DALLAS — Lincoln newest Lincoln Experience Center, which opened there on Aug. 24, is part of the brand’s increased focus on a suite of enhanced client experiences called The Lincoln Way, which includes services like national pickup and delivery and pilot programs such as At-Home Test Drive and Lincoln Chauffeur.

Located at the site of The Star in Frisco, corporate headquarters and practice facility for the National Football League’s Dallas Cowboys, offers consumers the opportunity to learn about the brand in a comfortable, luxurious environment. It also serves to strengthen the company’s connection to the Dallas-Fort Worth area — the No. 2 fastest growing luxury market in the nation, officials said.

“We’re continuing to personalize the experiences of our clients,” said Lincoln President Kumar Galhotra. “Our exceptional vehicles are now matched with world-class service.”

The luxury brand opened its first Lincoln Experience Center in July 2016 at Fashion Island in Newport Beach, Calif. Since then, more than 82,000 guests have visited the location.

Citing industry statistics, company officials said California is the fastest growing luxury market.

The Lincoln Experience Center at The Star offers a plush, luxurious space for potential clients to learn about the brand at their own pace. Guests can relax in the connectivity lounge, discover the design inspiration behind Lincoln cars and SUVs, and customize their perfect vehicle. The latest products, including the all-new 2018 Navigator, are also on display.

Should visitors be interested in a test drive, a host at the Lincoln Experience Center will arrange a personalized test drive experience at their convenience. If guests are interested in purchasing a Lincoln, the host will make a personal introduction to the dealer most convenient for them.

According to officials, “The Lincoln Way” builds off the company’s success in China, where the idea originated. Lincoln is the best-selling luxury brand there with 32,558 vehicles sold in 2016, a near threefold increase over 2015.

In 2016, Lincoln launched nationwide pickup and delivery service, making the brand the only luxury automaker to provide valet service as standard across all 2017 nameplates. Pickup and delivery is on track to complete more than 50,000 rides by the end of 2017, according to officials.

Currently, Lincoln is testing an at-home test drive program in Houston and Dallas. Prospective clients can schedule a test drive online and have the vehicle brought to their home.

The manufacturer is also piloting a chauffeur service in San Diego and Miami. The program provides clients with a carefully screened driver when needed — allowing them to enjoy being a passenger from the safety and comfort of their own vehicle. The chauffeur can assist with other errands while clients attend to their engagements.

The Lincoln Way supports the success of Lincoln Black Label, which provides personalized shopping with dedicated personnel in the showroom, online, or remotely in locations convenient for customers. Owners enjoy privileges ranging from extended premium service and maintenance coverage to anytime car washes, annual detailing, and a Culinary Collection membership that provides access to a curated list of restaurants from coast to coast.