Lincoln Rolls Out "Black Label Experience" - Will That Give Them The Premium Edge?

Ford’s Lincoln brand, understanding its desperate need to make a mark in the luxury segment, will roll out its Black Label premium experience, which extends well beyond plush seats and fancy wheels, at select dealerships in six states starting next month.

Lincoln chose the 32 showrooms in California, Texas, Florida, New York, New Jersey and Michigan based on their ability to convey the warmth, richness and exceptional personal service Black Label is intended to embody.

The six launch states were selected because they collectively represent 65% of the luxury vehicle market in the U.S. Five of the 32 stores are in Michigan, including four in metro Detroit and one near Grand Rapids. There are 909 Lincoln dealers in the U.S.

An extensive certification process is in place requiring Black Label showrooms to use premium materials for floors and paneling and to incorporate soft lighting and the right ambience, says Andrew Frick, Lincoln’s group marketing manager.

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MDarringer - 11/17/2014 7:10:18 PM

+3 Boost

People still will know they are just Mercurys with Lincoln badging. Lincoln not being taken seriously is not about the dealer experience but the absolute lack of appropriate product.

When does the Lincoln Focus come?

TheSteve - 11/17/2014 8:01:14 PM

+3 Boost

I have novel idea for Lincoln: If you want people to perceive your products as premium vehicles, the create premium vehicles!

I believe consumers will quickly catch on. You'll probably raise some eyebrows amongst reviewers and the trade magazines, too! C'mon, give it a try. What do you have to lose?

Benzes1 - 11/17/2014 11:36:14 PM

+1 Boost

No, this is joke for a joke of a luxury brand. If they made more compelling vehicles they wouldn't such fluffy/BS to sell cars.

Benzes1 - 11/17/2014 11:37:06 PM

0 Boost

*** Need ***

JDMUSMuscle - 11/17/2014 11:43:35 PM

-4 Boost

California, Texas, Florida, New York, New Jersey and Michigan... California, Texas, Florida and New York are understandable as those 4 states are the "only" remaining U.S. states that are big enough to do something for the rest of America, but New Jersey and Michigan? Really? There are actually many luxury car buyers in those?

And Lincoln. Oh, Lincoln. What can I say.

No American wants a joke brand that is from a country that is as good as a joke itself. Just like everyone here on Autospies agrees.

The world standard is European, not something from a third world country.

cidflekken - 11/18/2014 11:16:37 AM

-1 Boost

So, this will be like Nordstrom selling clothes and merchandise from Target.