Re: Lincoln brand introducing dealers to luxury buyers
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.