Lincoln Black Label Is Going More Virtual

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Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

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, Senior Pricing Analyst - February 22, 2021

Lincoln is aiming to offer newcomers to its Black Label sub-brand a more personalized experience amid the pandemic. The so-called Black Label Showcase will aim to provide a virtual tour of the benefits of its most expensive vehicles as part of a move that could potentially expand to every Lincoln customer.

According to a letter sent to dealers today, Black Label buyers now have an opportunity to book a 45-minute virtual appointment as part of a pilot program with a Product Specialist at the Lincoln Experience Center in Frisco, Texas to "learn about Black Label privileges and ownership benefits, and effortlessly explore vehicle features and technology."

The offer is available when buying a new Black Label Nautilus, Aviator, or Navigator (there is no Black Label Corsair, and the Continental has been discontinued). Lincoln says "if successful, we will consider extending the service to all Lincoln clients at a future time." But will it really help move the needle for buyers?

Black Label was introduced in 2014, promising "the ultimate in personal service and luxuriously appointed vehicles." In its present form, the program offers a number of benefits like 4 years of complimentary maintenance, free car washes, and lifestyle-oriented perks like access to culinary events.

However, the value proposition has arguably been questionable. For example, the 2021 Aviator Black Label starts at $79,960, over $19,000 more than the next-best-equipped Reserve trim with all-wheel-drive. For that kind of premium, luxury car buyers may expect to get a lot more for their money.

In a time when social distancing and remote delivery have affected the purchase experience, this could be welcome news for Lincoln's most well-heeled buyers. That said, learning how to pair your phone or set-up an app are also things that one could arguably also handle by reading a manual, watching a YouTube video, or talking to your local dealer.

Lincoln was one of the first luxury brands to adapt to the pandemic by offering lower-mileage leases. Last year, it introduced a 5,000-mile-per-year option with the potential to lower payments by over $100/month. Over the past several months, other automakers have followed suit to varying degrees.

Explore Lincoln's Current Lineup »

, Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

Follow On: Twitter

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