Lincoln Motor Co. today announced a new Lincoln Experience Center is open near Dallas as the brand works to improve outreach and provide personalized client services. The facility is located at the site of The Star in Frisco, the corporate world headquarters and practice facility for the Dallas Cowboys and a new upscale development, and serves to strengthen Lincoln’s presence in the Dallas-Fort Worth area.
The Lincoln Experience Center at The Star in Frisco offers a luxurious space for potential clients to learn about the brand at their own pace. Guests can relax in the connectivity lounge, discover the design inspiration behind Lincoln vehicles, customize a car or SUV, and view the latest models.
The first Lincoln Experience Center was opened in July 2016 at Fashion Island in Newport Beach, Calif., and saw more than 82,000 guests in the first year. The centers are designed as part of The Lincoln Way, a suite of enhanced client experiences. The automaker says nearly 85 percent of visitors indicate an increased likeliness of purchasing a vehicle after a visit, and 90 percent say the center positively changed their view of Lincoln.
Lincoln’s focus on the Texas market follows the brand’s selection as the official luxury vehicle of the Dallas Cowboys in 2016, and Texas is one of the fastest growing luxury markets nationwide, second only to California, according to industry statistics.
“We’re continuing to personalize the experiences of our clients,” says Kumar Galhotra, president of Lincoln. “Our exceptional vehicles are now matched with world-class service.”
As Lincoln continues to invest in customer relations, sales have continued to grow. In the first half of the year, Lincoln sales have increased 6 percent overall against a 2 percent gain in industry luxury sales, marking the brand’s strongest start since 2008.