Next Lincoln Experience Center in Dallas Offers Relaxed Way to Learn About Brand, Vehicles
20 September 2016 - 2:01PM
Business Wire
- The multi-use Lincoln Experience Center
will open on the site of The STAR in Frisco, the Dallas Cowboys
World Corporate Headquarters and practice facility, in spring of
2017
- The Lincoln Experience Center
strengthens The Lincoln Motor Company’s connection to the
Dallas-Fort Worth metroplex (DFW); earlier this year, The Lincoln
Motor Company became the official luxury vehicle of the Dallas
Cowboys
- This is the second Lincoln Experience
Center; the first opened in July at Fashion Island in Newport
Beach, Calif.; the centers are part of Lincoln’s largest investment
in personalized client services and experiences – The Lincoln
Way
The Lincoln Experience Center opening in Frisco next spring
expands the brand’s presence in one of the top five luxury markets
in the U.S. through The Lincoln Motor Company’s commitment to
personalized client services and experiences.
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Lincoln sales are up in the Lone Star
state, which bodes well for products like the 2017 all-new Lincoln
Continental. (Photo: Business Wire)
The multi-use center will offer people new to The Lincoln Motor
Company the opportunity to learn more about the brand in a
convenient, luxurious environment. Guests can relax in the
connectivity lounge, discover the design inspiration behind the
different Lincoln cars and SUVs or customize their perfect
vehicle.
Should guests be interested in arranging a test drive or
purchasing a Lincoln, a host at the Lincoln Experience Center will
connect them with the dealer who is most convenient for them. The
center also will host a variety of intimate social gatherings
geared toward the interests of the community.
Earlier this year, The Lincoln Motor Company became the official
luxury vehicle of the Dallas Cowboys. Some of the events at the
center will be tied to those taking place at the Founders Club at
AT&T Stadium, where the Cowboys play.
“We are committed to strengthening our bond with the DFW
metroplex,” said Kumar Galhotra, president of The Lincoln Motor
Company. “We believe the area is an important luxury market, and
Lincoln looks forward to offering these clients the personalized
experiences and services they expect and deserve.”
Dallas was considered one of the top five luxury markets in the
United States in the first half of 2016, according to Polk
Insights. Lincoln is resonating particularly well with luxury
buyers in the Lone Star state – Lincoln registrations with female
buyers in Texas are up 18 percent year over year.
This is more than double the average for Texas in terms of
luxury retail registrations. It bodes well for new Lincoln products
like the all-new Lincoln Continental, which is arriving in dealer
showrooms now, as well as the new Navigator, which debuts in
2017.
Building on success
The first Lincoln Experience Center opened in July at Fashion
Island on Newport Beach, Calif., with a focus on personalized,
community-oriented experiences. In the first 75 days, about 15,000
guests have visited, and nearly 90 percent are more likely to
purchase a Lincoln as a result of their visit.
The onsite events – showcasing local musicians and artists –
have been hits, with seats filled for all five events held since
the opening. Test drives also have been successful, with several
hundred test drives of distinctive Lincoln vehicles like the 2017
Lincoln MKZ and the all-new Continental already conducted.
The success in California serves as a blueprint for Texas – but
the center will have a style all its own.
“We will find those personalized experiences for Dallas,” says
Galhotra. “We want to make sure that the Lincoln Experience Center
in Frisco reflects the individuality of its guests.”
The Lincoln Way
The opening of the Lincoln Experience Centers is part of The
Lincoln Way, a suite of enhanced client experiences. Earlier, as
part of those services, Lincoln introduced valet pickup and
delivery service; Lincoln is the only luxury automaker to provide
standard pickup and delivery service across all 2017 nameplates,
starting with the all-new Lincoln Continental.
The Lincoln Way builds off The Lincoln Motor Company’s success
in China, where The Lincoln Way originated. Lincoln sold 11,630
vehicles in China in 2015, its first full year of sales – a record
for a new luxury brand in China.
It also builds off the success of Lincoln Black Label – the
ultimate expression of Lincoln style and substance – offering
outstanding levels of personalized, effortless solutions delivered
with a human touch.
Future initiatives of The Lincoln Way include a dedicated app
that provides clients with even easier access to existing services
and a suite of new services, like parking solutions and other
commerce services relevant to a luxury client. The Lincoln Miles
leasing service – which allows clients to monitor miles via a
mobile app and web site and earn rewards based on unused miles at
the end of the lease – is currently being piloted.
More information on The Lincoln Way and the Lincoln Experience
Centers are available at www.lincoln.com/experience.
About The Lincoln Motor Company
The Lincoln Motor Company is the luxury automotive brand of Ford
Motor Company, committed to creating compelling vehicles with an
exceptional ownership experience to match. For more information
about The Lincoln Motor Company, please visit media.lincoln.com or
www.lincoln.com. Follow us on Facebook at facebook.com/lincoln.
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