Lincoln to Owners: Get Busy Spending

Perhaps fearful that Lincoln buyers, like most new car purchasers, will take home a new vehicle and spend the remainder of their warranty period interacting with the dealer only when absolutely necessary, Lincoln Motor Company has a plan.

Rewards.

Announced late last week, Lincoln Access Rewards is a customer loyalty program that encourages owners to spend more to get more. More points, that is — redeemable for a number of things, some of them frivolous, but in keeping with the Lincoln lifestyle.

“Lincoln Access Rewards offers clients who purchase or lease a new Lincoln vehicle opportunities to earn points that can be redeemed for future new vehicles, dealer services or unique experiences,” the automaker stated. “It also offers clients increased flexibility in terms of where and how their points can be redeemed.”

Tell us more about those unique experiences, Lincoln.

“Each tier of the program – Standard, Reserve and Black Label – will offer the ability to earn points toward personalized client experiences, which include exclusive opportunities that leverage Lincoln’s network of hospitality collaborations.”

It seems that a cheap stay in a nicely decorated suite could be among the niceties accessed by Lincoln Access Rewards holders, though Lincoln also says the points can be redeemed for maintenance and a host of other services. Among those services is the brand’s Pickup and Delivery convenience.

Points are collected by ordering services via the Lincoln Way app. Owners can choose to bank those points to climb the rewards ladder and gain access to “higher level experiences.” Buy a 2020 Lincoln, and the company starts you off with a pile of complimentary points.

Dealers and the automakers behind them are facing leaner times as costs rise and new vehicle sales cool. While offering rewards points could entice owners to visit the dealer more often, time will tell if the gambit pays off. Regardless, the move is in keeping with Ford’s efforts to make Lincoln customers feel special, right down to its plan to field standalone stores in key markets.

[Image: Lincoln Motor Company]