The Lincoln Nautilus, a nameplate typically associated with older generations, has made its way onto Ad Age’s “America’s hottest brands” list for 2024 alongside popular brands like Adidas and Sol de Janeiro. This unexpected inclusion is due to the Nautilus drawing interest from younger buyers, challenging the stereotype of its appeal.
Ad Age’s annual hottest brands list features companies and brands that have gained buzz or mainstream awareness, regardless of how fleeting it may be. Out of the 60 or so brands initially considered, only 20 made the final cut, with an emphasis on avoiding repeat winners. While the list does not focus on sales or financial metrics, it highlights the importance of online buzz and chatter.
The recent redesign of the Nautilus in 2024, featuring a tech-laden interior and a wrap-around digital dashboard, has contributed to its newfound popularity. Sales of the latest Nautilus saw a 42% increase in the first half of 2024 compared to the previous year. Additionally, the hybrid version of the SUV has been performing well for Lincoln and parent company Ford.
The striking techy interior design and hybrid powertrain have been identified by Ad Age as key factors in the Nautilus’ rising popularity. Furthermore, the brand’s modern marketing strategy has played a significant role. The endorsement of tennis legend Serena Williams, who will be featured in an upcoming ad campaign, adds credibility and appeal to the Nautilus. The presence of a catchy song, “Kaleidoscope Bliss (The Nautilus Song),” in its ads has also generated buzz on social media platforms. The song’s popularity led to an extended version being released by Heavy Duty Projects, the band behind it.
Megan McKenzie, Lincoln’s U.S. marketing head, expressed her satisfaction with the recognition that the song garnered and emphasized the importance of not just a catchy tune but also a sleek new car like the Nautilus to establish a hot brand. The combination of a modern interior, a hybrid powertrain, celebrity endorsement, and an engaging marketing campaign has undoubtedly contributed to the Nautilus’ inclusion on the hot brands list.
In conclusion, the Lincoln Nautilus defied expectations by earning a spot on Ad Age’s “America’s hottest brands” list for 2024. Its appeal to younger buyers, attributed to its techy interior and hybrid powertrain, has overshadowed its reputation as a vehicle favored by older generations. The brand’s modern marketing strategy, featuring celebrity endorsement and a catchy song in its ads, has also played a significant role in generating buzz and online buzz. The Nautilus’ inclusion on this prestigious list demonstrates the power of innovation, rebranding, and engaging marketing techniques in revitalizing a product and appealing to new audiences.