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Why, believe it or not, the Lincoln Nautilus is one of 'America's hottest brands'

  Adidas Sambas, Sol de Janeiro skin care products, Nvidia AI chips, and... the Lincoln Nautilus? In what bizarro world is the Lincoln Nautilus (F) — a nameplate only an Uber driver or your grandfather could love — in the same sentence as those hot brands?  The answer: It made it to Ad AgeÂ’s “AmericaÂ’s hottest brands” list for 2024. In fact, the Nautilus, a midsize crossover, is actually drawing interest from younger buyers. Take that, Boomer.  According to Ad Age, the annual hottest brands list highlights companies and brands that are currently enjoying some kind of buzz or mainstream awareness — no matter how fleeting that may be. Reporters and editors at Ad Age whittled down 60 or so hottish brands to the eventual 20 that made the big cut.  They also try to avoid repeat winners.  But if you're looking for sales or other financial metrics in these rankings, forget about it. The list is more focused on chatter and online buzz.  Back to the Nautilus.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The SUV was redesigned for 2024 with a fresh, tech-laden interior, highlighted by a wrap-around digital dashboard. Such features, apparently, helped. Sales of the latest Nautilus jumped 42% in the first half of 2024 compared to the year-earlier period.  And if you're wondering, kids, the Nautilus comes in a hybrid version as well — a powertrain that has been doing quite well for Lincoln and parent company Ford. Ad Age believes the techy interior look, along with that hybrid powertrain, is responsible for the brand's newfound buzziness.  It also helps that the NautilusÂ’ ad and marketing game plan is as modern as the latest version of the vehicle. For example, it has a relatively new celebrity backer in tennis legend Serena Williams, who will be featured in a new ad campaign later this year.  A hit song of sorts in its ads doesn't hurt either. Called “Kaleidoscope Bliss (The Nautilus Song),” the song was big on social media, of course. LincolnÂ’s creative agency even had the band behind the song, Heavy Duty Projects, release an extended version of the song for fans who were clamoring for more.  “WhatÂ’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.

Car subscription services: A slow, expensive start — but the potential is huge

Americans are used to paying for subscriptions — to magazines and cable television, for instance — but experience shows they'll cancel when the price of admission gets too high, or there are more tempting alternatives. Cord cutters ditched nearly 1.5 million pay-TV subscriptions in 2017, according to a survey by Leichtman Research Group. Cable TV started out cheap with basic offerings, and then got expensive. The auto industry's subscription offerings are new, but they're starting out costly, and not price-competitive with traditional leasing. The upside is that they take the hassle out of car ownership for busy people by letting the service take care of maintenance, insurance, licensing and taxes. And they give consumers choice, often allowing relatively painless switches between different cars in the automakers' lineup. Subscription services also point the way toward an ownership-free auto experience, and offer an easy transition to a potential world where ride- and car-sharing will be dominant. Subscriptions are here to stay, but consumers may take a while to "get" them. Lincoln's subscription service for lightly used 2015 to 2017 models, offered through the Ford-owned Canvas beginning this year, got off to a slow start. Many early subscribers canceled. Last month, Cadillac announced it would " temporarily pause" its $1,800-per-month Book subscription service for "adjustments" as of December 1. According to the Wall Street Journal, "Snags with the back-end technology used to support the service made some customer-service functions tedious and time-consuming, adding costs for the company." The challenge for automakers is to come up with a strategy that offers consumers a compelling, affordable option to regular ownership, and one that can also make a profit. I think they'll find that sweet spot, but they're not there yet. Jack Nerad, former executive editorial director at Kelley Blue Book and author of " The Complete Idiot's Guide to Buying or Leasing a Car," points out that "A lot of people expected that subscriptions would be very valuable for people who wanted inexpensive transportation, but the reality is quite the opposite. Subscriptions are offering more choices for the wealthy.

With gaps in product portfolio, Lincoln embraces experiences

In one sense, Lincoln is on a roll. It rides out the year having unveiled three substantially refreshed SUVs — the new full-size Navigator, the MKC crossover and the Nautilus, the new name for its top-selling MKX that Lincoln revealed in Los Angeles. The company is on pace to sell 50,000 vehicles this year in China, a four-fold jump after just three years in that market, and its sales growth in the U.S. outpaces its competition in the luxury segment. And analysts applauded the brand for moving away from its confusing alphanumeric naming system as a way to differentiate itself. But Lincoln remains far behind its competitors, with a market share that lags the likes of Lexus, Audi, BMW, Mercedes-Benz and even Cadillac. Its product portfolio is more limited too, heavy on hot-selling SUVs, but with only two cars — far fewer than the German luxury brands — and no marquee sports cars. Instead, Lincoln made it clear in Los Angeles that it's leaning heavily on creating distinctive experiences for its customers — its strategy focuses on being "warm, human and effortless" — as a way to stand out from the field. One way it's trying to do that is through its Black Label program, which offers premium interior trim options like unique leather stitching patterns, Alcantara headliners and laser-etched aluminum accents, and combines all that with a suite of services. Black Label members get an enhanced premium maintenance plan that includes wear and tear, anytime car washes and annual detailing, a dedicated concierge and the ability to be custom-fitted for a vehicle at their home. It also comes with a Culinary Collection, a curated list of more than 50 participating restaurants across the country that offer exclusive reservation assistance, visits from the noted chefs and other perks. Lincoln is introducing a new "Gala" Black Label theme on its new Nautilus, which it says is inspired by a night at a fashion gala. It's an interior decked out in what it calls Carmine Red, reflecting a popular color in fashion, with perforated seat stitching that form interlocking Ls. It joins the Thoroughbred and Chalet Black Label themes for the new Nautilus, which goes on sale next spring. Other Black Label themes including the Navigator's Yacht Club theme, with a Chroma Blue exterior paint color, upgraded leather seats and whitewashed teak wood in the center console, and Center Stage, with jet black Venetian leather with red accents, available on the MKC.