More Services Rolled Out For Lincoln Owners

Khodrocar - Lincoln is still rebuilding. The product rejuvenation is being done in a slow and methodical manner that has invited criticism. But an equal part of the equation is creating an ownership experience designed to make the Lincoln buyer’s life easier. And on this front, Ford’s luxury brand is moving at a faster pace.

In conjunction with the Los Angeles Auto Show and debut of the updated 2019 Lincoln MKX, which has been renamed Nautilus, brand president Kumar Galhotra has also announced an interesting new assortment of services. They range from a new monthly vehicle subscription service to a personal driver to membership in the CLEAR travel security program.

Lincoln Personal Driver is for those who don’t like Lyft or Uber because of the condition of the vehicles that can arrive or the logistics of a car seat. It could also be for someone who can drive to a medical appointment but can’t drive him or herself home after a procedure. "Instead of sending a car, we send a driver,” Galhotra said.

The pilot program started in the spring in Miami and San Diego and was initially called Chauffeur, but the name did not resonate well, so it changed to Lincoln Personal Driver. The next expansion is to Dallas, and it will be offering a driver who will also run errands. The driver can wash and gas the car or pick up laundry between drop-off and pickup. The starting hourly fee for a driver is $30 an hour, and Lincoln is still testing the elasticity of the pricing scale for additional errand services. Some free hours come with the purchase of a new Lincoln.

Ford is seeing a lot of affluent travelers choosing Lincoln. Recognizing that time is precious and is easily wasted in airport lines, Lincoln has partnered with CLEAR, which streamlines security at airports and arenas. Starting in January, Lincoln buyers get a free six-month CLEAR membership for themselves and a partner, and Black Label buyers get a yearlong membership.

Beginning early next year, Lincoln is launching a vehicle subscription service. The pilot program in California allows you to lease a vehicle for a month instead of locking in for a few years. Payment is month by month—you can continue leasing the same vehicle or change each month. Pricing varies by vehicle, and the subscription includes insurance, maintenance, roadside assistance, and vehicle pickup and delivery.

It is a business model that appeals to a generation used to monthly fees for their phone and other services and who are always looking for an upgrade, said Robert Parker, head of Lincoln global sales and marketing. "We want to reinvent leasing in the 21st century.”

The idea is not new to Ford. In May, Ford Credit introduced the Canvas subscription service. Lincoln takes the experience and tailors it to the luxury buyer. It also builds on Lincoln’s Pickup and Delivery program, which has been in place since 2016. Elsewhere in the industry, Cadillac has had success with its similar Book subscription service, which is expanding beyond the New York region, and Volvo is launching its Care by Volvo service with the new XC40.

Customers already research online, but Lincoln wants to make car buying and service easier and more convenient by not having to visit a dealership if you don’t want to. You can arrange for a test drive from your home, where the vehicle is then delivered for your use. You can evaluate it on familiar roads and performing everyday tasks for up to 48 hours. The purchase and ensuing paperwork can also be done from home.

Service appointments can be made with the Lincoln Way app, and a well-dressed Lincoln employee will pick up your vehicle wherever you choose and drop off a loaner until your own car is returned, fixed and clean. The app shows the location of the car so you know when to expect it back, and you can use it to pay your bill. There have been 60,000 pickups and deliveries since last year, and the service is creating a positive image for the brand and loyal customers, Galhotra said.

Lincoln started a pilot program with 10 dealerships in March. The automaker sought applications in August to expand the program. They received 75 applications, which they are going through now.