Lincoln brand introducing dealers to luxury buyers - Page 2 - Ford Inside News Community
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post #11 of 20 (permalink) Old 08-13-2013, 02:13 PM
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Re: Lincoln brand introducing dealers to luxury buyers

The dealership in the pictures Hines Park Lincoln, formally Hines Park Lincoln-Mercury, is located in southeast Michigan; a market that can easily support a stand alone Lincoln dealership. Since the demise of Mercury and Lincoln-Mercury dealerships, a large number of Lincolns are sold at Ford-Lincoln dealerships. These dealership primarily cater to the high volume Ford customers are they have done for many years. It is not uncommon to see a high end Lincoln MKS on the showroom floor next to a Ford Fiesta. The entire dealership is geared to the Ford customer. That is also the case in many service departments where all customers are treated the same. Usually you have to park, look for your service writer, and wait in an area with vending machines. It does not matter if you arrive in a new Lincoln MKT or a Ford Fairmont.

To promote the luxury experience then the dealer is the first step. You can have the best products in the world, but if the dealer experience is lacking then you will not keep the customer's interest. It does not matter how many new products Lincoln introduces in next few years if they are not presented in a quality way by knowledgeable people.

It was reported on this site awhile ago that Lincoln was going after Lexus. How many times have you seen new Lexus models being sold at a Toyota dealership?
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post #12 of 20 (permalink) Old 08-13-2013, 02:28 PM
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Re: Lincoln brand introducing dealers to luxury buyers

I visited that Plymouth dealer.
It really is nice.
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post #13 of 20 (permalink) Old 08-13-2013, 06:51 PM
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Re: Lincoln brand introducing dealers to luxury buyers

Quote:
Originally Posted by falcon lover View Post
I think a new brand called Mustang could be a better choice ... a new some kind of a wagon (2 door+hatchback vs 4 door+hachtback) Mustang and 4 door version of the car...
...Is a heresy?.
Nooooooooooooo

&
heresy YES



Quote:
Originally Posted by falcon lover View Post
...Ford needs to take advantage from that RWD platform and make more profits on it.
AgreeBUT
"Mustang" itself is not the way
imho = just Lincoln!!

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post #14 of 20 (permalink) Old 08-13-2013, 11:33 PM
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Re: Lincoln brand introducing dealers to luxury buyers

Lincoln needs the following three things to be successful: product, product, and product. I don't care how much merlot you swill or brie you gnaw, you're still looking at old, uncompetitive products.

Buy American!
Buy Ford!
So say we all...
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post #15 of 20 (permalink) Old 08-14-2013, 12:36 AM
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Re: Lincoln brand introducing dealers to luxury buyers

These pictures look 100x better than the original ones that were 3D models.

Current Car: 2013 Lincoln MKZ Hybrid Reserve Ice Storm 2.0h CVT
Previous Cars
2008 Ford Focus SE Sedan White 2.0L Duratec I4 4 Speed Automatic
2004 Lincoln LS V6 Luxury Cashmere Tri-Coat 3.0L Duratec V6 5 Speed Automatic with SST
1999 Mercury Sable LS Premium Toreador Red Clear Coat Metalic 3.0L Duratec V6 4 Speed Automatic
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post #16 of 20 (permalink) Old 08-16-2013, 09:54 PM
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Re: Lincoln brand introducing dealers to luxury buyers

I truly want Lincoln to succeed and am glad to see them upgrading their dealerships. That said, a MUCH greater effort must be made to differentiate Lincolns from Fords. Once you get past the tarted up interiors and some exterior pieces, you are talking Ford. That's not bad, and is the same path that Toyota took with Lexus (for the most part), but there needs to be some technical bits that make Lincolns truly different from their Ford brothers and this needs to happen as soon as possible.
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post #17 of 20 (permalink) Old 08-18-2013, 04:34 AM
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Re: Lincoln brand introducing dealers to luxury buyers

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Originally Posted by 1980Capri View Post
I truly want Lincoln to succeed and am glad to see them upgrading their dealerships. That said, a MUCH greater effort must be made to differentiate Lincolns from Fords. Once you get past the tarted up interiors and some exterior pieces, you are talking Ford. That's not bad, and is the same path that Toyota took with Lexus (for the most part), but there needs to be some technical bits that make Lincolns truly different from their Ford brothers and this needs to happen as soon as possible.
This boutique luxury service and training program reminds me of what Lexus did back in the day to get customers to buy their cars. Personalized, individual, boutique luxury will find customers. Lincoln needs the right product, which they'll get eventually, but this approach to luxury is what I would've started a few years back. It would've given dealers a leg up and as things got better for the industry I would've done renovations, that way all dealers would be ready for the new changed cars. I realize this new approach is fairly recent, past few years I believe, so I'm giving them slack on that front. Still though, they've got the best idea for selling luxury going forward. Stuff like Black Label will help emphasize boutique luxury, but why's it taking over a year to get here??

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post #18 of 20 (permalink) Old 08-18-2013, 04:07 PM
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Re: Lincoln brand introducing dealers to luxury buyers

^ I'm thinking (& hoping) that they're going to bring out [BlackLabel] at the *same time* some of the technological/mechanical stuff Zan was asking for is ready or near-ready
(am I repeating myself? )

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post #19 of 20 (permalink) Old 08-18-2013, 05:05 PM
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Re: Lincoln brand introducing dealers to luxury buyers

LOL,

There simply can be NO positive Lincoln news without the grotesquely played out cliches about more product and better differentiation.

I just want to scream.....DUH!!!!! More and more is on the way!!!! But it's like having to answer your kids questions "are we there yet" every 10 min on a long journey.

As for the dealership experience, that is actually more important in many ways, especially for female buyers. The % of women who purchase their own cars, is far more than it has ever been, and if you know women, you know how important the boutique or store or look of the dealer is. They will love being able to sit in these gorgeous little cafe-like waiting areas, surf the web, sip their Starbucks latte, and sample some delicious deserts -- all while getting an oil change or whatever. And if women make up nearly 50% of sales, I would say that is far more important to them or to the brand, then how quickly their MKZ can clock around a track in Germany.

Just wait until you see these new dealerships in person. Pics don't tell the story, complete with smell and sound of beautiful music in the back ground. Makes you want to hang around, instead of run out of there like in the past. Huge difference, can't be over stated.
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post #20 of 20 (permalink) Old 08-18-2013, 06:34 PM
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Re: Lincoln brand introducing dealers to luxury buyers

I love the idea of Black Label, combined with the sales experience and services will be a home run. Will combined dealers have to open a separate sales store for Lincoln? How will Lincoln's theme play out in those sales environments? Boutique luxury sales and service is the future with my generation, I want them to pull it off in the best way. When I'm able to afford it, I want to be able to say with as much pride as my aunt does from back in the day, I drive Lincolns. I'll tell you a great story, she was such a successful antiques dealer in Syracuse she had a standing order with her salesman at Heritage Lincoln whenever he got something rare, unique, and interesting in to call her immediately and bring it to her store. 1991 or 1992 he got in a brand new Town Car. It was green with a white vinyl half top and had pillowed white leather interior with green trim, yup, it was a Jack Nicklaus edition, the first one in Syracuse. He drove it to my aunt with the paperwork in hand and she signed it on the hood in the parking lot of her store. :thumbup: That's the kind of service I want one day from Lincoln.

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