Lincoln, which is in the process of reinventing itself, said that over 50% of its dealers in the top 130 U.S. markets have expressed their commitment to upgrade their dealerships. Lincoln considers this to be a major step since several dealers were undecided since they were doubtful that Ford Motor Co. would be able to revive the brand. About 75 dealers in cities like New York, Los Angeles, Dallas, Philadelphia, Atlanta and Chicago have either constructed new facilities or did major renovations at their stores in accordance with Ford’s Trustmark facilities plan.
As part of this reinvention, Lincoln is reducing its number of dealerships. It used to have 500 dealers but it went past its target and now has fewer than 325 dealers. Ford didn’t say exactly how many of these 325 dealers have upgraded their stores.
Less than a month ago, Lincoln had presented its MKZ Concept car at the Detroit auto show, providing a preview of the future design direction of the brand. According to Jim Farley, Ford vice president of global marketing, sales and service, dealers are committed to improve their buildings and showrooms but also to offer “personalized service,” which he described as the “most important.”