Lincoln dealerships to focus on improving the customer experience, says Jim Farley

Article by Christian A., on November 10, 2010

Ford Motor Co.’s top marketing executive says Ford wants the initial changes to Lincoln dealerships to emphasize customer experience more than store redesign. Jim Farley, Ford group’s vice president of global marketing, sales, and service, says that research shows that to boost sales, customers have to get “what they're accustomed to -- or more.”

In the next 60 days, Lincoln’s regional reps will visit dealerships to see if they want to remain with the franchise. Farley, when interviewed at the Specialty Equipment Market Association show, said he was not ready to reveal what Ford expects from Lincoln dealers.

However, Farley said that the center of Lincoln’s latest marketing campaign, world-class technology, should be part of the dealership experience. While he did not give details, Farley said that the company has noticed “a dramatic change in luxury attitudes.”

He said that boomers have been “through the wringer,” with how the economy has affected their “expectations and their feeling of wealth.” Farley added, “A return to 'what you get for what you pay' has a lot of resonance.”

He said Lincoln aims to have 300 dealerships in major metro markets, which is much fewer than the current 495 dealerships. However, Farley did not give an overall total of what Lincoln wants. He also would not say how many dealers want to drop the franchise. [via autonews - sub. required]

If you liked the article, share on:

Pin It

Comments

Recommended

Lamborghini has disclosed that it is looking into the possibility of releasing electric vehicles. With the Volkswagen Group revealing that it will be releasing electric vehicles within several years, there...
by - March 25, 2017
Daimler AG, through its Smart division, has disclosed that its two electric models, the Smart ForTwo and the Smart ForFour are now open for orders in Germany. Official market launch...
by - March 25, 2017
Lamborghini has officially offered clear proof that the Huracán Performante was able to set a new record at the Nürburgring Nordschleife with a time of 6:52.01 It was in early...
by - March 25, 2017
Top Gear has revealed that for its “Stars in a Reasonably Fast Car” segment, it will now be using a slightly enhanced Toyota GT86, which in the U.S. market is...
by - March 24, 2017
Porsche is laying aside any plans of pushing another hybrid hypercar into their line-up -- at least not at this time. Oliver Blume, Porsche Global Chief confirmed in a recent...
by - March 24, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries