Lincoln Way in Retail
When Lincoln entered the Chinese market, we didn't simply take-on local conventions, we created an experience beyond what customers thought possible.
Dealerships ranked #1, #2, & #3 in China
190.6% increase in Sales
12,450 vehicles sold in Q1 & 2
Introducing Lincoln Luxury to China
In China, the car-purchase experience was seen as necessarily unpleasant, revolving around stressful deal-making with a transactional opponent.
We designed the environment, experience, training and technology based on the kind of hospitality Chinese residents expected in somebody’s home. Where suspicion was endemic, Lincoln built trust. In place of transactions, they built relationships. We also proposed a smarter approach to locations, to fit the way Chinese cities were evolving. A series of smaller, more visible, and accessible spaces in urban centers gave customers the awareness and motivation to visit larger suburban dealerships.
“After launching in China, 12,450 Lincoln Vehicles were sold in the first half of the year. That is more volume than brands such as Cadillac and other brands that took years to achieve. The perception of Lincoln in China is now superior to brands like Audi and Lexus in China.”
Digital Experience
Omnichannel Experience
By further enhancing and extending Lincoln Way from physical channels to digital channels, we have created a seamless, joyful and distinguished experience in customer’s own terms via omni-channel, within entire Lincoln ecosystem.
The Clubhouse
Building on the “clubhouse” concept, we transformed the Lincoln Way 1.0 experience into Lincoln Way 2.0, offering a welcoming clubhouse atmosphere that emphasizes networking and relationship-building. By expanding Lincoln Way from physical to digital channels, we’ve created a seamless, joyful, and personalized omni-channel experience, tailored to customers' preferences across the entire Lincoln ecosystem.
Since its rollout at the end of 2021, Lincoln Way 2.0 has been implemented in 18 dealership stores, receiving positive feedback from dealers and generating significant buzz on social media.
