Paul Anderson is the marketing director of Ford MENA and was present at GITEX to launch the new Lincoln MKC. I was presented with the opportunity to conduct an interview with Mr. Anderson and find out more about Lincolnís latest SUV as well as their grand vision for the Middle East.
When it comes to luxury cars, Middle East is a very brand-driven market. How do you expect Lincoln to compete against BMW, Mercedes and Audi?
With Lincoln we have a tremendous legacy. As a brand we were really one of the first that created the luxury segment. Today weíre in the process of re-introducing the brand to a whole new generation of luxury buyers, and the luxury segment is growing very rapidly so there are lots of new buyers entering this segment.
When you look at the luxury segment you have the traditionalist like those brands that you mentioned but the reality is there are many people who are looking for something different. Those that donít want to drive the same thing that everybody else is driving and are looking to make a statement and express individuality. Lincoln is a perfect brand to give all of the luxury that you would want in an automobile but be able to express that individuality by having something just a little different than everybody else.
All About Luxury: Lincoln Organises Brand Immersion Event, Hosts Regional Dealers and Media to Experience its Latest Products
Lincoln further reinforced the growing focus and commitment towards the luxury automotive brand through a three-day brand immersion event that saw over 100 representatives from its regional dealerships as well as key journalists taking part in an exclusive experiencial drive event in Dubai.
The event saw the regional debut of the newly refreshed 2015 Navigator full-size luxury SUV, which is set to debut in showrooms shortly, while the first-ever Lincoln MKC showcased its unique technologies and outstanding performance that truly set this new model apart from the competition.