Ford Motor Company’s Lincoln brand has made its “largest investment ever” in personalized experiences and service for consumers, known as “The Lincoln Way.”

The Lincoln Experience Center, which allows guests to learn more about the Lincoln brand at their own pace, has opened on Fashion Island in Newport Beach, California. A second location will be announced later this year, according to Lincoln.

"While we have some other locations in mind, we want to make sure we are starting slowly to truly focus on the clients in these first two core markets," according to a Lincoln spokesperson.

A new suite of services, including valet pickup and delivery, begins this fall with the arrival of the all-new Lincoln Continental. Future initiatives include a dedicated app to provide even easier access to existing services and a suite of new services like parking solutions and new approaches for leasing.

The Lincoln Way initially was a key pillar of the brand’s expansion into China, where full-service client care has helped differentiate the brand. Lincoln sold 11,630 vehicles in China in 2015, the first full year of sales for the brand in the country. So far this year, sales have already exceeded this number; more than 12,000 vehicles already have been sold and 45 dealerships are now open.

In North America, The Lincoln Way builds off of Lincoln Black Label service, which provides personalized shopping with dedicated personnel in the showroom, online or in locations more convenient for clients.

The latest addition to The Lincoln Way is the new Lincoln Experience Center in Newport Beach, a high-end shopping destination. 

Guests can explore the brand, discover the design inspiration behind the different Lincoln cars and SUVs, customize their perfect vehicle and take it for a test drive, around the block or for the weekend. They can also take advantage of the Lincoln connectivity lounge and partake of a complimentary beverage. Should they be interested in purchasing a vehicle, a host at the Lincoln Experience Center will connect them with the dealer.

"The Lincoln Experience Center in Newport Beach opened in early July and the response has been overwhelmingly positive," said a Lincoln spokesperson. "So far, 50,000 people have walked by the Lincoln Experience Center and about 4,500 have spent time inside the space. The first three scheduled events to take place at the Lincoln Experience Center are already fully booked."

The Lincoln Miles leasing service — which allows clients to monitor miles via a mobile app and web site and earn rewards based on unused miles at the end of the lease — is currently being piloted, according to the company.