OREANDA-NEWS. September 17, 2015. Lincoln recently revealed “The Virtual Lincoln Way”, an ambitious, online endeavor making the brand’s “personally crafted experiences” of The Lincoln Way available to Chinese customers anytime, anywhere.

Research has shown that Chinese customers are looking for a more advanced and personalized experience when shopping for a car. Latest data published by StatCounter in August, 2015 has also shown that web traffic from mobile devices has risen by 136%, while that from desktop computers and tablets has dropped by more than 20%.

The Virtual Lincoln Way aims to satisfy the growing customer demand for ways to shop, buy, and schedule delivery of their vehicles virtually. When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln store to purchasing of their new Lincoln vehicle online.

“The Virtual Lincoln Way initiative effectively expands the historic luxury brand’s reach to regions throughout China with no immediate access to Lincoln Stores,” said Robert Parker, president, Lincoln China. “Additionally this added exposure will protect the investment from our dealer partners by increasing their customer base.”

As a key part of Lincoln’s Dealer network and customer experience strategy, this new experience will, together with Lincoln Stores around China, provide Chinese luxury consumers with a luxurious experience that is uniquely Lincoln. “The Virtual Lincoln Way builds on our one-size-fits-one approach providing more options to consumers to interact with Lincoln and our dealers,” said Parker.

“The Virtual Lincoln Way allows consumers who have never been in a Lincoln store the opportunity to tour and research Lincoln at their leisure,” said John Lawler, chairman and CEO, Ford Motor Company China. “When combined with the unique dealership network we are building, this technology will serve to integrate customers’ online and offline experience.”

Phase 1: Explore — Lincoln Store on the Go

 

Launched today is “Explore” — the pioneering phase of The Virtual Lincoln Way. This first phase offers customers a 360-degree dealership and product immersion tour via China’s popular WeChat platform. This immersive virtual showroom is accessible through Lincoln’s official account on WeChat.

Guests will find a virtual Lincoln Store as welcoming and engaging as ones in the real world, accessible anytime, anywhere. The experience includes multiple functions that support and guide users, giving them full freedom to explore Lincoln’s heritage and vehicles at their convenience.

Guests will also be able to personalize their very own Lincoln vehicle, find their nearest dealership, share with their friends via social networks, and connect directly with brand representatives via dedicated hotlines.

Phase 2: Shop, Purchase and Ownership — Virtually

As customers progress through the phases of Shop, Purchase and Ownership, they will be able to virtually connect with Lincoln to complete the entire vehicle shopping process without ever stepping foot in a dealership. Lincoln Hosts will be available via chat or video chat to further serve customers’ needs throughout their ownership experience.

With Explore, Shop, Purchase and Ownership launched, Lincoln China will provide luxury customers in China with a comprehensive online solution unseen in the retail automotive space. The Virtual Lincoln Way further solidifies Lincoln’s position as a distinctive premium automotive brand which puts customers and their wants and needs at the forefront through offering unique and tailored personalized experiences.