2012 brings important changes for Lincoln dealers. More than half of them happily agreed on investing in upgrading their dealerships, as the brand is going to make an important step forward reinventing itself.
Many have doubted Ford Motor’s ability to reinvigorate its luxury brand, but 75 dealers have already built new facilities and done major renovations at their stores in Atlanta, Chicago, New York, Los Angeles, Dallas and Philadelphia.
As part of this change, the company also reduced the dealers from the 130 markets, from 500 to 325.
“What is most important is that our vision for Lincoln is about personalized service,” said Jim Farley, Ford vice president of global marketing, sales and service, in an interview on the eve of the National Automobile Dealers Association convention in Las Vegas.
“I don’t want to leave you with the impression that our vision is beautiful furniture and nice tile. What really matters to us is a really nice environment.”
Dealers are given the freedom to develop their own marketing strategy to provide that luxury customers expect.
“We love that they’re entrepreneurs and go to the market in their own unique way, from loaner cars to car washes to the personalized service experience that we’ll deliver in those four walls that will be different from our competitors,” he added.