Lincoln is taking an unusual approach when it comes to marketing the new MKZ sedan. The company is getting in touch with a select groups of customers to test drive preproduction models with the goal of getting them behind the wheel of its new luxury sedan.
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Test drives started Oct. 1 and will run through November when the car hits showrooms.
Known as Exclusive Access Tours, the events are being conducted in nine major luxury markets including New York, Los Angeles, Miami, Chicago, Detroit, Washington D.C, Atlanta, Houston and Dallas.
“The goal is to get people behind the wheel,” said Jim Peters, manager of Lincoln communications.
– By: Omar Rana