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AUTOMOTIVE NEWS: Is your biggest challenge just getting people to come into the showroom to see these new products?
DAN MARKS: The biggest challenge is just traffic on a consistent basis. But once people do come in and see the product or the facility, they're wowed. Obviously, the association with Matthew McConaughey has made people go, "Hey, Lincoln is starting to really become a relevant luxury brand again."
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What is the best thing Lincoln did for dealers in 2014?
The best thing Lincoln did for its dealers was invest substantial advertising dollars in Matthew McConaughey to promote our brand and products. Having an A-list celebrity with such high favorability ratings among all demographics has helped lift our brand relevance among younger luxury buyers. This has been critical to the success of MKC sales and helped drive traffic to our showrooms.
It has been a tough few years for Lincoln dealers, especially the 150 or so stores such as Libertyville Lincoln Sales that don't also have a Ford brand franchise to lean on.
