Lincoln has decided to re-launch its popular "Date Night" offer which allows interested customers test drive either a 2014 MKZ or 2014 MKZ Hybrid for up to 48 hours and receive a $100 gift card and a reservation to a Zagat-rated restaurant.
The automaker's 2015 Lincoln MKC small luxury crossover will be added to the program this summer, according to a company press release.
The program is designed to see how the vehicle fits a potential buyer's "lifestyle" and was originally introduced back in 2013.
Lincoln wants buyers to see how the vehicle is different from its competitors and to answer the question "What would drive conquests (a non-Ford or non-Lincoln buyer in the past 14 years) to want to spend time or to go to a Lincoln dealership?" according to Lisa Teed, Lincoln consumer experience manager, during an interview with Edmunds.
With over 1,000 "Date Nights" scheduled in 2013, 63 percent of which were new to Lincoln, 73 percent of the participants said they would refer to their colleagues, family members, and friends to give the test drive a try.
"At the conclusion of the date, we are seeing a 10-point lift in favorable opinion which is a great accomplishment for the brand," said Teed. "Nine percent of the people who participate buy a Lincoln," she said. "If you follow the industry, you know that's high."
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