Lincoln’s share of the Canadian luxury segment in 2023 was 2.7 per cent, but a dealership in London, Ont., has managed nearly four times that — 10 per cent — by pioneering strategies that elevate the brand and by focusing on new demographics and customer experience.
Ruffilli’s strategy also involves maintaining deep ties to the community, something her father, Bill Eansor, has stressed since founding Courtesy 28 years ago. Also key is identifying new, specific customer segments, such as young female professionals, for Lincoln vehicles. Courtesy’s Lincoln showroom shares the building with the Ford display area, but customers have a separate entrance for a boutique approach.
The dealership conducts sales forecasting independent of the Ford side of the store, using monthly “quantifiable metrics and targets,” she said. These customers not only shop for the product, Ruffilli said, they expect a luxury experience. That dictated a plan centred on dedicated staffing, including in parts and service.Courtesy’s team also studies the local market, Ruffilli said. They recognize that potential customers exist beyond Lincoln’s traditional baby-boomer demographic, such as young families, professionals and, especially, young women looking for an upscale compact crossover such as the Corsair.
“We did a lot of things to embed ourselves in the community to really push that product to a consumer that maybe didn’t even know that it was out there,” Ruffilli said.
Source: News Formal (newsformal.com)
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