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Lincoln's 'Personal Consultant' Provides Human Touch to Online Shopping

22 November 1999

Lincoln Mercury's 'Personal Consultant' Service Provides Human Touch to Online Auto Shopping

               Auto Maker Launches Pilot Program in California

    IRVINE, Calif., Nov. 22 -- Lincoln Mercury launched in
California today its industry-first online automotive service, the "Personal
Consultant," which lets consumers communicate directly with company product
specialists before purchasing a vehicle.  This follows last month's successful
launch of the pilot program in Lincoln Mercury's Atlanta, Ga. region, an area
that includes most of Georgia and Alabama, eastern Tennessee, North Carolina
and South Carolina.
    Consumers can use Lincoln and Mercury's "Personal Consultant" to obtain
product information, arrange test drives, secure a price quote, and even
arrange for vehicle delivery from their dealer of choice.  The "Personal
Consultant" service is staffed by a group of Lincoln Mercury representatives
who are product specialists.  They communicate with Internet customers via
e-mail or telephone, depending on the customer's preference, and respond to
requests within 24 hours.  There is no fee for the service.
    "Shopping for a new vehicle online can be isolating and stressful," said
Harlan Lassen, Internet Manager for Lincoln Mercury.  "We believe our Personal
Consultants, by adding the human touch, can make buying a car online a more
enjoyable experience for consumers."
    One of the first consumers to use the pilot program is Lynn Smith from
Charlotte, N.C., who worked with a Personal Consultant to buy a 2000 Cougar
from Sam Johnson Lincoln Mercury in her home town.  "I contacted three on-line
automotive buying services prior to working with Lincoln Mercury's Personal
Consultant.  Lincoln Mercury responded to my request right away, unlike the
others, who didn't even bother.  My Personal Consultant had all the
information I needed, arranged for a test drive and even got a competitive
price quote for me.  The Personal Consultant scheduled an appointment for me
at the dealership, and they knew me and knew what I wanted when I walked in.
I even got flowers from the dealer today," Smith said.
    Consumers in the pilot markets can find the Personal Consultant service by
logging onto the lincolnvehicles.com or mercuryvehicles.com Web sites,
clicking on the "purchasing" or "buying" button, then clicking on the Personal
Consultant button.  Entering a zip code from the pilot areas will enable
consumers to access the free service.
    Shoppers looking for Lincoln and Mercury vehicles also can access Personal
Consultant through the BuyerConnection site at buyerconnection.com.
"BuyerConnection is the centerpiece of Ford's e-commerce program.  It allows
consumers to configure any Lincoln, Mercury or Ford vehicle, find a dealer,
request a price quote and apply for credit approval -- all online," said Tom
Cornellier, Internet Retail Strategy Manager, Internet & New Media, Ford
Motor Company.
    Lincoln Mercury works jointly with its Dealer Council to develop the
elements of its Internet initiatives. The Personal Consultant Service provides
Lincoln Mercury and its dealers an opportunity to gain a better understanding
of consumer needs.

    Link to Third Party Site
    Additionally, Lincoln Mercury has incorporated a link from their sites to
a third party automotive information service, Car Club. "Our consumer research
tells us that Internet shoppers want many kinds of information, and they want
to get it from objective sources. We now are providing consumers with more
information than they've ever had before in order to assure a satisfying
shopping and buying experience," said Lassen.
    The third party link is a response to consumer demand. J.D. Power and
Associates research shows that, until now, much of the information deemed most
useful to consumers (e.g., used vehicle trade-in values, competitive vehicle
comparisons, pricing, and road test results) could only be found on consumer
sites.  The link offers prospects "insider information" for their automotive
needs and is the first link of its kind to be incorporated by an auto
manufacturer.  "We've worked with J.D. Power and Associates researching
Internet consumer needs, and we're confident we'll exceed their expectations,"
said Lassen.
    Lincoln Mercury, based in Irvine, Calif., markets the full line of Lincoln
and Mercury vehicles. The Lincoln line includes Town Car, Continental, LS and
Navigator. The Mercury product line includes Cougar, Sable, Grand Marquis,
Mountaineer and Villager.