Mini case study Linc oln automobiles, the luxury car division of the Ford Motor Company, has fallen on hard times in recent years. Over the decade from 2000 to 2010, because from 2000 to 2010, Lincoln fell from the top-selling luxury brand into the U.S all the way down to number eight. Further, many consumers who buy luxury cars such as Lexus, BMW Mercedes and even Cadillac never consider purchasing a Lincoln product. Ford is now looking to revive and rejuvenates Lincoln division to position it as a real competitor to the current foreign and domestic luxury cars. But Ford believes achieving this new upgraded position involves not just introducing better and more exciting cars: there is also a channel problem-too many Lincoln dealers and too few that have the kind of upscale facilities and service capabilities that can provide the kind of customer experience luxury automobile buyers expect. Ford estimates that it will need to cut some 200 dealers from the current 1,200 and that many of remaining dealers will have to spend something in the neighborhood of $2 million each to upgrade their dealership. 2 9 Question: Discuss the concept of the “customer service” in terms of the role played by the product versus the channels throu which it is sold. 32

Mini case study Linc oln automobiles, the luxury car division of the Ford Motor Company, has fallen on hard times in recent years. Over the decade from 2000 to 2010, because from 2000 to 2010, Lincoln fell from the top-selling luxury brand into the U.S all the way down to number eight. Further, many consumers who buy luxury cars such as Lexus, BMW Mercedes and even Cadillac never consider purchasing a Lincoln product. Ford is now looking to revive and

AllEscortAllEscort