DEARBORN - Offering customers an exceptional product is only one component of the luxury marketing equation. Providing an exceptional experience is the other. As the new Lincoln brand takes shape, its team is addressing both elements so customers will be drawn to Lincoln because of its holistic, no-compromise luxury experience.
“Personal service is key,” said Kevin Cour, manager, Lincoln Sales and Service Operations, who joined Lincoln after 19 years at Toyota and Lexus. Premium customers have high expectations, and Lincoln is planning luxury amenities and owner advantages inside its dealerships to meet them.
“Lincoln will deliver seven new and significantly refreshed vehicles over the next three years, enhanced with premium service in our stores — everything we do moving forward will be about prioritizing our customers and meeting their needs,” said Cour.
Over the past year, Lincoln consolidated the number of dealers in the top 130 markets where luxury consumers live and shop as a first step toward providing world-class service.
“It is vital to have a relationship with customers,” said Cour. “The brand’s value goes up when you are able to build a connection with your customers based on trust and loyalty.”
Current and future Lincoln owners will enjoy a full-luxury experience when they visit their local dealerships. Premium details like twoperson teams for every customer and access to the store via cameras so owners can see their vehicles on their iPads® as they are being serviced will make them feel as if they are the only customer in the world.
“It is important that there is not a turnstile approach when customers visit our stores, and they walk away with a personalized experience,” said Cour. “We want to be able to offer them the same hospitality that they might get if they were visiting someone’s home.”