OREANDA-NEWS. Lincoln recently announced the opening of its 26th and 27th new Lincoln dealerships in Nanjing and Wuxi. With these latest store openings, Lincoln has exceeded its dealership goals for 2015, and now has five Lincoln Stores in Jiangsu province, demonstrating its commitment to markets across China.

Jiangsu province has played a vital role for Lincoln in the Yangtze River economic belt, which maintains the second highest GDP in China. The province’s extraordinary economic performance has also contributed to the shift of luxury from being a mere statement of wealth to an expression of individuality. Through successful expansion in the province, Lincoln has appealed to consumers’ changing consumption patterns thanks to The Lincoln Way and an outstanding lineup of vehicles.

“We are extremely excited to see two more Lincoln Stores in Jiangsu province,” said Robert Parker, president, Lincoln China. “Our dealer network plan is ahead of schedule and with the recently launched Virtual Lincoln Way, even more consumers can experience Lincoln.”

Lincoln plans to open 60 dealerships in 50 cities across China by the end of 2016.

The Lincoln Way, for a New Generation of Customers

The Lincoln Way is a one-size-fits-one philosophy that underpins Lincoln’s development in China. Leveraging deep insights developed by an extensive survey covering everything from boutique hotels to high-end luxury items, The Lincoln Way is a keen understanding that the new generation of luxury vehicle consumers is focused on intensely personal experiences and deep connections with brands.

The Lincoln Way does away with the traditional transaction-focused model to apply a one-size-fits-one approach. To better provide personalized services and cater to clients’ schedule, Lincoln recently launched The Virtual Lincoln Way project. When fully implemented, The Virtual Lincoln Way will allow customers to manage everything from touring a Lincoln store to the purchase of their new Lincoln vehicle online.

The Virtual Lincoln Way began its roll out on WeChat, China’s largest social network, earlier this year. The first phase, “Explore”, launched in September, gives customers a 360-degree virtual experience of a Lincoln Store. The second and most recently launched phase, “Shop”, allows customers to chat and interact with a Lincoln Host in real-time.

Lincoln facilities are also built around their customers, using clean, elegant designs, harmonious colors and quality materials. The distinct, welcoming environment features a relaxing teahouse and intuitive technologies, like the Personalization Studio where customers can customize and preview life-size versions of their vehicles.

A team of Lincoln Institute-trained staff is assembled at each dealership 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.

“Our dealership is in full compliance with Lincoln’s global standard. We are committed to bringing the best of the Lincoln brand to Wuxi customers through the Lincoln Way,” said Beulah Rong, general manager, Wuxi Yongda Lincoln Store.

Expanding Product Portfolio Enhances Personalized Experiences

Complementing Lincoln’s comprehensive expansion plans is an expanding and competitive product portfolio.

“We are honored to collaborate with Lincoln, providing crafted personalized experience to Nanjing customers,” said Jim Liu, general manager, Nanjing Senfeng Lincoln Store. “With the recent addition of the Lincoln MKX and Navigator, we have one of the most compelling product portfolios in the industry.”

The new Lincoln Navigator, launched this month at the Guangzhou Auto Show, is particularly exciting for the brand. The full-size luxury SUV features a bold yet elegant frame and a new 3.5-liter, twin-turbocharged EcoBoost engine that delivers class-leading performance. Offering a fresh interpretation of an iconic nameplate that has long defined the full-size premium utility segment, the Lincoln Navigator sets a new standard of power and beauty.

Beyond the Navigator, Lincoln boasts a lineup of class-leading vehicles that includes the Lincoln MKX, a medium-large premium utility vehicle; the Lincoln MKC, a medium-sized premium utility vehicle; and the Lincoln MKZ, a midsize premium sedan.

Adding another exciting nameplate to Lincoln’s lineup in China, the much-anticipated full-size Lincoln Continental sedan will also be launched before the end of 2016.