DEARBORN - Since its launch back in 1997, the Lincoln Navigator has established a very loyal customer base, many of which hail from the Lone Star state.
With the recent launch the all-new Cadillac Escalade, a Navigator competitor, Lincoln has partnered with influential organizations in key Texas cities to deliver a unique vehicle and brand experience for potential luxury buyers as Lincoln prepares to launch the newly-designed 2015 Navigator this fall.
Lincoln joined forces with the “Great Create,” a family-focused Dallas-based event that raises money for the Nasher sculpture center, as the key sponsor this year in an effort to engage a new base.
“We want to do a better job reaching families with the 2015 Navigator. This event was a huge opportunity for us,” said Carey White, manager, Navigator Marketing.
The event featured a 2015 Navigator on display for attendees to look at. While parents were looking at the vehicle, children painted matchbox car-sized Navigators.
“Kids painted 166 mini Navigators and we also were able to schedule 86 test drives. This is important because now these mini-3D versions of the new Navigator are at home with families in the Dallas area,” noted White.
In Texas’ largest city, Houston, Lincoln was the presenting sponsor at “Keels and Wheels,” a classic car and boat show. On display at the event were two 2015 Navigators and a rare 1934 K-Series.
“We exceeded our goal by 200 percent with 462 participants,” said White. Like the Dallas event, Lincoln field employees were able to schedule Lincoln test drives and provide children the matchbox car-sized Navigators to paint.
Lincoln has plans to conduct a second larger event in Dallas later this summer, as well as a large event in San Antonio, Texas.