How Lincoln Uses Storytelling Differently To Market Luxury Automobiles
Why the automakers secret weapon when selling cars is a convincing narrative.
Like any consumer group, the art of storytelling has become an important tool in how brands build relationships with and market their products to customers, especially when it comes to luxury automotive. Recently, Lincoln released the new MKZ and built a campaign that focused on affluent men over the age of 45. I spoke with David Rivers, Lincoln Marketing Communications Manager for the U.S. on the role of story, product specificity, and personalization that this consumer desires.
What role does storytelling play in marketing a luxury vehicle to affluent male consumers in the U.S. over the age of 45?