We told you back in August that Lincoln was about to debut its Black Label – a new personalization and luxury-service brand that rivals anything that the BMW Individual or Range Rover Autobiography programs can produce. Well, Black Label has arrived, and now everyone at Hassett of Wantagh is working hard to bring the opulence directly to our Long Island customers!
We’re reworking our entire dealership, at Lincoln’s request, to create a showcase destination worthy of both our beloved patrons and Lincoln’s most luxurious lines. The highest level of sumptuous interior comfort should start with a magnificent customer-service experience, and that’s exactly what we’re putting in place right now.
We’ve begun a multimillion-dollar renovation of the entire dealership that will ultimately raise our sales and service experience to new heights, starting with luxurious new showrooms. We’ve always offered the highest level of customer service, but this renovation raises the bar even higher.
“It’s not an easy undertaking,” noted Lou Evans, general manager of Hassett of Wantagh. “Lincoln has some very specific ideas about how a dealership should look and function in relation to the Black Label program, and it’s a lot of work to make it come out right.
“But when you’re talking about a program like this, which improves on standards of luxury that are already among the industry’s highest, then it’s well worth it,” Lou added. “We’ve always been customer-oriented; that’s how you become No. 1. But this goes way, way beyond that.”
Lincoln officially debuted its Black Label in August at the Concours d’Elegance in Pebble Beach, an annual auto show focused on luxury brands and lavish innovations. By combining concierge-like dealership services with off-the-charts upgrades in interior materials, design and craftsmanship, Lincoln’s goal is a personal and integrated shopping and ownership experience, starting the moment customers step into Black Label dealerships.
The automaker wants to improve its brand cachet and generate new sales – but that’s just corporate mumbo-jumbo for stockholders. The real bottom line is the immersive, ultra-comfortable experience provided by the Black Label enhancements.
With a choice of dramatic color contrasts and the liberal use of premium leathers and fine natural woods, Black Label interiors will grace the popular MKZ sedan and the groundbreaking MKC Concept crossover in 2014, followed by other Lincoln models throughout subsequent model years.
Lincoln considers it the biggest step yet in its brand reinvention – but Lou sees it as the natural evolution of one of America’s most iconic automotive labels.
“This is the highest expression of luxury offered by any high-end competitor,” Lou said. “The Lincoln Motor Company was built on three foundations – design, quality and personal service – and we’ve always tried to incorporate those into our dealership. Now, we’re literally building them in.
“Hassett of Wantagh is Long Island’s No. 1 Ford and Lincoln dealer by volume for a reason,” he added. “Reworking the dealership to accommodate the Black Label program allows us to express that like we never have before.”
To learn more about the Black Label program, stop by Hassett of Wantagh and experience the upgrades for yourself!