2010 Detroit Auto Show

2010 Detroit Auto Show

Buy or least a new Lincoln (2010 and 2011 models) before September 7 and benefit from free scheduled maintenance as part of a new program that should help the automaker erase any images of expensive running costs potential customers may have.

Lincoln will cover all scheduled maintenance for three years or 45,000 miles, including all oil changes, tire rotations, routine inspections as well as the replacement of wear items including wiper blades and brake linings.

The strategy works well as it helps the dealership build a relationship with the customer, builds confidence in the brand, and isn't as likely to chip away at residuals and resale value the way that higher sustained cash-back incentives would.

Several other automakers have introduced similar free maintenance programs this year. Jaguar is offering five years or 50,000 miles of free maintenance on all 2011 models, while Volvo and Volkswagen are among several other brands offering it too.

The announcement comes just two weeks after Lincoln revealed plans to expand its lineup and should further the brand’s efforts to become a quality and service leader in the industry.