What Is the Lincoln President’s Award?

The Lincoln President’s Award is a recognition of a Lincoln dealership’s exceptional customer satisfaction ratings. Awarded to a limited number of dealerships across the U.S. by the Ford Motor Company, the bronze laurels of the President’s Award signify you are shopping with a group of professionals committed to elite customer care and capable of delivering a truly exceptional dealership experience. Ultimately, Lincoln President’s Award winners are determined by customer feedback with superb ratings.

A Legacy of Excellence at Wickstrom Lincoln

Since 1992, Wickstrom Lincoln has received the President’s Award, with the most recent award coming in 2024. This stands as the longest currently active streak among other Lincoln dealerships.

While this status is a profound honor, we are humbled as we remember that what we do isn’t merely for acclaim; our uncompromising standards of excellence are integral to who we are. As part of the Wickstrom Auto Group, Wickstrom Lincoln is committed to creating a truly exceptional dealership experience and exceeding expectations for everyone — from our dealership sales and service teams to everyone we come into contact with each day. It’s a commitment rooted in the Wickstrom family’s legacy of automotive excellence dating back many decades in Barrington and the northwest suburbs of Chicago.

Award Eligibility Requirements: How Dealerships Qualify

Measuring customer satisfaction and effectiveness in sales is key to the Lincoln President’s Award process. To this effect, every dealership receiving the award must attain higher-than-average Net Promoter Scores (NPS) with at least 60 OneCX survey completions from customers. Because part of an exceptional dealership experience involves connecting customers with their ideal models, every President’s Award winner must also receive at least 100 percent or better sales effectiveness ratings.

In summary, Lincoln President’s Award winners must achieve…

• …60 or more OneCX survey completions.
• …a higher-than-average group NPS.
• …100 percent or better sales effectiveness. 
• …consistent performance in the Lincoln Commitment Program.

Customer Satisfaction Comes First: Our NPS Scores Tell the Story

One of the critical components in the President’s Award qualification process is a higher-than-average set of group Net Promoter Scores (NPS). These scores paint a picture of how likely our customers are to refer our services to their friends and family, determined by a ranked response survey based on a scale of zero to ten. Each numbered response falls into a specific category:

• 0 to 6 — NPS ratings that fall between zero and six fall into the detractors category, indicating that these customers will likely tell others not to shop at a dealership. 
• 7 to 8 — NPS ratings of seven or eight fall into a neutral category. While these customers may be happy, they are not likely to promote the dealership to their friends.
• 9 to 10 — NPS ratings that fall into the promoter category must be either a nine or ten for overall likelihood that they will tell their friends to shop at the dealership.

To calculate the final NPS for a dealership, the percentage of detractor scores is subtracted from the percentage of promoter scores. This means that to achieve the higher-than-average group NPS numbers required for the President’s Award, we must create truly special customer experiences to a level where our guests want to recommend us to their friends and family on a regular basis.

Why Shoppers Choose Wickstrom Lincoln Year After Year

Customer-focused car shopping guides our approach at Wickstrom Lincoln. We work tirelessly to earn, maintain, and exceed our local reputation for excellence with everyone we meet, guided by a set of three principles we call The Wickstrom Way. When you reach out to us to buy a car, one friendly and knowledgeable sales representative will be your point of contact throughout the entire process to create a streamlined shopping experience. Alleviate the stress of haggling over the price of the vehicle thanks to our advanced software-created fair market pricing. Once you reach the purchase or lease stage of your journey, we will work to complete the paperwork in about one hour.

How We Earn This Award Year After Year

The one person, one price, one hour approach of the Wickstrom Way melds beautifully with the high-touch, luxury service experience you expect as you consider the Lincoln brand. Vehicles of the caliber of a Lincoln deserve a sales approach with personalized service, tailored answers, and the utmost professionalism. Our knowledgeable staff is dedicated to connecting you with the right vehicle with all the amenities you crave. This luxury-level customer experience is one we believe you will naturally want to share with others.

Our customer relationships are connections we continue to build many years after the point of sale. When your Lincoln requires maintenance or potential repairs down the road, count on the expert factory-trained service technicians to provide exact solutions and detailed care for your luxury vehicle. If your busy lifestyle makes scheduling service a challenge, consider the convenience of our Lincoln mobile service offerings or our pickup and delivery service.

Our Customers Make This Possible

While the Lincoln President’s Award is in part a testament to our team’s dedication and the vehicles we sell, we would like to recognize the part our loyal customers have played in this honor. Without your continued support, positive feedback, and loyal patronage year after year, this would never have been possible. So, from the depths of our heart, thank you — we look forward to fostering the relationships we’ve built for years to come.

Explore the Lincoln Experience at Wickstrom Lincoln

Visit Wickstrom Lincoln in Barrington, IL, and form your own opinion of our approach to sales and service. Construction of a brand-new showroom and state-of-the-art service center was completed in September of 2023. Use our hours and directions to plan your visit for all your sales and service needs.

Browse the new inventory and let your imagination ignite with possibilities as you see the beautiful design and premium amenities in popular models like the Lincoln Navigator, Aviator, and Nautilus. Experience the Lincoln luxury difference when you schedule a test drive. If your luxury vehicle requires attention for routine maintenance or detailed repairs, schedule a visit with our expert Lincoln service professionals.

Contact our team for additional information online or by calling (847) 382-5600 to begin your journey with us.