Lincoln today opens its first three Chinese stores in Beijing, Shanghai and Hangzhou, officially unveiling The Lincoln Way, a strategy Ford’s luxury division says was crafted to provide a unique 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,” Kumar Galhotra, president of Lincoln, says in a statement.
“The Lincoln Way demonstrates how a storied brand with a nearly 100-year history is innovating for our Chinese customers while staying true to our roots of personal service. Our Lincoln customers will not only get the very best when it comes to product, but also when it comes to the entire ownership experience.”
Lincoln plans to open five more 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 stores in the country, the automaker says.
The first stores in China first will offer the all-new Lincoln MKC CUV and the MKZ midsize sedan. Following the launch vehicles will be a new Lincoln MKX midsize CUV, a yet-to-be-announced fullsize sedan and a new Lincoln Navigator fullsize SUV. Plans call for five new vehicles in China by 2016.
