Lincoln Service Gets The Luxury Touch
The world of luxury cars is getting a touch crowded, with almost every standard car brand creating an upscale spinoff. Lincoln, while a part of Ford, has been making cars since 1917, before many of these other brands really existed. To stand out from the rabble of voices competing for attention, Lincoln will be giving customers a truly luxurious experience when their ride needs to go to the dealership. How? By never making them actually step foot in a service center.
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That’s right, Lincoln’s new luxury service will make it so owners can completely avoid visiting a dealership while their vehicle is covered by the car’s four-year/50,000 mile warranty program. Lincoln will pick up the vehicle anywhere the driver is, dropping off a loaner car with them of equal or greater value than the vehicle being picked up. After service is complete, Lincoln will return the car and pick up the loaner.
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According to Automotive News, Lincoln tested the program out in several markets, and several Lincoln owners said it would make them more than 90% likely to recommend Lincoln to their friends, service at a dealership, and buy from the brand again. While the new service program might encourage Lincoln owners to remain loyal to the brand, it will be interesting to see what happens to dealership loyalty. If a Lincoln owner doesn’t have to actually visit a dealership for service, the dealership has to focus on making the buying experience as pleasant as possible to ensure that a customer comes back to them for a new Lincoln.
According to the automaker, the service will be provided to Lincoln drivers who purchase vehicles in the 2017 model year. The increased competition between luxury car makers will certainly work out well for those in the position to purchase them.
News Source: Automotive News (subscription required)