Ford’s premium Lincoln Motor Company brand has opened a second “Experience Center” showroom, this one located near the city of Dallas, Texas at the The Star in Frisco – home of the Dallas Cowboys World Headquarters. The location is appropriate, both because Lincoln became the official automobile of the Dallas Cowboys back in 2016, and because Texas, says the luxury brand, is the second-fastest-growing luxury market in the US after California.
Lincoln’s first Experience Center opened last year in Newport Beach, California at Fashion Island. In the time since, more than 82k people have visited, and nearly 85 percent of them have indicated that they are more likely to purchase a Lincoln because of their visit.
Lincoln’s Experience Center at The Star in Frisco is a luxurious space for potential customers to come and learn about all the brand has to offer, with opportunities to learn about the brand’s design inspirations, experience current products up close, and customize their ideal Lincoln vehicle. Visitors who are moved to action can arrange a test drive experience through on-site personnel, or set up a meeting with the most convenient dealer if they’re interested in purchasing a vehicle.
The Lincoln Experience Centers are part of “The Lincoln Way“: the brand’s strategy for attracting new, upscale customers by providing a suite of convenient, luxurious customer experiences that includes nationwide Pickup and Delivery, and pilot programs for chauffeur and at-home-test-drive services.
“Our clients tell us that the ultimate luxury today is time, so the experiences and solutions we’re creating focus on respecting that extremely scarce resource,” says Lincoln President Kumar Galhotra. “Lincoln looks forward to providing clients in the Dallas-Fort Worth area the personalized experiences and services they expect and deserve. We’re excited about showing them all Lincoln has to offer.”