Lincoln is desperately trying to boost its luxury image with vehicles like the MKZ concept, but new products will be just part of Lincoln’s revival strategy. The automaker’s dealerships will also play a crucial role, and more than half have agreed to update their facilities per Ford’s request.
Ford isn’t giving exact figures, but the automaker says more than half of its remaining 325 Lincoln dealers have agreed to the updates. More importantly, 75 of Lincoln’s major market dealerships in cities like New York, Los Angeles, Dallas, Philadelphia, Atlanta and Chicago have started or already completed the upgrade process.
Lincoln is hopeful the improved showroom atmosphere will help the brand better compete with luxury heavy-weights like Lexus, BMW and Mercedes-Benz.
“What is most important is that our vision for Lincoln is about personalized service’” Ford marketing head Jim Farley told Automotive News. “I don’t want to leave you with the impression that our vision is beautiful furniture and nice tile. What really matters to us is a really nice environment.”
Ford has also been successful in its quest to pare its Lincoln dealerships, cutting its total count from about 500 to 325.
Lincoln struggled to find buyers in expanding market last year, with sales slipping slightly to 85,643 units. In comparison, segment-leading BMW sold 247,907 vehicles in 2011.
