Lincoln has made significant efforts over the past several years to up its game in the luxury segment. With an eye always on cross-town rival Cadillac, Ford's luxury division is constantly looking for more ways to improve the buying and ownership experience. Cadillac isn't the only luxury brand in its crosshairs. And now Lincoln has introduced a new initiative called the Mobile Vehicle Spa program as part of a collaboration with Get Spiffy, Inc., an on-demand car cleaning, technology, and services company.

This is only a pilot program at the moment and the Houston, Texas area is the chosen region to start things off. Basically, the program is designed to be a convenient way for owners to get their vehicles detailed, something Navigator owners are sometimes known for doing on a regular basis.

Of course, the program is available to all Houston-area Lincoln customers as they're able to get their vehicles cleaned inside and out whether they're at home, the office, or even out shopping. They can pre-arrange a location and time for the detailing. Owners can also request for the detailers to fill up their car's gas tank.

"We continue to look for new and effortless ways to connect with our clients and build on their ownership experience with Lincoln on and off the road," said Michael Sprague, director, Lincoln North America. "The value of convenience and time are so important to our clients and that's exactly why we continue to evolve and build on our services and connected experiences." Assuming there are no major problems with the Houston pilot program, Lincoln says it intends to expand the service to additional cities, though no timeframe has been announced.

Once that happens, customers will be able to schedule mobile spa vehicle appointments via the Lincoln Way App. Along with this new on-demand plan, the brand is introducing this month the Lincoln Access Rewards Visa and a new concierge program called Pursue Your Passions. The rewards plan is essentially an extension of the existing program. Cardmembers can earn points on purchases and redeem them for a list of unique experiences based on their interests.

The concierge program, also available to Black Label members, allows owners to redeem their points at local lifestyle activities like sampling roasted coffees, expertly guided tours of historical landmarks, among other interesting things.