Lincoln recently opened its first ultra=luxury showrooms in three cities across China. The new showrooms are in the cities of Beijing, Shanghai and Hangzhou.
These new showrooms are "living spaces" with just a few Lincoln models on display to give customers an idea of the range of vehicles available. This is being dubbed, "The Lincoln Way."
Families come into the showroom which has home like features such as a tea room and lounge seating. Lincoln is hoping to be able to define itself as different from the rest in China through its products and a re-imagined buying experience."The launch of the Lincoln Way in China is the result of our global team researching a wide array of luxury brands," said Lincoln China president Robert Parker. "We believe the resulting customer experience will reshape luxury automotive ownership in China today."
by the end of the year the company will open eight stores across the country before expanding to 50 cities by 2016.