Lincoln wants to woo demanding luxury consumers by offering free getaways in finely decorated dwellings that showcase the colors and high-end materials of its Black Label auto trim.
Lincoln launched the Black Label at Home initiative in November for affluent buyers, some of whom own Aston Martins and Maseratis.
The escapes offer experiences inspired by Black Label themes and give guests a chance to drive the MKC crossover and MKZ sedan. The houseguests are invited by Lincoln.
Black Label is the top trim level of the MKC and MKZ. It includes such options as Venetian leather and Ziricote wood, which also is used on yachts and fine musical instruments.
Black Label adds about $6,000 to vehicle sticker prices. Owners are offered VIP services such as preferred seating at select restaurants.
The Maseratis of the world aren't Lincoln's direct competitors, but Lincoln says its Black Label program is catching the attention of consumers it seldom encounters -- or hasn't seen in a long time.
Lincoln has begun an aggressive marketing push highlighted by Black Label at Home that includes print and digital advertising aimed at youthful, educated and well-to-do consumers.
"A dealer said to me, 'A customer drove up in our lot to shop a Black Label vehicle in a Maserati.' It's been a long time since customers [pulled] up to Lincoln dealerships in Maseratis.
"That's the idea that Black Label is breaking new ground for us," said Lee Jelenic, Lincoln's marketing manager.
"We're not saying Maserati is our direct competitor, but it's an indication of the type of customer that is noticing Lincoln because of Black Label," he added.