Lincoln Expands to Zhengzhou, Opens First Store in 2016

Zhengzhou’s economic growth and historical importance have bred a new generation of consumers whose perception of luxury has shifted from a mere statement of wealth to an expression of individuality. With the opening of the first Lincoln Store in Zhengzhou, Lincoln is now able to cater to the needs of the city’s consumers and take the next step in its ambitious plan to open 60 Lincoln Stores in 50 cities across China by the end of 2016. 

“The opening of this new Lincoln Store is an important step for our brand in China,” said Robert Parker, president, Lincoln China. “We are encouraged by the warm reception of The Lincoln Way across China and look forward to sharing this unique consumer experience with consumers in Zhengzhou.” 

The Lincoln Way, for a New Generation of Customers 

Lincoln’s expansion efforts into China continue to leverage the deep insights built into The Lincoln Way, an innovative new model for car ownership. Developed by an extensive survey covering everything from banking to hospitality industries, The Lincoln Way was designed to create lasting relationships through personally crafted experiences that connect with customers. 

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 teahouse and intuitive technologies, like the Personalization Studio, where customers can customize and preview life-size versions of their vehicles.

Individualized service from a Lincoln team trained at The Lincoln Institute is standard, each with specialized roles and skills developed for each part of the service experience.

This new paradigm touches every part of the experience. To better provide personalized services and cater to clients’ schedules, Lincoln recently launched The Virtual Lincoln Way. When fully implemented, The Virtual Lincoln Way will allow customers to manage everything from touring a Lincoln store the purchase of their new Lincoln vehicle online.

As an extension of the physical Lincoln Stores, 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 live with a Lincoln Host.

This structural shift in service attitude allows Lincoln dealers to commit fully to a “one-size-fits-one” experience for each customer, bypassing the antiquated “one-size-fits-all” approach of yesteryear. The result is a better ability to anticipate the needs of guests as they go through the vehicle ownership experience and strengthen their bond with the Lincoln brand.

Expanding Product Portfolio Enhances Personalized Experiences

Complementing Lincoln’s comprehensive expansion plans – in both brick-and-mortar stores and the brand’s online presence – is an expanding and competitive product portfolio.

The new Lincoln Navigator, launched at the 2015 Guangzhou Auto Show, is a point of particular excitement. 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-size premium utility vehicle; and the Lincoln MKZ, a midsize premium sedan.

The much-anticipated full-size sedan, the Lincoln Continental, will also release this year.