Lincoln Motor Company, Ford’s luxury brand, will pilot a subscription service for pre-owned 2017 model vehicles in two California cities, Los Angeles and San Francisco. The subscription has a monthly payment that covers mileage, maintenance, roadside assistance, warranty, and insurance coverage.
Lincoln is expanding on Ford’s Canvas program launched in the same California cities. The Canvas offers ready to drive cars with subscriptions available from 1 month to 1 year. The car, insurance, warranty, and fleet access are all included in the monthly payment, starting at $429. Cars to choose from include SUV’s, crossovers, and sedans no more than 2-3 years old.
The Ford Canvas program is reported to have more than 600 subscribers with a total of 3 million miles driven. Lincoln is hoping for similar success.
Dealerships all over the U.S are keeping a close eye on how well the subscription service pilot performs in California. This includes Tom Daniels, President of Landmark Lincoln in Englewood, Colorado. Mr. Daniels responded via email that the Lincoln test market will be about a year in duration before a decision is made on how to proceed nationally. He would prefer to wait until Lincoln Division concludes testing and rolls out a nationwide program as this would deliver consistency to all dealerships regarding models available, terms, and pricing.
While prices for Lincoln’s subscription services have not been announced, it will depend on vehicles selected and what best practices are working for the Ford Canvas program.
Lincoln’s On-line Vehicle Buying Technology Aims to Improve Traditional Buying or Leasing
Buying a new, or new to you, car is an exciting time. The deal-making process is typically a less than desirable ordeal however. Lincoln is trying to help the process move faster by offering a direct to consumer online sales platform.
Lincoln’s ‘Click-to-Purchase’ program allows customers to complete a great deal of the buying process online before setting foot on the dealership. Customers can check specific dealer inventory, estimate trade-in value, and apply for financing. Using the customer’s zip code, the program can accurately estimate fees and taxes associated with the purchase. After completing the relevant information, customers simply print out a certificate with an honored purchase or lease price that is good for 48 hours.
“Lincoln is developing services that make our clients’ lives effortless, and we consider very carefully how we connect those services.” We look at their lives, how they work and what they do, and then we look at what we can offer them from a Lincoln perspective to make everything more seamless and to save our clients what they value most – their time,” Lincoln’s President, Joy Falotico, said in a recent release,
Lincoln’s goal is to have the ‘Click-to-Purchase’ program available to dealerships nationwide by the end of 2018.