"The inspiration for us was from research about what customers want, and they want options," Parker said. The millennial "demographic is used to a monthly fee for a phone or whatever it is, and they're driving a higher leasing mix. We want to reinvent leasing in the 21st century, and this is a step in that direction."
The pilot will be done in partnership with Lincoln dealers.
Adding/expanding services
The subscription service is the latest example of Lincoln rolling out service-based experiences to lure customers.
Last year, Lincoln said it became the first in the industry to offer pickup and delivery on every model when it's being serviced. Galhotra said there have been more than 60,000 pickups and deliveries so far.
This year, it launched the Lincoln Chauffeur pilot program in Miami and San Diego that lets customers use a smartphone app to call for a personal chauffeur to drive them in their own car. The driver will also run errands, such as getting gasoline or groceries or picking up kids.
It said Tuesday that it's rebranding that pilot as Lincoln Personal Driver and is expanding it to Dallas.
It also continues to pilot at-home test drives in a handful of cities.
The brand said Tuesday that it's launching a partnership with Clear, a membership service that offers expedited security check-in at U.S. airports.
At participating airports, members go to a dedicated Clear lane and, after a tap of a finger or a blink of an eye, are escorted straight to security screening, bypassing the usual long lines.
The Lincoln-Clear partnership will begin in January. New Lincoln owners will receive a free six-month membership for themselves and a partner. Lincoln Black Label clients will receive yearlong memberships, Lincoln said.