These days, the services and upscale treatment that come with buying a luxury car are almost as important as the car itself. That's why Lincoln is introducing its Black Label program, which includes special models and an "elevated customer experience," the automaker says.
Previewed at the 2014 Pebble Beach Concours d'Elegance in concept form, the Black Label versions of the MKZ and MKC represent the most tangible aspects of this attempt to get more bodies into Lincoln showrooms. Both models feature unique exterior trim, and interior trim based on four design themes: Center Stage, Indulgence, Modern Heritage, and Oasis. Inspired by fashion, food, architecture, and a spa, respectively, each uses its own combination of materials and colors to stand apart from off-the-rack Lincoln models.
Lincoln will only offer the Black Label treatment on the MKZ and MKC for 2015, but it plans to expand it to all of its models in the future.
In addition, Lincoln hopes to provide a more personalized buying experience at its dealers, along the lines of personalization services offered by rival luxury automakers. Dealers will set aside space in their showrooms for Black Label consultations, and a specially-trained "experience liaison" will meet customers at their homes or offices with paint, wood, and interior-trim samples, as well as a tablet presentation detailing the Black Label models.
There are some ownership perks as well. Lincoln will extend its standard 4-year/50,000-mile warranty to include coverage for wear items like shock absorbers and brake pads, as well as a free rental car and vehicle pickup and return during scheduled maintenance. Black Label customers also get car washes, an annual detailing, and special access to a rotating list of restaurants as part of the "Culinary Collection."
All of that comes with a price tag of $5,995.
Lincoln will launch this service in December at 32 dealers in six states: California, Florida, Michigan, New Jersey, New York, and Texas.