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

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 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