The Lincoln Ecosystem
The Lincoln Ecosystem provides an alternative to China’s traditional 4S dealership.
When Ford Motor Company decided to bring Lincoln to China, they asked Eight Inc. to help develop a new customer experience for the premium brand.
Ford originally asked us to propose a new dealership design, but we soon realized there was a much larger opportunity here. As a new brand entering the Chinese market, Lincoln had the chance to differentiate itself by creating a new way of experiencing, buying and owning a luxury vehicle. Our challenge was to define a new branded experience for China ahead of Lincoln USA’s rebranding efforts. To make Lincoln relevant again, but this time to a younger Chinese luxury consumer. Our advantage was that Lincoln’s brand awareness in China was relatively low, so there was a huge opportunity to create something new and distinctive, as well as influence the brand’s global transformation.
The Lincoln Concours (our version of a dealership) launched in October 2014, with 3 sites opening in Shanghai, Beijing and Hangzhou. Within their first month of operation, these locations became the top performing dealerships worldwide.
The Lincoln Ecosystem provides an alternative to China’s traditional 4S dealership.
Rooted in the notion of great residential hospitality and a “one size fits one” approach, the Lincoln experience is a completely new automobile experience.
Much more than a new and improved dealership design, the Lincoln Concours introduces a new staffing model, new behaviors and ways of engaging with Lincoln guests to deliver a new experience.