Clients Can Expect Vehicle Ownership Experience the Lincoln Way as Middle East’s First Ever Standalone Dealership Opens Doors in the UAE



  • Elena Ford, Ford’s Chief Customer Experience Officer, inaugurates the region’s first 3S Lincoln standalone dealership, implementing the new corporate identity
  • The Lincoln Way, a suite of enhanced client services designed to make the entire ownership process more effortless, is set to take luxury experiences to the next level across the board
  • Lincoln is committed to delivering warm, human and personally crafted experiences for all of its clients


DUBAI, United Arab Emirates, April 02, 2019 –  Clients looking for personalized experiences throughout their ownership cycle of a luxury vehicle are in for delight thanks to the first-ever Lincoln standalone 3S facility which just opened its doors in Dubai as part of the Al Tayer Motors network. Elena Ford, Ford Motor Company’s Chief Customer Experience Officer joined the UAE Ford and Lincoln distributor earlier this week to mark the grand opening of the facility – which is also the world’s largest Lincoln vitrine facility – marking an important milestone in the luxury brand’s representation in the Middle East.

The Middle East is Lincoln’s third largest market globally, after China and the US, with the UAE leading volumes. Sales of the luxury brand grew by 6 percent in the region last year, with the UAE registering an impressive 50 percent growth, with Lincoln overtaking its nearest competitor, at a time when the industry continued seeing headwinds.

“This is a great time for Lincoln here in the Middle East,” said Elena Ford, Chief Customer Experience Officer, Ford Motor Company. “Our distributors continue to invest in facilities that will not only help grow the Lincoln business, but that also will allow us to showcase Lincoln’s world-class vehicles while introducing thoughtful client services that promise to set us apart.

“We are thrilled to see the very first stand-alone Lincoln facility come to life thanks to Al Tayer Motors’ continued drive of the Lincoln business, and we commend them for this tremendous facility that will deliver on Lincoln’s one-size-fits-one approach,” she said. “Today’s customers have a lot of choices, and they expect a lot from brands. They want more than simply great products and the latest technologies – that alone won’t differentiate us. They want a good experience too.”

Mark Ovenden, president of International Markets Group, Ford Motor Company, said: “Lincoln presents a great opportunity and potential for growth in the Middle East. We are offering the right products that Lincoln clients want. And with the continued commitment of our distributor partners and their investments in world-class Lincoln facilities, together we will deliver the Lincoln ownership experience that will truly distinguish this luxury brand from others.”

More Lincoln stand-alone facilities are planned in the GCC, with the next one scheduled for Kuwait later this year.

Redefining luxury automotive ownership - The Lincoln Way

The personalized experience of The Lincoln Way is a mainstay of all Lincoln dealerships. The Lincoln Way aims to serve today’s more discerning luxury clients who value individuality and time savings. Through Lincoln’s specially trained staff, clients will experience a warmer, more engaging purchasing and ownership experience personally crafted to their individual needs and desires.

The Lincoln Way is based on research across luxury retailing experiences from different sectors, including hospitality. Key elements of The Lincoln Way include a dedicated Lincoln Team; a distinct, welcoming, home-like environment; and complete sales and service transparency.

The Lincoln Way is how Lincoln sells and services its vehicles and how Lincoln clients experience the brand. It completely shifts luxury automotive ownership from a sales-and-service transaction model to an experience model.

A Lincoln dealership is built around the client, using clean elegant designs, harmonious colors and quality materials. The overall effect is a warm, inviting environment that customers associate with the living room of a home or a five-star boutique hotel lobby. There are different zones and pavilions with seating clusters where customers can relax with their family and friends.

In line with this client-centric dealership environment is a transparent sales and service experience that aims to please the most discerning clients. Different from a traditional transaction-model dealership where the purchase experience is all about making the sale, the purchase experience at the Lincoln dealership is designed around building a relationship with the customer and understanding his or her needs. Attentive and intuitive staff gauge when to allow for self-exploration and when to provide assistance.

About Lincoln

Lincoln is the luxury automotive brand of Ford Motor Company, committed to creating compelling vehicles with an exceptional ownership experience to match. For more information about Lincoln, please visit, or for the Middle East.


Sue Nigoghossian

MENA Communications


Muneira Aladwani

H+K Strategies