The Virtual Lincoln Way is an online endeavor that enables the US luxury automaker to deliver "personally crafted experiences" of The Lincoln Way to Chinese customers anytime, anywhere.

When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln store to taking possession of their new Lincoln vehicle online.

The Virtual Lincoln Way 1.0, featuring the "Explore" function, was launched in September. It provides an immersive 360-degree experience of a Lincoln dealership through WeChat, China's largest social media platform.

Its 2.0 version, with a "Shop" function now included, was launched at the Guangzhou auto show on Nov 20. It pushes forward by offering Lincoln Navigator shoppers the ability to chat live on WeChat with a Lincoln representative.

All of this can be done any place the customer prefers, and will be expanded to all Lincoln customers in the future.

Lincoln said The Virtual Lincoln Way further solidifies its position as a distinctive premium automotive brand that offers unique and tailored personalized experiences by putting the wants and needs of its customers first.

Major events

2014

April 17

The US luxury brand announces its China launch in Beijing, with its unique offering of "personally crafted luxury" called The Lincoln Way. The new MKC and MKZ are presented to Chinese customers.

April 20

The Lincoln MKX concept car makes its world debut at the Beijing Auto Show.

Nov 6

The first three Lincoln stores open in Beijing, Shanghai and Hangzhou.