Lincoln is moving one step closer to becoming a respected premium nameplate with its announcement that the Complimentary Maintenance Program is here to stay. The program applies to 2011 Lincolns.
Earlier this year, Lincoln offered free scheduled maintenance for three years or 45,000 miles as a creative incentive in a sales promotion. From now on, however, the program will cover the first four years or 45,000 miles of ownership, whether with the first or second vehicle owner.
All oil and filter changes, tire rotations and multipoint inspections will be free for up to eight service visits.
“We are redefining the Lincoln customer ownership experience,” said C.J. O’Donnell, Lincoln group marketing manager. “Lincoln Complimentary Maintenance is just one example of Ford Motor Company’s commitment to elevating the Lincoln brand and experience.”
That elevation couldn’t come a moment too soon, as Lincoln isn’t the only brand introducing complimentary maintenance. Aside from BMW’s long-standing program, Jaguar, Volvo, Cadillac and now even Volkswagen and Toyota have some form of the perk. Aside from enticing buyers who might not otherwise consider Lincoln, complimentary maintenance could be a good way to encourage proper vehicle maintenance.
Lincoln is targeting Cadillac and Lexus in its future growth. You may already know that Lincoln plans to introduce seven new or significantly refreshed vehicles in the next four years. The Navigator is slated to get an EcoBoost engine in the next few years, likely the 3.5-liter V-6 in the 2011 Ford F-150.
For those who wouldn’t normally consider a Lincoln, would a feature like the brand’s complimentary maintenance program change your mind?