Scratch Bringing Lincoln to China Off of the Bucket List
When your brand is nearly a whole century old, there’s likely very little you can’t say that you’ve done. The Lincoln Motor Company, like Morgan Freeman and Jack Nicholson in that delightful film, can now cross yet another item off their bucket list after it was announced that they will be bringing Lincoln to China at long last.
“Throughout its history, the Lincoln brand has stood for meticulous craftsmanship, fantastic breakthrough designs and a warm, welcoming personal touch,” said Alan Mulally, president and CEO, Ford Motor Company, in a press release. “We are excited to bring Lincoln products and the Lincoln customer experience to Chinese luxury customers. It is an important part of our One Ford plan and demonstrates our commitment to China and to the success of Lincoln globally.”
Lincoln to China: The Lincoln Way
To accompany them on this new endeavor, the brand has cultivated what it calls The Lincoln Way. The Lincoln Way is called “an innovative new model for luxury automotive ownership designed to create lasting relationships through personally crafted experiences that make a connection with customers.” In other words, now that Lincoln is finally making the long trek across the Pacific, it’s looking to get up-close-and-personal with its new customer base.
Part of The Lincoln Way will involve making sure that dealership showrooms feel cleaner, more colorful, and more organic than the otherwise Spartan environments one might normally expect in their car-buying experiences. Lincoln says its aim is a “one size fits one” approach to selling cars.
The Rollout Begins with the MKZ and MKC
Bringing Lincoln to China will take time, but the rollout will begin this autumn when the 2015 Lincoln MKZ and MKC are introduced to those luxury car-enthusiasts in China. The MKZ and MKC will be followed thereafter by the Navigator, a midsize luxury SUV, and an all-new full-size luxury sedan. All five vehicles are expected to be available for purchase in China by 2016.
Lincoln will also be offering a Lincoln Presidential Series, which is called “the highest expression of the brand” and is said to feature exclusive design cues, materials, and untold personal service perks.