Lincoln’s Nautilus CUV earns a spot on Ad Age’s America’s Hottest Brands of 2024″ list in potent example of how the CUV is attracting younger buyers to the Lincoln brand. Nautilus might also help bring more youth to the brand’s other models including the Navigator.
Lincoln’s revamped 2024 Nautilus is buzzing with young buyers.
The 2024 Lincoln Nautilus is attempting to bring younger buyers to the brand. It wasn’t too long ago that the brand didn’t have many young buyers but instead had a surplus of older buyers who preferred hitting the links and bingo nights at The Villages. While this fanbase served Lincoln well in the 1980s and 1990s, the brand is attempting to shake that image by offering models that do a better job catering to the needs of younger tech-savvy buyers.
The Nautilus appears to be doing a good job of doing just that with the revamped CUV managing to earn a place on Ad Age’s “Hottest Brands of 2024” list as the CUV joins other brands like Adidas Sambas, Nvidia AI chips, and other brands that are buzzing with younger consumers.
Tech and hybrid powertrain helped Nautilus snag a spot
Technology and the hybrid powertrain allows the Nautilus to get a spot on the 2024 America’s Hottest Brands List.
According to Ad Age, the “America’s Hottest Brands” list highlights companies that are enjoying enhanced levels of buzz or mainstream awareness with 60 brands being compiled by Ad Age’s team. This is then whittled down to 20 entrants with the firm trying to avoid repeat winners. The 2024 Nautilus was designed to incorporate better interior technology and a hybrid engine to help improve fuel economy with both of these additions helping Nautilus sales go up by 42% in the first half of 2024.
According to Ad Age, the hybrid engine and the tech-focused look that Lincoln designers have given to the CUV are responsible for the model getting an enhanced amount of attention among younger buyers. In addition to these items, Ad Age also praised the current marketing campaign for the model with the brand using a hit song in its advertising called Kaleidoscope Bliss (The Nautilus Song) which was written by the band Heavy Duty Projects. The song went viral and was so popular that Lincoln had the band release an extended version of the track to please fans clamoring for it.
“What’s really good is that they’re recognizing it as the song from the commercial,” Megan McKenzie, Lincoln’s U.S. marketing head, said to Ad Age. The new Serena Williams ad will feature the song as well. But a song without a sleek new car featuring “curated fragrances” like Violet Cashmere is just, well, a song. That’s how you make a hot brand.
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Nautilus is just the beginning
The Nautilus is also spearheading Lincoln’s broader push into the youth market.
The 2024 Lincoln Nautilus is already shaping up to be a potent contender in the luxury SUV market and while it’s already helping the band get off to a good start, it’s also laying the ground-work for other updated models. They include the Lincoln AViator with that model getting updates that were inspired by what Lincoln did on the Nautilus including a revamped infotainment system and higher-grade materials for the interior.
A big test for the brand will be the updated 2025 Lincoln Navigator which will help bring Lincoln’s flagship model in line with the rest of the family. Reports suggest that it will get a newly revamped interior with technology and other select features that made their debut in Lincoln’s other SUV models including the novel digital scents feature. The brand is hoping all of those items will help it step out of the shadow of many of its rivals and also allow it to attract younger business professionals into the Lincoln fold especially in Black Label trim.
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