2016 was a banner year for Lincoln Motor Company. In addition to a 10 percent rise in U.S. sales, numbers tripled in China, the fastest growing auto market in the world.
Some of this success can surely be attributed to the company’s recent rebranding efforts, undertaken to establish Lincoln as a unique, sophisticated brand with an identity separate from parent company Ford. Their target demographic is the same customer base being pursued by other luxury makers like BMW, Mercedes-Benz, Audi and Cadillac. Lincoln hopes to offer these consumers something more than the competitors, and that something is superior customer service.
“We noticed that the greatest luxury is time,” Lincoln President Kumar Galhotra told the Detroit Times in April. The goal is to provide an auto buying and owner experience that doesn’t interrupt the customer’s life. From using real owner input in the design process to upgrading service plans, a customer-centric approach is being taken to make sure Lincoln is top of mind whenever a consumer is shopping for a new vehicle that will fit his or her lifestyle.
The debut of the all new Lincoln Continental this year proved that Lincoln is talking these goals seriously, and the development of Lincoln’s Black Label line has worked to increase brand awareness in the luxury market. With the unveiling of the upgraded 2018 Lincoln Navigator at the New York Auto Show this month, the transformation continues.
The recent sales numbers show that response from consumers has been positive. Time will tell if the trend will continue, but if reactions to the new Navigator are any indication, Lincoln is well on its way to achieving greater success.
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