How Lincoln Black Label Elevates Customer Service: Curbed with Craig Cole

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Cadillac is adored for building engaging, emotional vehicles like the CTS-V and the ATS. In contrast, Lincoln receives scorn for its lineup because people think it is comprised largely of warmed-over Fords.

Rather than trying to compete with sporty rivals, the division named after the 16th president of the United States is taking a customer-focused approach to growing its business, one that focuses on offering unique ownership experiences that rival brands don’t necessarily match.

How is Lincoln elevating its game in an admittedly crowded luxury market? Well, it has introduced something called Black Label, and no, it has nothing to do with a certain brand of Scotch whiskey. In simple terms, you can think of it as a top-tier vehicle trim that includes a surfeit of additional benefits.

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Black Label starts with special – and very high-quality – themed interiors. In the MKX crossover, for instance, four are offered including Thoroughbred, Modern Heritage, The Muse and Indulgence. The last of those offerings features rich, dark-brown Venetian leather throughout and was supposedly inspired by high-end chocolate.

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According to Lincoln, fewer than 1 percent of cow hides make the grade for softness and durability, meaning Venetian leather is extremely premium. Brushing your hand across a seat or the dashboard is all it takes to appreciate the richness of this buttery-soft material.

So far, you can get Black Label versions of the MKX and MKC crossovers as well as the MKZ sedan. Lincoln’s upcoming Continental will also offer it, and there are plans to expand it to future models, too. You’ve got to think the next-generation Navigator will offer it as well. But beyond unique interiors, there’s plenty more to talk about here.

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SEE ALSO: 2016 Lincoln MKX Review

For starters, customers are treated to premium service and extended protection. With Black Label models, all required maintenance is covered for the duration of the vehicle’s four-year/50,000-mile warranty. This includes wear items like brakes, hoses, shocks, wiper blades and more.

Making this even easier, a pickup and drop-off service is included in the package as well, along with a free loner car, if required. Annual vehicle detailing is also bundled with Black Label vehicles at no extra charge. That’s right, once a year they’ll scrub and polish your Lincoln from stem to stern without charging you a nickel. Customers even can avail themselves of free carwashes at any Black Label dealership, of which there are about 90 in the U.S. right now.

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In addition to all of these benefits, there’s also a gastronomic aspect to this program. The Black Label Culinary Collection gives you access to range of fine restaurants across the country that Lincoln has partnered with to provide bespoke dining experiences. You can easily get reservations at these establishments through an exclusive Lincoln concierge. Just give them a call.

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To learn even more about the benefits of Lincoln’s new Black Label service, please check out the video embedded above. You won’t be disappointed!

Discuss this story on our Ford Forum

  • jamc204

    A “loner car” sounds kind of sad.

  • smartacus

    Brakes, shocks, wipers all included in the first 50,000 miles?
    i quote Darth Vader: “impressive…most impressive”

    i get the free car washes from the dealer too, but annual vehicle detailing?
    Now that’s taking care of your customer.

    Restaurant concierge is just hitting it out of the ballpark. Why bother having the AMEX Centurion Card (the “black card”) anymore?