Lincoln Corsair Marketing Manager Gretchen Sauer Knows the Youth
Photo: Lincoln Motor Company
Lincoln is offering a new and refreshed utility lineup from top to bottom, including the red-hot next-generation Navigator and recently launched 2020 Lincoln Aviator. Later this year, that lineup grows with the addition of the 2020 Lincoln Corsair, which promises to continue the brand’s push toward ensnaring younger and more affluent drivers. Key to this objective is Lincoln Corsair Marketing Manager Gretchen Sauer, 28, who has deemed the new SUV’s target demo as “active achievers.”
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“The Corsair client is young and affluent. We named them ‘active achievers’ because they’re always on the go, focusing on bettering themselves from dawn until dusk,” said Sauer. “In some ways, I think I’m similar to the active achiever. Working full time and going to school full time for my MBA has kept me on the go, and I’m constantly learning — listening to podcasts or Harvard Business Review cases on my drive into work.”
That sense of understanding has helped Sauer over the last two years as she’s set about figuring out how to pitch the Corsair. One thing that she’s understood to be important is the conservation and use of time, which has led to the development of a go-to-market strategy. Ideally, Lincoln would bring the new Corsair to the places where customers are, emphasizing the convenience of Lincoln experiences like Pickup & Delivery and Black Label benefits like Lincoln Concierge.
Sauer also notes that the customer base for the Corsair tends to skew toward women, which led to the development of an interior package called Beyond Blue. By evoking the feeling of the Mediterranean Sea and playing of women’s preferences toward the color blue, Lincoln hopes to create an elevated and peaceful interior for the Corsair that will keep customers coming back for generations.
Sauer has grown up in the automotive industry, making her a prime candidate to managing the marketing of a key product despite her young age. She initially had ambitions to become a lawyer, but an internship with Lincoln led her to become a key part of a group she describes as a supportive family.
The new 2020 Lincoln Corsair is expected to arrive at dealerships nationwide by year’s end.
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