How would you fancy going on a ‘date’ with a car manufacturer? It’s just one of the ideas Lincoln is considering as it overhauls its customer care programme.

At the New York motor show last week the Ford-owned brand revealed not only some new metal – in the shape of the striking MKZ luxury saloon, which is the first car from Lincoln’s new design studio headed by Max Wolff – but also a raft of plans aimed at improving customer service.

Lincoln is making a push further upmarket, and trying to woo customers from brands such as Lexus and Cadillac. It feels that it needs to offer a top-notch experience for people who might be interested in buying its products and those who already have.

Take Lincoln Concierge for example. It’s a 24/7 online service where potential customers can talk face-to-face (albeit via the medium of the internet) to a Lincoln specialist who can answer queries about model range, specifications and even compare Lincoln’s variants against those of a rival.