Fernando Rodríguez of The Lincoln Motor Company: Lincoln couldn’t be a successful campaign without the U.S. Hispanic market

Advertising has an undoubtable value in a marketing strategy, said Fernando Rodríguez, Hispanic Communications Director at The Lincoln Motor Company. But the PR work for a luxury product like Lincoln acquires a crucial importance, he added. “A marketing strategy where an influencer, blogger or journalist can feel and deliver to their audience the experience of driving a Lincoln MKZ is insuperable. A photograph says more than a thousand words, imagine what a video can do. That’s why in our events we provide to influencers or media the services of professional videographers and photographers.” Rodríguez assured -during the car’s presentation event- that “Lincoln couldn’t be the successful company it is without the Hispanic market. Hispanics consume more vehicles than any other group and also have very particular taste; we like things well made and when we’ve had the opportunity of presenting our cars to the Hispanic market, they are the first in submitting their names as potential buyers.” Lincoln Motor Company wishes to stand out from others luxury vehicles by categorizing themselves as Quiet Luxury. “Many vehicles boast about technology and definitely Lincoln has it, but what others lack is the possibility of driving quiet luxury”. The hashtags selected for the presentation were #QuietLuxury and #LincolnMKZ.