(November 7, 2014) Lincoln opened its first three stores in Beijing, Shanghai and Hangzhou today, officially unveiling The Lincoln Way, a unique new automotive ownership experience for Chinese luxury customers.

“The launch of The Lincoln Way and our first Lincoln stores in China marks an important milestone for Lincoln’s reinvention as a global luxury automotive brand,” said Kumar Galhotra, president of Lincoln.

“The Lincoln Way demonstrates how a storied brand with a nearly 100-year history is innovating for our Chinese customers while staying true to our roots of personal service. Our Lincoln customers will not only get the very best when it comes to product, but also when it comes to the entire ownership experience.”

In addition to these first three locations, Lincoln will open five more Lincoln stores in China by year’s end, and a total of 60 stores in 50 cities in China by 2016. The Lincoln Way will be embedded in all Lincoln stores in China.



Lincoln says The Lincoln Way will serve today’s younger and more discerning luxury customers who value individuality. Through Lincoln’s specially trained staff, customers will experience a warmer, more engaging purchasing and ownership experience personally crafted to their individual needs and desires.

The Lincoln Way was developed over three years and is based on research across luxury retailing experiences from different sectors, including hospitality. Key elements of The Lincoln Way include a dedicated Lincoln Team; a distinct, welcoming, home-like environment featuring a relaxing tea room; intuitive personalized technology, with an exclusive Personalization Studio; and complete sales and service transparency.

The Lincoln stores in China will first offer the all-new MKC small premium utility vehicle and the MKZ midsize premium sedan. The Lincoln MKZ and MKC will be followed by the Lincoln MKX, the Lincoln Navigator and an all-new full-size luxury sedan, fulfilling the brand’s promise to bring five new vehicles to China by 2016.

“The launch of the Lincoln Way in China is the result of our global team researching a wide array of luxury brands,” said Robert Parker, president of Lincoln China. “After extensive concept testing with luxury consumers, a comprehensive customer experience was developed defining the ‘Lincoln Way.’ We believe the resulting customer experience will reshape luxury automotive ownership in China today.

“We are humbled by the efforts our first three partners are putting forth sharing our vision of The Lincoln Way. Their experience in the luxury automotive industry and excellence in customer service represent the winning combination we believe customers will appreciate.”