OREANDA-NEWS. Lincoln strengthened the brand’s expansion into Northwestern China with the opening of its Urumqi Huachang Lincoln Store. Urumqi, the western-most provincial-level capital of China, was once a key hub in the Silk Road. The historical city is again becoming a pivotal point in connecting the country with Central Asia and Europe, as China is strengthening its external ties.

This announcement follows on the heels of the opening of new Lincoln Stores in Shenyang, Weifang and Tianjin since late September. These openings show Lincoln’s commitment to expand the Lincoln Way through its dealer network and through China.

“We are extremely excited to announce the opening of our Urumqi dealership,” said Robert Parker, president, Lincoln China. “In the past few months, our dealership network has continued to grow, and these latest openings really show our commitment to markets demanding higher levels of customer service all around the country.”

Lincoln is on track to have at least 25 Lincoln Stores open by the end of this year with a comprehensive network of 60 dealerships in 50 cities by the end of 2016. The brand has already established itself in the country’s largest markets and continues to venture deeper into mid-tier cities where a new generation of luxury customers is quickly growing.

Expanding Product Portfolio Enhances Personalized Experiences

Complementing Lincoln’s comprehensive expansion plans is an expanding and competitive product portfolio. The new Lincoln MKX is a particular point of current excitement surrounding the brand. The vehicle features an available 2.7-liter twin-turbocharged EcoBoost V-6 engine. The vehicle displays an excellent blend of refinement and power, and showcases Lincoln’s innovative technologies and design concepts, both inside and out.

Beyond the Lincoln MKX, Lincoln boasts a lineup of class-leading vehicles that includes the Lincoln MKC, a small premium utility vehicle, and the Lincoln MKZ, a midsize premium sedan. All three models are available in four different trim packages: the Reserve, the Select, the Preferred and the Presidential Series.

“It’s truly an exciting time for Lincoln,” said Wang Sheng, vice president, Northwest Region, China Grand Auto, a representative of the dealership investors. “Their current lineup is perfectly aimed at popular market segments, and really shows the best of the brand’s heritage and ability to give customers the specific features they value, both now and into the future.”

Two other models are to be introduced by the end of 2016: The full-size luxury SUV Lincoln Navigator, launching at Auto Guangzhou 2015, and the much-anticipated full-size Lincoln Continental sedan, launching next year.

The Lincoln Way, for a New Generation of Customers

The Lincoln Way underpins all of Lincoln’s efforts in opening to the Chinese market. Leveraging deep insights developed by an extensive survey covering everything from banking to hospitality industries, The Lincoln Way is an innovative new model for car ownership. It is a keen demonstration of the implicit understanding that the new generation of luxury vehicle consumers is focused on intensely personal experiences and deep connections with brands.

The Lincoln Way does away with the traditional transaction-focused model to apply a “one-size-fits-one” approach. By putting the relationship between the customer and the brand at the center of guest interactions, Lincoln is able to provide continually better and more personalized service for each individual customer and better create long-lasting emotional connections.

As an important element of this new overarching philosophy, Lincoln stores are all built around their customers, using clean, elegant designs, harmonious colors and quality materials. The distinct, welcoming environment features a relaxing teahouse and intuitive technologies, like the Personalization Studio where customers can customize and preview life-size versions of their vehicles.

A team of Lincoln Institute-trained staff is assembled at each dealership to anticipate guests’ needs. Consumers can also enjoy personalized test drives, which can be arranged at any dealership or online; full maintenance transparency, available in each Lincoln dealership with a live video feed; and flexible service hours, extended to fit our clients’ busy schedules as needed.

This personally crafted luxury extends online with the recent announcement of “The Virtual Lincoln Way”. When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln store to purchasing their new Lincoln vehicle online.