As Lincoln arrives, execs stress service

Century-old US auto brand Lincoln has opened a new chapter by bringing a new approach to luxury auto sales in China.

Marking its official launch on April 17 in Beijing, Lincoln showcased two models - the midsize sedan MKZ and the small SUV MKC - as well as the hospitality approach to ownership it will provide when its first eight dealerships open later this year.

"As a new brand entering the market, Lincoln has the perfect opportunity to differentiate ourselves by creating a new way of purchasing and owning a luxury vehicle that meets the personal needs of today's new customers," said Jim Farley, executive vice-president of Ford global marketing, sales and service and Lincoln.