The impression of American luxury seems to be unable to jump out of the keywords of big, luxurious and enthusiastic. This time, the American luxury I saw and experienced at the new Lincoln Way Experience Center in Shaoxing Wanming is not as fierce as fire, nor is it luxuriously exposed, but a kind of atmosphere contains meticulous thoughtfulness, luxury contains the temperature of intelligent technology, and warmth contains the experience of co-creation and sharing.
Mao Jingbo, President of Lincoln China
Mao Jingbo, President of Lincoln China, said, "The birth of the new Lincoln Way Experience Center is a key step towards digitalization from product to customer experience. We listen to our customers and drive the new upgrade to Lincoln Way 2.0 to treat you like a friend. Luxury, context, youth, socialization and modern American luxury club experience are for you. We believe that the "Lincoln Way" that Lincoln has always been proud of will usher in a comprehensive iteration of intelligence and digitalization. ”
1. Experience luxury
The master architect I.M. Pei once said: "Architecture is alive, although it is solidified, but it contains humanistic ideas on it." "At the new Lincoln Way Experience Center in Shaoxing Wanming, the architectural style we see is atmospheric, but what we experience is a deeper interpretation of American luxury by the Lincoln Way. Driving here, you will be greeted by a breathing lamp inspired by the Lincoln logo and a three-dimensional light brown façade, and when night falls, the breathing light will slowly light up, flickering brightly and dimly, as if there is life.
Just stepped into the new Lincoln Way Experience Center, greeted by the staff's double door welcome ceremony, the Lincoln water wall in front of us once again expressed welcome with a trickle of water, and sent blessings, water in Chinese culture means calm and beautiful, this water wall not only plays the role of the entrance, but also Lincoln's unique sense of ceremony.
On both sides of the water wall is the star car catwalk, on the circular platform display is Lincoln's star model, if close to any side of the star show car, the exhibition car will be gracefully rotated to face us, while the intelligent atmosphere lights will automatically light up, you can control the digital standing plate to control the vehicle steering at will, so that the car appreciation becomes a kind of respect and enjoyment.
Further inside, behind the water wall is the Lincoln brand time machine, customers can learn about the history, present and future of the Lincoln brand through the interactive interconnection of the triple screen and IPAD.
We can complete the reservation in the Lincoln Mall through ONE ID, and when we arrive at the store, we can see our name appear on the big screen of the brand time machine; then by scanning the code to punch, we can not only get points, but also feel the warm greetings from the new Lincoln Way Experience Center; not only that, we can also click a cup of coffee or the meal we want in the menu, and we can also choose our favorite reception and visit.
After exploring, you will be greeted by a walk of fame, each brass star on the floor corresponds to a model, as if the Hollywood Walk of Fame, Lincoln's Walk of Fame shows those Lincoln models that can bring you a better life, you can order a cup of "Lincoln special tune" in the walk of fame café next to it, enjoy drinks and snacks while enjoying the car, and experience the openness and inclusiveness of the American luxury club.
Take a slow stroll to the social leisure area, take a break after watching the car, or chat with three or two friends. The detail that touched me very much is that the seating here is not arranged like a general 4S shop, with several sofas and several tea rules, but divided into several areas. If you come alone to find a separate seat to sit, there will be no embarrassment of sharing a table with others; if you come with your family, you can sit in the shared negotiation area, and the family can happily discuss the purchase of a car, chat in a more relaxed and open way, both private and warm.
Further down from the social and leisure space is the multi-functional My Space where various events can be held, The Lincoln SOHO where customers can enter work and hold meetings at any time, the customer restaurant, the physical and mental revitalization space, and her way.
Shaoxing Wanming's new Lincoln Way Experience Center customer restaurant, whether it is the display in the room, or the placement of tables and chairs, if we are not in the Lincoln Way Experience Center, you will definitely think that this is a high-end Western restaurant.
Next to the physical and mental revitalization space, each placed a full-featured massage chair, if you do not want to be disturbed can pull up the sliding door, privacy is excellent, in the inside massage, nap, relax, are a kind of enjoyment.
Next to the massage room is her way, a space that is custom-made for ladies, where you can enjoy manicures and host various events from time to time. I think Lincoln Cars must have overheard me complaining to my girlfriend, "The car is being repaired, if only we could get a nail by the way." "Today, the iterative upgrade of Lincoln's Way has also made our needs constantly met.
On the edge of the customer rest area, is the Child's Heart Qihuan Park, but in the shaoxing Wanming new Lincoln Way Experience Center, the children's park is close to the customer rest area, and parents can see their children's every move when they sit in the rest area, which is safe and intimate.
If I use intimacy to summarize my experience of visiting the store, it is a bit thin. After a rough walk around, the American luxury I experienced was a kind of high emotional intelligence that I understood your needs, which was also a kind of empathy for the new Lincoln Way Experience Center.
"Is selling a car really selling a car?" The Lincoln brand believes that "it is not", consumers who come to see the car at the new Lincoln Way Experience Center do not have a sense of oppression that is closely followed by sales, but comfortably appreciate the car at the old friend's home, calm and calm, warm and inclusive. I believe that the owners of Lincoln Cars, when buying a car, are not only the car itself, but the care and care of the entire car buying and using cycle.
2. Digital luxury
What are you most worried about when you go to the car? Is it that the color you want does not have a real car: the interior you customize can't feel the texture? These concerns do not exist at the new Lincoln Way Experience Center, because Lincoln upgraded the ingenious customization space, where we can see all the paint colors, we can touch all the interior materials, if you are worried about color matching, you can take the display board down and put it on the custom table for comparison.
If you still feel that it is not intuitive, then use high-tech digital customization to appreciate the car. We customize our own desired models on the IPAD, whether it is Chicago, san Francisco Bay Area or colorado Rocky Mountains can be satisfied, after customization can generate an exclusive video, you can click to the big screen in front of you, you can also scan the code to import your own mobile phone, and then send it to your family and friends to share joy.
There are more surprises in the process of visiting the store, and these digital devices we have seen and experienced can achieve OTA upgrades, including content updates and functional upgrades, so that we can experience a richer and more intelligent digital experience.
3. Create luxury together
At the shaoxing wanming new Lincoln way experience center, all the staff gave me the feeling of being an old friend who has been together for many years, and can talk about the latest situation and talk about feelings.
Order a special drink from the Aviator at the Avenue of Stars Café and take a break amid the aroma of coffee. This shop always gives me the illusion that it is not in a 4S store, but in a café, restaurant, art gallery, where everything is arranged from a human point of view, and every detail can be taken care of by people who come here.
In the fashion living space, not only the surrounding products of the Lincoln brand are displayed, if you have time, you can also feel the leather goods making process and create your own masterpieces.
With the rejuvenation of the automobile customer base, luxury brands have made attempts to break the circle and cross the border. Lincoln is no exception, "Lincoln Way" in 2021 to upgrade the launch of "one-day store manager", "Lincoln Way" and other customer co-creation experience, so that customers in the co-creation and sharing experience to better understand the Lincoln brand, to achieve a win-win situation, but also increase the community stickiness.
In my space at the new Lincoln Way Experience Center, customers can use their brains to do whatever they want, for example, if the customer wants to prepare a grand surprise proposal, Lincoln will set up a proposal wall, and the car and proposal can harvest double the joy. This space is completely open to car owners, do live broadcasts, classes, do demonstrations, as long as there is a need to make an appointment in advance.
Chatting with the staff, they mentioned that they had just held an exhibition of the owners' paintings at My Space last week. This kind of co-creation activity can not only bring the relationship with the owner closer, but also reflect the tonality of the Lincoln Way brand of Lincoln Motors.
Most of the definitions of luxury brands by ordinary people focus on high prices, beautiful design, large space, and beautiful decoration, but Lincoln Motors is constantly exceeding customer expectations in all aspects. As Ford China President and CEO Anning Chen put it, the "Lincoln Way" is the way to support Lincoln's rapid growth success. Everyone is welcome to visit here and experience the pure American luxury experience that Lincoln has prepared for you.
Chen Anning, President and CEO of Ford China
Details are king, and the American luxury represented by lincoln way experience center is an experience beyond luxury, and every detail in the exhibition hall reflects the value of people and the temperature of human nature. Here, what I see is the high emotional intelligence that understands your needs, the carefulness that is not easy for others, and the feeling of exceeding expectations. There is no standard answer to the ultimate meaning of American luxury, but the answer is hidden in every detail of the Lincoln Way Experience Center.