Lincoln opens brand experience center in California

Michael Martinez
The Detroit News

Lincoln Motor Co. recently opened a 5,200-square-foot experience center in a swanky shopping center in Newport Beach, California, that it hopes will draw more people to the brand.

Guests can use the center to casually browse Lincoln vehicles, customize their own car and set up an appointment with the closest dealer to buy it, or just relax with a free cup of coffee. It’s situated at Fashion Island in Newport Beach, an upscale, open-air shopping center with stores ranging from Louis Vuitton and Neiman Marcus to Forever 21 and Cheesecake Factory.

Lincoln officials say the experience center is meant to be a more personal, low-pressure way for customers to learn about — and potentially buy — Lincoln vehicles, and they’ll likely expand the center to other cities.

Lincoln’s hometown luxury rival, Cadillac, recently opened a similar center in New York. Called Cadillac House, the 12,000-square-foot space includes a coffee shop and space for events and vehicle exhibits. The brand said it will also use it for film screenings or tech-talk events.

The Lincoln experience center is part of the brand’s expanded “Lincoln Way” initiative to provide personalized luxury services.

Last month, the brand said it would offer a standard pickup and delivery service on all of its nameplates, starting this fall with the flagship Continental sedan.

Additionally, Lincoln said it will soon introduce its own version of FordPass, an app that creates a one-stop shop for parking and other commerce-related services catered to luxury customers. It is also in the pilot phase for the “Lincoln Miles” leasing service, which allows customers to monitor their miles with a phone app and earn rewards based on unused miles at the end of their lease.

“We’re continuing to expand on The Lincoln Way, and as we do, you’ll see a common theme — effortless and personal service for the client,” Kumar Galhotra, Lincoln’s president, said in a statement. “Lincoln will match compelling vehicles with world-class service.”

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