FoMoCo says Lincoln needs its own staff to sell, service vehicles

Lincoln

According to C.J. O’Donnell, all Lincoln dealerships should have a dedicated staff to sell and service vehicles from the brand. O’Donnell said that if the Lincoln National Dealer Council agrees to the move this week, he wants to carry out the project within the next few months.

The move will help Lincoln better compete with other luxury brands.

“The luxury customer expects a high level of product knowledge,” O’Donnell said. “If you have a Ford-Lincoln dealership, there are 23 or so products, and that’s too much for anyone to understand.”

Earlier this year, after killing Mercury, FoMoCo told Lincoln dealers to invest in showroom renovations and improve customer service. If they choose not to, Ford said it would buy out their franchise. The Dearborn automaker is looking to shutdown 200 Lincoln dealerships. It currently has 1,200 dealerships in the United States.

– By: Omar Rana

Source: Automotive News (Subscription Required)