| IRVINE, Calif., 22 Nov. 1999 – Lincoln Mercury launched in California
today its industry-first online automotive service, the "Personal Consultant"
— which lets consumers communicate directly with company product specialists before
purchasing a vehicle. This follows last month’s successful launch of the pilot
program in Lincoln Mercury’s Atlanta, Ga. region, an area that includes most of
Georgia and Alabama, eastern Tennessee, North Carolina and South Carolina. |
2000 Lincoln LS
Photo: Ford |
| Consumers can use Lincoln and Mercury’s "Personal
Consultant" to obtain product information, arrange test drives, secure a price quote,
and even arrange for vehicle delivery from their dealer of choice. The "Personal
Consultant" service is staffed by a group of Lincoln Mercury representatives who are
product specialists. They communicate with Internet customers via e-mail or telephone,
depending on the customer’s preference, and respond to requests within 24 hours.
There is no fee for the service. "Shopping for a new vehicle online can be
isolating and stressful," said Harlan Lassen, Internet Manager for Lincoln Mercury.
"We believe our Personal Consultants, by adding the human touch, can make buying a
car online a more enjoyable experience for consumers." One of the first consumers to
use the pilot program is Lynn Smith from Charlotte, N.C., who worked with a Personal
Consultant to buy a 2000 Cougar from Sam Johnson Lincoln Mercury in her home town. "I
contacted three on-line automotive buying services prior to working with Lincoln Mercury's
Personal Consultant. Lincoln Mercury responded to my request right away, unlike the
others, who didn't even bother. My Personal Consultant had all the information I needed,
arranged for a test drive and even got a competitive price quote for me. The Personal
Consultant scheduled an appointment for me at the dealership, and they knew me and knew
what I wanted when I walked in. I even got flowers from the dealer today," Smith
said.
Consumers in the pilot markets can find the Personal Consultant service by logging onto
the lincolnvehicles.com or mercuryvehicles.com Web sites, clicking on the
"purchasing" or "buying" button, then clicking on the Personal
Consultant button. Entering a zip code from the pilot areas will enable consumers to
access the free service.
Shoppers looking for Lincoln and Mercury vehicles also can access Personal Consultant
through the BuyerConnection site at buyerconnection.com. "BuyerConnection is the
centerpiece of Ford’s e-commerce program. It allows consumers to configure any
Lincoln, Mercury or Ford vehicle, find a dealer, request a price quote and apply for
credit approval — all online," said Tom Cornellier, Internet Retail Strategy
Manager, Internet & New Media, Ford Motor Company.
Lincoln Mercury works jointly with its Dealer Council to develop the elements of its
Internet initiatives. The Personal Consultant Service provides Lincoln Mercury and its
dealers an opportunity to gain a better understanding of consumer needs. |
