The Lincoln Motor Company continues its drive to overhaul the experience of purchasing a new vehicle, providing customers with transparent, trouble-free experience that are perfectly aligned with the luxury and refinement designed and built into each of its four SUV models.
What has come to be known as ‘The Lincoln Way’ is the cornerstone of all the company’s dealerships, which have reimagined and reinvented the vehicle sales and ownership experience, more akin to a five-star boutique hotel than a traditional car showroom. Here attentive, unobtrusive and specially trained staff see to the individual needs and requirements of clients who are often tired of the ‘hard sell’ when buying a new vehicle.
Sami Malkawi, Managing Director, Lincoln Middle East says much of the success of the Lincoln brand in the region is attributable to the ways in which customers are treated throughout the entire ownership experience. “We aim to have a differentiated customer journey at Lincoln,” he remarks, “and the lengths we go to in order to put people at ease are extraordinary. From the moment you approach one of our dealerships, you get an overwhelming sense of transparency, space and calm that is unmatched by anyone else.
“The differences become even more apparent inside, with tranquil water features and subtle branding. We have no sales desks, instead there are welcoming pavilions with luxuriant soft furnishings, where your sales assistant will sit next to you as you peruse the swatches of leather, wood and other luxury materials, and view the extensive paint samples to select your favoured specification. Everything is transparent – figuratively and literally – with absolutely no pressure. We don’t simply facilitate transactions; buying a Lincoln is a journey and our dealerships are as remarkably well designed as the vehicles in Lincoln’s line-up, which provide a calming, safe haven from the stresses of modern life.”
Lincoln’s extensive personalisation program includes the Presidential trim line for the models in the current range and customers interested in this level of luxury are hosted in special rooms. Here clients experience another sphere entirely, with special samples of Alcantara roof-linings, special hide trims that cover the full interior surfaces of Presidential models and world-class premium audio systems.
“We know that time is the ultimate luxury for many of our customers,” Malkawi continues, “and true to our word we offer total flexibility – if you can’t make it to one of our showrooms, the showroom can come to you. We’re more than happy to deliver test cars to potential and existing customers who prefer the ultimate in personal attention. And there is no difference whatsoever in what we do for our customers, whether they are choosing a brand-new vehicle or are interested in one that’s part of our Certified Pre-Owned program – The Lincoln Way applies to all.”
Once a new or approved Lincoln is ready to be collected by its new owner, this happens in another private space – a warm and welcoming environment away from curious eyes. Here a member of the Lincoln dealership team will detail and explain the features of the vehicle to familiarize the new owner and answer any questions before the car is driven to its new home. Naturally, this handover can take place at a customer’s home, place of work or hotel if so desired, in keeping with The Lincoln Way.
Transparency is key for the Lincoln Motor Company at every stage of the ownership journey, and that includes servicing. Malkawi explains that this incorporates a comprehensive built-in maintenance and warranty plans that are clear and unambiguous alongside service centres featuring extensive glazing through which owners can view Lincoln’s technicians as their cars are being worked on.
“The Lincoln Way”, he says, “is an experience, a journey like no other. And as this iconic company grows ever more popular across the Middle East, we are not standing still. On the contrary, we have some exciting developments planned that will especially resonate with our customers, who rightly expect the very best standards of service at all times. I invite anyone to come and experience a different way of buying their next vehicle with Lincoln.”
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