Lincoln has announced the brand will begin picking up owners’ vehicles for service anywhere and leaving them with a Lincoln loaner to drive during the service work. The new program is aimed to differentiate Ford’s luxury brand from rivals in the all-important service game.

Dubbed the Lincoln Service Valet, the program will be included on all 2017 models for the life of the vehicle warranty. Essentially the owner can schedule service work on their vehicle and someone from the dealership will come pick up their vehicle and swap with a newer Lincoln product of equal or lesser value.

“Our dealers view this as a way to differentiate the client experience for Lincoln owners,” Andrew Frick, Lincoln’s North American director of sales and services, said in a statement. “No matter what Lincoln vehicle clients have from our portfolio, they have the peace of mind of getting that vehicle to and from service at a location of their choice, with a complimentary Lincoln loaner in order to maintain their busy schedules.”

Lincoln had previously stated publicly that such a service would be included on the upcoming 2017 Continental sedan. Thanks to successful trials, the service will now be standard fare for all of the brand’s products.

While several luxury brands provide similar services, Lincoln’s appears to be amongst the simplest for owners. Lincoln dealers will also rejoice in knowing that Lincoln will be paying for the loaner vehicles, taking some of the cost burden off the dealer.