No, “The Lincoln Way” is not a new law referencing the former US President or a new plank for the Republican party, but rather, Ford’s standalone luxury car label Lincoln’s new philosophy. Regardless of its slightly confusing name, “The Lincoln Way” aligns itself with the values of simplicity, time-saving and personalization.

Taking a leaf out of rivals Mercedes’ and Bentley’s books, Lincoln recognizes the need for absolute excellence when handling clients in the premium car market. This means customers’ expectations extend beyond aesthetically pleasing facades and interiors, and desire every aspect of ownership to resonate with the same quality. Cue valets who will pick your cars up for servicing, even going as far to thoughtfully leave a courtesy vehicle for the owner’s use, to quote an example. It is an all-in-one package.

In a similar vein, a dedicated Experience Center at Fashion Island in Newport Beach California is also in the works, where clients will be able to explore every aspect of the Lincoln marque. Customers basically get a business lounge where they can sample individual models and build a Lincoln (not literally of course) to their exact specifications. It is a step up from the Black Label service, which Lincoln already provides for US clients to access personal shopping and some of the country’s best restaurants.

“We’re continuing to expand on The Lincoln Way, and as we do, you’ll see a common theme — effortless and personal service for the client,” said Kumar Galhotra, president of The Lincoln Motor Company. “Lincoln is matching compelling vehicles with world-class service.”

For more information, visit Lincoln’s website here.