Lincoln has opened its first three stores in Beijing, Shanghai, and Hangzhou, and unveiled “The Lincoln Way,” a new automotive ownership experience for Chinese luxury customers, the company announced.

In addition to these first three locations, Lincoln will open five more Lincoln stores in China by year’s end, and a total of 60 stores in 50 cities in China by 2016, the company added. “The Lincoln Way” will be embedded in all Lincoln stores in China.

The Lincoln stores in China will first offer the all-new MKC small premium utility vehicle and the MKZ midsize premium sedan. The Lincoln MKZ and MKC will be followed by the Lincoln MKX, the Lincoln Navigator and an all-new full-size luxury sedan, fulfilling the brand’s promise to bring five new vehicles to China by 2016.

“The Lincoln Way” was developed over three years and is based on research across luxury retailing experiences from different sectors, including hospitality. Key elements of “The Lincoln Way” include an env  ironment featuring a tea room, along with intuitive personalized technology such as Lincoln’s exclusive Personalization Studio, according to the company.