Ford’s luxury brand is reaching out to potential customers who “want to be part of something a little bit bigger,” with membership privileges that include fine dining and weekend getaways.
Andrew Frick, Lincoln’s group marketing manager, discusses new Black Label offerings at Hines Park Lincoln in Plymouth, MI.
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PLYMOUTH, MI –’s Lincoln brand, understanding its desperate need to make a mark in the luxury segment, will roll out its Black Label premium experience, which extends well beyond plush seats and fancy wheels, at select dealerships in six states starting next month.
Lincoln chose the 32 showrooms in California, Texas, Florida, New York, New Jersey and Michigan based on their ability to convey the warmth, richness and exceptional personal service Black Label is intended to embody.
The six launch states were selected because they collectively represent 65% of the luxury vehicle market in the U.S. Five of the 32 stores are in Michigan, including four in metro Detroit and one near Grand Rapids. There are 909 Lincoln dealers in the U.S.
An extensive certification process is in place requiring Black Label showrooms to use premium materials for floors and paneling and to incorporate soft lighting and the right ambience, says Andrew Frick, Lincoln’s group marketing manager.
“Black Label is really the ultimate expression of what the Lincoln brand will stand for, in terms of our quality, design and our personal service,” Frick says.
Prospective customers on tight schedules can count on a personal visit from a Black Label representative anywhere within 30 miles (48 km) of a certified dealership.
Ahead of this week’s Los Angeles auto show, Lincoln announces the Black Label package will cost $5,995 and will be available first on the MKZ sedan and MKC CUV.
That price is in addition to top-level Reserve trim for those models. Reserve pricing ranges from $40,930 to $44,565 for MKC and from $40,455 to $43,575 for MKZ.
Each time a Lincoln vehicle is all-new, such as the next-generation Navigator now in the pipeline, a Black Label version will be offered.
The service includes upgraded materials, annual vehicle detailing, anytime car washes, 4-year/50,000-mile (80,465-km) extended premium service maintenance coverage and access to a no-cost rental when covered maintenance is performed.