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DETROIT - Lincoln, Ford Motor Co.'s luxury brand, is partnering with New York City's new $1.7 billion Time Warner Center to create a different way to shop for a new car or truck.

Beginning in October, Lincoln will manage a display featuring two vehicles near the entrance to the 2.8-million-square-foot center on the city's West Side. Time Warner Center opened in February.

An estimated 16 million people are expected to pass through the entrance each year, the automaker said. Terms of the multiyear alliance, announced Wednesday, were not disclosed.

Passers-by will be able to press a button at the Lincoln display and speak to an onsite concierge about the vehicles. The concierge will be able to arrange a test drive at any of Lincoln's more than 1,300 U.S. dealerships.

"Lincoln's alliance with Time Warner is a natural extension of our 'Travel Well' theme," said John Fitzpatrick, Lincoln Mercury's general marketing manager.

Time Warner Center's tenants include specialty shops, restaurants and markets.

Art Spinella, president of CNW Marketing Research in Bandon, Ore., said displays such as the one Lincoln is planning are typically effective at first and when new vehicles are introduced, but they tend to become commonplace.

"They can talk about 16 million people, but often it's the same 16 million people over and over," Spinella said.

Full Story HERE
 

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Like a shopping mall display with an Onstar advisor.

Hey the emotional buyer still lives, and seeing the right car in the right colour at the right time will increase sales.
 

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Putting a car where a car is not usually seen will always attract attention. Every time there is a car in the middle of the mall you can't help but gawk and wonder "How'd they fit it through the doors?"

Hey, if it works and sells a few extra cars for your company then why not?
 

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Five years ago...Didn't Plymouth attempt to create kiosk stands in malls as a new way to introduce customers to their brand an sell vehicles? <_<
 

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Yeah, it all amounts to having world class products out there. Put the next gen Aviator and Zephyr there and it'll be a success, but please, not the Town Car!!!
 

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Definately a good idea.

The Mazda dealer around here doesn't have a showroom or lot in town (it's out in the country), but they have a deal to always have lots of new models on display in the local mall, which they rotate often (something new every week or so), and they seem to do great business. Last time I went to the mall they had Mazda3 sedan, wagon, and an Rx-8 - all beautiful with gawkers galore. Before that it was all three body stiles of the Mazda6. Great way to market.

Take that any multiply it by several thousand and you have this setup.

...and in case you haven't noticed Lincoln doesn't advertize the Town Car at all any more. Only the LS/Aviator/Navigator.
 

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Originally posted by stewacide@Jul 16 2004, 04:02 AM
Definately a good idea.

The Mazda dealer around here doesn't have a showroom or lot in town (it's out in the country), but they have a deal to always have lots of new models on display in the local mall, which they rotate often (something new every week or so), and they seem to do great business. Last time I went to the mall they had Mazda3 sedan, wagon, and an Rx-8 - all beautiful with gawkers galore. Before that it was all three body stiles of the Mazda6. Great way to market.

Take that any multiply it by several thousand and you have this setup.

...and in case you haven't noticed Lincoln doesn't advertize the Town Car at all any more. Only the LS/Aviator/Navigator.
Here in the St. Louis area they still advertise the Town Car, but most of the Lincoln commercials are on the Navigator and Aviator.

I like the idea your Mazda dealer is doing. He is keeping the lineup fresh and getting people ready for something new every week. The idea of showing all three Mazda 6s is very good for people who are comparing those body styles. Certainly clever thinking by that dealer.
 

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Originally posted by svx92@Jul 15 2004, 07:05 PM
Five years ago...Didn't Plymouth attempt to create kiosk stands in malls as a new way to introduce customers to their brand an sell vehicles? <_<
Yeah, Plymouth tried this approach in malls. I don't think it was that successful. After awhile, people walked right past the Plymouths without noticing them. However, It was a good way for some of those Chrysler interns to get some experience.
 

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Originally posted by AJR+Jul 16 2004, 05:14 AM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (AJR @ Jul 16 2004, 05:14 AM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-stewacide@Jul 16 2004, 04:02 AM
Definately a good idea.

The Mazda dealer around here doesn't have a showroom or lot in town (it's out in the country), but they have a deal to always have lots of new models on display in the local mall, which they rotate often (something new every week or so), and they seem to do great business. Last time I went to the mall they had Mazda3 sedan, wagon, and an Rx-8 - all beautiful with gawkers galore. Before that it was all three body stiles of the Mazda6. Great way to market.

Take that any multiply it by several thousand and you have this setup.

...and in case you haven't noticed Lincoln doesn't advertize the Town Car at all any more. Only the LS/Aviator/Navigator.
Here in the St. Louis area they still advertise the Town Car, but most of the Lincoln commercials are on the Navigator and Aviator.

I like the idea your Mazda dealer is doing. He is keeping the lineup fresh and getting people ready for something new every week. The idea of showing all three Mazda 6s is very good for people who are comparing those body styles. Certainly clever thinking by that dealer. [/b][/quote]
I this it also really makes the case for a "halo" car. E.g. there's always a Miata or Rx-8 with the other Mazda's at the mall display, even if they sell only a tiny number of those. Everyone stops the gawk at the sports cars, but then hopefully will have a look at the bread-n-butter models as well. I've noticed, for instance, that when they have a black Rx-8 next to a black MPV you can't help but seeing the similarily between the two.

Hopefully Lincoln comes out with a production version of the Conti' concept, 'cause even if most people end up buying a Zephyr or Aviator or whatever that's the care that'll drop their jaws and get them to stop for a look.
 
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