FYI: The Lincoln Nautilus is gaining unexpected traction among younger buyers, placing it among Ad Age’s “America’s Hottest Brands” for 2024.
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## Lincoln Nautilus: A Surprising Contender Among America’s Hottest Brands
In a surprising twist, the Lincoln Nautilus—a SUV model synonymous with traditional luxury—has captured the interest of younger consumers and earned a spot on Ad Age’s prestigious “America’s Hottest Brands” list for 2024. Traditionally favored by older demographics, the Nautilus is breaking new ground and drawing parallels with trending brands like Adidas and Nvidia.
### Ad Age’s Buzz-Worthy Criteria
Ad Age’s annual list highlights companies and brands enjoying significant buzz or mainstream recognition, even if on a temporary basis. This year, out of an initial pool of approximately 60 hot brands, Ad Age reporters and editors honed in on a final curated list of 20.
### The Nautilus: A Tech-Savvy Transformation
The 2024 Lincoln Nautilus boasts a redesign that embraces modern technology. Key enhancements include a wraparound digital dashboard and a high-tech interior, changes that have driven a remarkable 42% increase in sales in the first half of 2024 compared to the previous year.
In addition to a tech-forward interior, the Nautilus now offers a hybrid powertrain, a move that has paid off handsomely for Lincoln and its parent company, Ford. These fresh features are reshaping the vehicle’s appeal, attracting a younger audience typically uninterested in Lincoln’s traditional offerings.
### Celebrity Endorsement and Viral Marketing
A critical component of the Nautilus’ renewed appeal is its contemporary marketing strategy. Lincoln has tapped tennis legend Serena Williams as the face of a new advertising campaign set to launch later this year. The campaign features the hit song “Kaleidoscope Bliss (The Nautilus Song),” which has taken social media by storm. The song’s popularity led Lincoln’s creative agency to release an extended version due to overwhelming demand.
Megan McKenzie, Lincoln’s U.S. marketing chief, noted, “What was really cool was they recognized it as a commercial song.” This remark underscores the effectiveness of seamlessly integrating popular culture with the brand’s image.
### A Holistic Approach: Design Meets Advanced Features
Beyond its technological upgrades and innovative marketing, the 2024 Nautilus distinguishes itself with a stylish design that includes unique features such as a “curated fragrance” like Violet Cashmere, providing a multisensory experience for drivers and passengers. Such meticulous attention to detail helps cement the Nautilus’ status as a standout in today’s automotive market.
### Conclusion
In a competitive market increasingly dominated by innovation and niche appeal, the Lincoln Nautilus is demonstrating that heritage brands can still attract new and younger audiences. Its blend of cutting-edge technology, savvy marketing, and luxurious touches has propelled it onto Ad Age’s “America’s Hottest Brands” list for 2024, proving its capability to evolve and resonate beyond its traditional customer base.
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Lawrence Jacobs, Editor of Automotive.fyi
