The Lincoln Motor Company is planning to launch a pilot vehicle subscription service, à la “Book by Cadillac”, that will allow subscribers to take out vehicles month-to-month, with insurance, maintenance, roadside assistance, and pickup/delivery all provided as part of a monthly fee. The pilot program will launch next year in California, and could later expand to other markets, should Ford’s luxury division decide it could be a profitable venture.
The paid Lincoln vehicle subscription service follows another bold Lincoln pilot program called Chauffeur, which was launched in Miami and San Diego. As the name suggests, it’s a service that offers Lincoln customers the opportunity to pay for the use of a personal driver, who can be tasked with getting groceries, filling up the tank, or simply driving the customer around in his or her own Lincoln vehicle.
That service, now rebranded as the “Lincoln Personal Driver” program, is now expanding to Dallas, which Lincoln says is the sixth-largest market in the United States.
“Research shows us that luxury customers are using [similar services] in their daily lives,” Lincoln Group Vice President Kumar Galhotra says. “We take it one step further by allowing our owners to use this service with their own vehicle, on their own time, and for a number of tasks to make their experience as effortless as possible.”
The Lincoln Motor Company announced something else recently: a partnership with CLEAR. CLEAR is a service that helps simplify voyages from the airport by providing a quick, predictable way through airport security. Starting in January, new Lincoln customers will be given a complimentary CLEAR membership, allowing them to zip quickly through security at more than 30 participating airports and major arenas across the country. Checking in usually takes mere minutes, CLEAR claims.
“Our clients tell us time is their ultimate luxury,” Galhotra says. “So we’ve paired our exceptional vehicles with world-class services in collaboration with CLEAR to enable them to travel along their journey even more effortlessly and efficiently.”