Iconic auto brand looks to redefine luxury ownership 'The Lincoln Way'

With a heritage linked to presidents, royalty and movie stars, the iconic Lincoln luxury auto brand opened its first stores in Beijing, Shanghai and Hangzhou on Nov 6, officially unveiling 'The Lincoln Way', a unique new automotive ownership experience for Chinese customers.

"The launch of 'The Lincoln Way' and our first Lincoln stores in China mark 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 nearly 100 years of history is innovating for our Chinese customers while staying true to our roots of personal service. Our Lincoln customers not only get the very best when it comes to product, but also when it comes to the entire ownership experience."