Providing a top-notch customer experience is key to Lincoln’s strategy for success in the luxury segment, and the marque is demonstrating that full-force with services like Pickup and Delivery, and its recently-announced Chauffeur program, which is pilot-testing in Miami before expanding to other cities.
It’s an interesting shift, and one that Lincoln President Kumar Galhotra feels is vital, as he told Motor1 in a recent interview. “Luxury is evolving; luxury isn’t just about the product anymore,” Galhotra says. “Luxury is expanding more and more into experiences, so besides the product, we need to provide a great experience for our consumers at every touchpoint with our brand – at our dealerships during purchase, during service, during all of those experiences.”
It’s especially important in the luxury space, says the Lincoln President, as the sort of “successful, affluent people” the brand is looking to court are, generally, “very, very busy, and time is the ultimate luxury for them.” He says that providing a strong experience can even turn customers into “brand ambassadors” that draw more buyers to the brand through word-of-mouth.
The results are hard to argue against. Lincoln sales are up 8.7 percent so far this year, after rising 10.4 percent in 2016, Motor1 points out, and while much of that is new product – the refreshed MKZ and all-new Continental, for instance – much of it is also undoubtedly attributable to the brand’s much-improved customer experience. Lincoln’s score in the J.D. Power Customer Service Index rose by leaps and bounds for 2017, allowing it to place third among luxury brands behind Lexus and Audi.