In the opening of new spacious Dallas Experience Center, Ford brought its Lincoln brand to a showroom at the Dallas Cowboys' headquarters and offered visitors the opportunity to learn about The Lincoln Motor Company in a luxurious, comfortable and relaxed-pace environment.
The brand center, located at The Star in Frisco, Texas, invites consumers to experiment a vehicle on displays and interact with a local dealer at their convenience.
The first location was opened in Newport Beach, California, during the social event where the Ford-owned Lincoln company received more than 82,000 visitors from across the country.
According to the company, 85 percent of those guests show that they are more likely to make a purchase of the Lincoln product following the visit.
These centers set Lincoln apart from the competition in the automotive manufacturing industry by expanding the brand's "Lincoln Way" initiative that stands out in the eye of consumers. The company believes that these centers are designed for clients' experience in a more personal, low-pressure approach such as learning about the brand and possibly purchasing Lincoln products.
General Motors-owned Cadillac established the Cadillac House, a coffee shop and showroom in Manhattan, for an effort to attract consumers who seek and purchase Cadillac's brand products, similar to what Ford's luxury car manufacturer Lincoln did when they launched its Lincoln Experience Center.
In 2015, General Motors moved Cadillac from Detroit to New York City.
Lincoln lists the fastest-growing luxury market in U.S.
The industry statistics show that Texas is the second fastest-growing markets in the nation behind California, with Lincoln's sales rising 6 percent through the first seven months of 2017, which marks the strongest brand.
Thanks to the Lincoln Continental for the comeback last year, the brand sales rise. Lincoln is expected to introduce the new 2018 Navigator later this fall.
According to the report, the China's original idea "Lincoln Way" played a crucial role in company's success. Lincoln sold 32,558 vehicles in 2016, making the company the best-selling luxury brand in China.
The company has also become the fastest-growing brand in the United States last year by selling 62,395 vehicles to shoppers.
Lincoln-Cowboys' Sponsorship Agreement
Last year, the sponsorship agreement between Lincoln and the Cowboys had been signed to become the Cowboys' official luxury vehicle partner. The company also acquired naming-rights to Cowboys' indoor stadium as well as practice facility at the Star, a 91-acre campus that featured the state of the art indoor football stadium.
As a part of the agreement, Founder Club incorporated the name of the Lincoln Motor Company in the surrounding dining area at the Cowboys' stadium. The club offers first-rate ticket holders personal seat license for $150,000 per season (including the actual cost of the game tickets) and perks (including VIP parking, cushioned seats and free food and beverages in the dining area).
Lincoln also named nearby Omni Dallas Hotel as the official luxury vehicle.
