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:

Comments

Login or Create new account to add a comment!

Recommended

Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Now on sale in several major markets around the world including Europe, the BMW 5 Series (G30) heralds the arrival of the new seventh generation and represents a whole new...
by - February 19, 2017
Just recently, it was speculated that a new Porsche Cayman GT4 RS is coming. There is no official confirmation yet from the German sports car maker, but the arrival of...
by - February 18, 2017
Will there be a BMW M4 CS? Apparently, there is a Club Sport version of the BMWM4 after it was sighted in California doing a shoot for a new commercial...
by - February 18, 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