OREANDA-NEWS. February 02, 2016.  Lincoln recently announced the opening of the Guangxi Baima Hengzhui Lincoln Store, the first in the Guangxi Zhuang Autonomous Region.

Guangxi is China’s beachhead connecting ASEAN countries, and China’s enhanced global outreach provides new vitality and potential to Guangxi’s economy. This development is accelerating a shift towards luxury shopping and consumption. A new generation of consumers regard luxury as more than a mere statement of net worth, but also an expression of individuality.

Capturing this opportunity, Lincoln had a successful 2015 with 11,630 vehicles delivered from 33 dealerships across China. The historic American luxury brand will continue its expansion in 2016, with 60 Lincoln Stores in 50 cities by the year-end.

“We are encouraged by the consumer feedback from our one-size-fits-one approach,” said Robert Parker, president, Lincoln China. “With the unique personalized experience of The Lincoln Way, we serve the most discerning customers in China, and look forward to sharing this distinguished brand journey with our customers in Nanning.”

The Lincoln Way, for a New Generation of Customers

The Lincoln Way is the pillar of Lincoln’s development in China. It meets the demands of a new generation of luxury customers, who pay more attention to experiences and want to build emotional connections with their favorite brands.

In the traditional automotive purchase and ownership model, customers are processed in a streamlined, impersonal manner. But The Lincoln Way aims to service each customer individually.

Lincoln Stores use clean, elegant designs to build a space resembling that of a five-star hotel or living room. The unique Personalization Studio allows customers to customize and preview life-size versions of their vehicles and share them with family and friends.

The dedicated Lincoln Team is prepared to cater to the needs of each individual customer. Personalized test drive routes can be scheduled online or at any dealership. Service hours can be extended when necessary, and full transparency is available via a live video feed.

This unique experience has also been extended online with The Virtual Lincoln Way. Customers can tour a virtual dealership, learn more about the Lincoln brand and products, and video chat with Lincoln Hosts. As more functions are added to The Virtual Lincoln Way, it will help customers manage everything from shopping for a vehicle to arranging an at-home test drive.

Expanding Product Portfolio Enhances Personalized Experiences

Complementing Lincoln’s development in China is its competitive and growing product portfolio.

The current Lincoln product line-up includes the mid-size sedan Lincoln MKZ, the medium premium utility Lincoln MKC, the medium-large-sized premium utility Lincoln MKX and the full-size luxury SUV Lincoln Navigator.

“All of these are positioned in popular segments and offer competitive offerings at key price points,” said Lao Yaotai, general manager, Guangxi Baima Hengzhui Lincoln Store. “Together with The Lincoln Way, these vehicles will provide a distinct driving and passenger experience, and the Lincoln brand will become a new highlight in the local market.”

Lincoln will launch another model in China – the legendary full-size luxury sedan Lincoln Continental –bringing Lincoln’s most sophisticated expression of its legacy.