OREANDA-NEWS. July 31, 2015. Lincoln, an iconic luxury automotive brand with a heritage linked to presidents, royalty and movie stars, announces its entry into Hunan province with the grand opening of Hunan Litian Lincoln Store.

The Lincoln Store comes as the urbanization rate in Hunan is projected by a government think tank to surpass 50 percent this year, a strong signal of the robust development and social-economic changes that are ahead for the province.

It also demonstrates Lincoln’s expansion into emerging markets. The iconic American luxury brand has 14 Lincoln Stores in operation and plans to have another 11 by the end of this year, many of which are in emerging cities. By the end of 2016, Lincoln will have a network of 60 dealerships in 50 cities, covering not only key metropolitan areas but also inland cities with market potential.

 “As the premium auto market in China continues to evolve, more customers will appreciate our personalized auto purchase and ownership experience of The Lincoln Way and our alternative interpretation of luxury” said Robert Parker, president, Lincoln China.

The Lincoln Way, for a New Generation of Customers
The Lincoln Way is the pillar of Lincoln’s development in China, and meets the demands of a new but growing generation of Chinese consumers. They no longer regard luxury as merely overt statements of their net worth but also an intensely personal experience based around deep connections with the brand.

Based on an extensive, cross-industry study that covered a variety of luxury brands, from retail stores to boutique hotels, The Lincoln Way reinvents the traditional transaction-focused model and puts customers at the forefront with a “one-size-fits-one” approach.

As an important element of this new overarching philosophy, all Lincoln Stores are built around their customers, using clean, elegant designs, harmonious colors and quality materials. The distinct, welcoming environment features a relaxing tea house and intuitive technologies, like the Personalization Studio where customers can customize and preview life-size versions of their vehicles.

Lincoln Institute-trained staff are ready to anticipate guests’ needs. Personalized test drive routes can be arranged at any dealership or online; full maintenance transparency is available in each Lincoln dealership with a live video feed; and service hours can be extended to fit clients’ busy schedules.

Expanding Product Portfolio Enhances Personalized Experience
The Lincoln Way exists not only at dealerships, but also through an expanding and competitive product portfolio.

“Every Lincoln vehicle is a strong proof of The Lincoln Way and ensures a unique brand journey,” said Luo Chunchang, general manager, Hunan Litian Lincoln Store. “Equipped with intuitive technologies and positioned in popular market segments, these vehicles will bring an enjoyable driver and passenger experience, and we are thrilled to bring these models to Changsha and beyond.”

The best of the Lincoln brand in China already includes the MKC, a small premium utility vehicle, and the MKZ, a midsize premium sedan. Both of them are already available at Lincoln Stores across China and come in four available trim packages: the Reserve, the Select, the Preferred and Presidential Series.

Three other models are to be introduced by the end of 2016. The medium-large sized premium utility Lincoln MKX and full-size luxury SUV Lincoln Navigator, after their  debuts at Auto Shanghai 2015, will arrive at Lincoln Stores in the second half of 2015. The much-anticipated full-size sedan, the Lincoln Continental Concept, another show-favorite, will launch its product model next year, bringing Chinese customers the future of “Quiet Luxury.”