DEARBORN – The Lincoln Motor Company is currently in the process of reinventing itself. The classic Lincoln brand most are familiar with is now becoming the most cutting-edge, quality brand available on the market.
As Lincoln continues on its journey, it’s looking to target a progressive luxury audience of individuals who share the qualities of innovative thought and exclusivity that the Lincoln brand has to offer today.
The 2013 National Test-Drive Program, put on by The Lincoln Motor Company is a custom test-drive sequence that will serve as the next generation of the Smart Company Tour. This interactive driving experience aligns with the ‘Hello, Again’ campaign platform, which began earlier this year.
Each individual chosen to participate in the program will be given the opportunity to experience the extravagances of their city behind the wheel of a Lincoln through an interactive tour.
“Hello, Again is a yearlong, multiplatform program that supports reinterpretations of noteworthy artistic material to create fresh and distinctive bodies of work,” Said Alexandre Acey, manager, Lincoln Brand Content and Alliances.
The program kicked off with a live performance by Beck, a singer/songwriter, who sang a ‘reinvented’ version of “Sound and Vision,” originally by David Bowie.
Furthering this initiative, Hello, Again [City] test-drive program offers individuals with the experience of multiple up-and-coming events. One such event involves a drive-through gallery at MAPS Backlot: a space with art curated by local Miami artists on display for all to see from behind the wheel of a Lincoln.
“The drive program, along with other reinvention initiatives, aim to connect the Lincoln Motor Company with progressive luxury individuals in areas that directly align to their lifestyles, interests and passions,” said Acey.
In order to create a meaningful connection between the driver and Lincoln, each test-drive will last between 30 and 90 minutes, generating a personal car-to-consumer attachment.
“Most companies that offer an interactive automotive experience only allow for 10 to 15 minutes of interaction,” said Acey. “This can leave customers feeling underwhelmed and disconnected.”
During the reinvention of the company, Lincoln also plans to establish its vehicles amongst the most premium vehicles available on the market. And the Hello, Again [City] program will allow consumers to see first-hand how the Lincoln MKZ delivers throughout their hour-long journey.
The program kicked off last month in Miami and will wrap up in Atlanta this November. So far, the program has had an extremely positive response from both the media and consumers.
While in Miami, the program included a deluxe coffee tasting at Panther Coffee where participants were taught how to differentiate aromas and tastes of specialty coffee blends. The test-drivers also were directed to the Wynwood Cigar Factory to watch the craft of cigar rolling in action and view an exclusive mural commissioned specifically for Hello, Again Miami.
After completing the Lincoln Test-Drive Program in Miami, Fred Gonzalez, of the Miami Herald said, “The MKZ is on my wish list. I’ve never seen a more beautiful color like this one (Smoked Quartz), this sealed the deal for me”.
The consumer response was just as positive with on-site consumers reporting an average of 37 percent lift in favorable opinion and 17 percent lift in purchase intent. One consumer said, “This event was amazing, very well planned. This is something I would expect from Aston Martin or Jaguar – very prestigious!”
The program heads to Washington, D.C. and Boston this month to continue to reach out to consumers and generate excitement around the reinvention of the Lincoln Motor Company.