When describing its future plans for reviving the Lincoln brand last August, Ford’s soon-to-be-retired global product development chief, Derrick Kuzak, interestingly pointed to small boutique hotels as the most likely destination for its buyers, rather than large chain luxury hotels like the Ritz or Four Seasons.
Now, Jim Farley, Ford’s global head of marketing and sales, told Reuters about sources of inspiration stemming from luxury hotels as vital examples that will be used to help redefine the “ Lincoln experience.”
In particular, Farley recounted recounted a stay at the Graves 601 hotel in Minneapolis, Minnesota, during which the hotel staff took it upon themselves to replace the marketing chief’s Wall Street Journal with a copy of The Detroit News. The staff explained the swap by telling Farley that they figured he would prefer a copy of his hometown paper. Farley concurred, adding, “It’s a simple thing, but I want to go back there.”
While improving customer service at corporate headquarters and dealerships for Lincoln will certainly be needed if Lincoln wants to be taken seriously in the luxury space, so too will be providing customers with a competitive lineup of cars, crossovers and SUVs – something Ford has yet to prove they can do for their ailing luxury brand.
