TO THE EDITOR:
Marketing researchers spend hours helping brands find their voice. Through storytelling, ethnographies, focus groups and more, brands search for the secret to standing out and increasing market share (“Looks like they got it right,” Keith Crain, Dec. 11).
Lincoln Motor Co. must have determined a consumer need that translates loosely to superlative customer service. They strongly leverage the brand’s history and promote The Lincoln Way — “a unique range of services designed to make Lincoln ownership effortless” — as a fundamental element of their culture.
It is a great story, and if executed, could capture new brand loyalists. But that was not my experience. A few months ago, I spent a significant amount of money on a 2017 Navigator only to find dated technology and a turn signal issue.
The dealer’s first response was to offer me a free oil change, followed by a pathetic discount on a new car with no accommodation for the one I was stuck with. While they were attempting to figure out how to fix the turn signal issue, the dealer advised me not to return the loaner. Lincoln’s “concierge” threatened to bill me for it daily and stated it would be reported stolen.
If Lincoln does not find a way to match the customers’ experience to their promise, they will have gotten it very wrong. Lincoln missed an opportunity for me to sing its praises. Rather, they have turned me into someone who is left disappointed and infuriated. I guess THAT is really The Lincoln Way.
ROB HOROWITZ, Warwick, N.Y.