Lincoln’s all-new MKC crossover is crucial for the brand’s turnaround. Of course, Lincoln needs an entire lineup of attractive models to stand a chance in today’s overcrowded luxury segment, but we can agree it is a start nonetheless. To promote the MKC, Ford’s luxury division has set up a virtual test drive platform where those interested can see what the crossover is like to…be driven in.
Yes, you read that right; the application doesn’t let users drive the car. Instead, they are chauffeured by actor Sam Page on the streets of Los Angeles on a quest to retrieve something the driver believes has been stolen from him. Then suddenly a car chase begins.
“It’s designed to be a virtual test drive. The video demonstrates features like enhanced park assist (park out) and Lincoln Drive Control from a first person point of view,” explains Rachel Roe, Lincoln Communications. The virtual experience is personalized by gender and features the musical track “Vasoline” by the rock band Stone Temple Pilots. The user can experience the virtual test drive via a laptop, tablet, or mobile device.
Lincoln says this is the first time it has used the digital space for a pre-launch execution to offer clients a closer look at new products. You can get a taste of the virtual Lincoln MKC test drive by watching the video posted below or you can experience it for yourself at lincoln.com/dreamride.
By Dan Mihalascu
VIDEO