Auto company personalizes online services
The Virtual Lincoln Way is an online endeavor that enables the US luxury automaker to deliver "personally crafted experiences" of The Lincoln Way to Chinese customers anytime, anywhere.
When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln store to taking possession of their new Lincoln vehicle online.
The Virtual Lincoln Way 1.0, featuring the "Explore" function, was launched in September. It provides an immersive 360-degree experience of a Lincoln dealership through WeChat, China's largest social media platform.
Its 2.0 version, with a "Shop" function now included, was launched at the Guangzhou auto show on Nov 20. It pushes forward by offering Lincoln Navigator shoppers the ability to chat live on WeChat with a Lincoln representative.
All of this can be done any place the customer prefers, and will be expanded to all Lincoln customers in the future.
Lincoln said The Virtual Lincoln Way further solidifies its position as a distinctive premium automotive brand that offers unique and tailored personalized experiences by putting the wants and needs of its customers first.
Major events
2014
April 17
The US luxury brand announces its China launch in Beijing, with its unique offering of "personally crafted luxury" called The Lincoln Way. The new MKC and MKZ are presented to Chinese customers.
April 20
The Lincoln MKX concept car makes its world debut at the Beijing Auto Show.
Nov 6
The first three Lincoln stores open in Beijing, Shanghai and Hangzhou.
2015
April 20
The newly expanded Lincoln lineup is presented at the Shanghai auto show, with the debut of three new models: the Lincoln Continental Concept, MKX and Navigator.
Sept 14
The Virtual Lincoln Way 1.0 is released. It provides an immersive experience of a Lincoln dealership through WeChat.
Oct 20
The Lincoln MKX hits the Chinese market, further strengthening Lincoln's position in China's medium-large sized premium utility segment.
Nov 20
Lincoln unveils the full-size Navigator SUV at the Guangzhou auto show. One of the brand's most iconic models, the Navigator embodies the world-class design and intuitive, innovative technology that sets Lincoln apart.
The Virtual Lincoln Way 2.0 is released.
lifusheng@chinadaily.com.cn
(China Daily 11/23/2015 page12)
