Lincoln Opens Experience Center, Will Expand Dealership Services


As part of a new initiative for luxury vehicle clients called The Lincoln Way, Dearborn-based Lincoln Motor Co. has opened a new facility dedicated to customer experience and will offer an updated selection of services beginning this fall with the release of the 2017 Lincoln Continental.

The recently opened Lincoln Experience Center, located on Fashion Island in Newport Beach, Calif., gives guests the opportunity to explore the brand, learn about the design inspiration behind the brand’s cars and SUVs, and customize their own vehicle and take it for a test drive.

The center, which features a digital display wall, custom fit studio, café, and connectivity lounge, also host events, including musical showcases, art demonstrations, and tastings.

New services from the initiative will include the option for clients to participate in valet pickup and delivery for vehicle purchases, as well as access to Lincoln Concierge, a digital tool that connects customers with a team member to answer product questions and make dealership appointments.

“Lincoln vehicles are designed and engineered to create a seamless, effortless, engaging experience for the client,” says Kumar Galhotra, president of Lincoln Motor Co. “The Lincoln Way complements that through outstanding client services.”

Future features of the initiative will include the release of a mobile app that provides clients with easier access to new and upcoming service options.

The Lincoln Miles leasing service, which allows clients to monitor miles using a mobile app and website and earn rewards based on unused miles at the end of a lease, is currently being piloted.

“We’re continuing to expand on The Lincoln Way, and as we do, you’ll see a common theme — effortless and personal service for the client,” Galhotra says.

The initiative, which was initially introduced as part of the brand’s expansion in China, builds off of the Lincoln Black Label membership, a personalized shopping and premium service coverage program.