The SUV MKC (left) and the MKZ Presidential Series on display at The Lincoln Space in The Place, a shopping center in downtown Beijing. Photos provided to China Daily

Director of Lincoln Product Development, Scott Tobin, introduces a new model on display to a visitor.

Color and Material Design Manager, Janet Seymour, explains the materials used in the new cars.

Luxury car producer, Lincoln, is making inroads in China with its tailor-made services.

Ford Motor's President and CEO, Alan Mulally, announced the brand's decision to enter the Chinese market at the Lincoln Space event, in Beijing's Central Business District on April 17.

"Lincoln will bring its personalized brand experience to Chinese customers to meet their demand for luxury cars," Mulally said.

The event aimed to show Lincoln's dedication to quality, design and personalized service, as well as its resolution to leave its mark in the Chinese luxury car market.

"Lincoln Space will increase mutual understanding between the brand and China", said Executive Vice President of Ford Global Marketing, Sales, and Service and Lincoln, Jim Farley.

The event used pictures, films and interactive displays to showcase the brand's development and reform during the past century and the vision of things to come.

The experience hammered home the one-on-one service, which Lincoln is focused on.

Customization is nothing new to Lincoln. In 1976, the company worked with high-end fashion designers, including Cartier, Versace and Valentino, whose designs injected one-of-the-kind color combinations to the brand.

At Lincoln Space visitors have the opportunities to design car exteriors and interiors and create their own music. In particular at an interaction zone, they could share their perspectives on experiencing luxury, which were recorded and might be factored in the company's future designs.

Designers at the event explained the stories behind each design, material and color choice. In the handwork section a tailor took visitors' measurements for tailor-made 'touring jackets'.

Visitors could sip cups of tea while enjoying the event, an addition the brand hoped would help cater to customers.

As a century-old brand, Lincoln showcased its heritage and evolution of the classic star-shaped logo, designed in 1955 by Robert McGuffey Thomas.

Visitors also enjoyed art work displayed at the Lincoln Gallery, where Zhu Pei, a Chinese contemporary architect, shared his inspiration.

The MKC and MKZ models displayed use Lincoln's latest driving operation system and showcase the brand's fresh design. The MKZ breaks away from the heavy and complicated feel, keeping things elegant and simple, while MKC focuses on comfort and dynamic driving experience.

The Lincoln Space presented the company's ethos and goals in a microcosm, to give customers a taste of the brand, according to the company.

yangfeiyue@chinadaily.com.cn

(China Daily 04/20/2014 page24)