Lincoln Motor Company Opens First Stores in China

Lincoln MKZ
Lincoln MKZ

Lincoln opened its first three stores in Beijing, Shanghai and Hangzhou on Thursday, officially unveiling The Lincoln Way, a new automotive ownership experience for Chinese luxury customers.

“The launch of The Lincoln Way and our first Lincoln stores in China marks an important milestone for Lincoln’s reinvention as a global luxury automotive brand,” said Kumar Galhotra, president of Lincoln.

In addition to these first three locations, Lincoln will open five more Lincoln stores in China by year’s end, and a total of 60 stores in 50 cities in China by 2016. The Lincoln Way will be embedded in all Lincoln stores in China.


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The Lincoln Way will serve today’s younger and more discerning luxury customers who value individuality. Through Lincoln’s specially trained staff, customers will experience a warmer, more engaging purchasing and ownership experience personally crafted to their individual needs and desires, says the company.

The Lincoln Way was developed over three years and is based on research across luxury retailing experiences from different sectors, including hospitality. Key elements of The Lincoln Way include a dedicated Lincoln Team; a distinct, welcoming, home-like environment featuring a relaxing tea room; intuitive personalized technology, with an exclusive Personalization Studio; and complete sales and service transparency.

The Lincoln stores in China will first offer the all-new MKC small premium utility vehicle and the MKZ midsize premium sedan.

The Lincoln MKZ and MKC will be followed by the Lincoln MKX, the Lincoln Navigator and an all-new full-size luxury sedan, fulfilling the brand’s promise to bring five new vehicles to China by 2016.

The Lincoln Motor Company is the luxury automotive brand of Ford Motor Company.

RMN News

Rakesh Raman