Detroit News took some time to investigate why Lincoln Motors is doing so well as of late in the United States and Lincoln credits its stellar customer service.
Take a look at recent month-to-month sales numbers of Lincoln Motor Co. and you’ll be surprised to see a steady growth since 2013. With a slimmer product portfolio and an axing of some of their more popular vehicles like the Lincoln Continental and Lincoln LS a couple of people have questioned what is it about this brand that has some people reconsidering more established luxury brands for these Ford’s in a Tuxedo. According to Detroit News on their report on this Detroit Luxury, they posted earlier today (Apr. 10,2017) it’s concentrating on the customer and the customer experience that has paid dividends for the once floundering division.
The biggest change Lincoln received in this century came around 2012 when Ford took Mercury to the chopping block and differentiated Lincoln more so than before. Two years later Ford made Kumar Galhotra the face and president of Lincoln signaling Ford’s commitment to the brand for the long-haul.
Products aside, if nothing changed, Lincoln says it’s their customer service that’s been the biggest difference. When Lincoln introduced the Continental they also incorporated the Black Label experience as part of the deal. Previously only on the MKC and MKZ, the Black label experience catered to a customer’s most prized possession, time. By giving complimentary pick ups, drop offs, and loaner vehicles as well as throwing in a couple of perks at partnering restaurants amongst other benefits Lincoln demonstrated that they care about their customer’s time and are committed to their purchase in the long run.
It’s not all just customer service though. The new Lincoln Continental is a hit with journalists with rave reviews on its touchpoints (seats, doors etc.) Lincoln is getting ready to unveil its new Navigator SUV in a matter of hours at the New York International Auto Show. And their MKC crossover is exploiting, quite deftly, that crossover trend that shows no signs of waning. Not to mention Lincoln has gained a solid foot in China as a premier American luxury brand.
Lincoln is making the right moves as of late. An updated Lincoln Navigator should bode well for future sales of its most popular full-size SUV. Only time will tell how far this brands can continue to grow.
