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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.

Lincoln Nautilus, Ford Edge latest prediction: Production ends in July 2024

In June, Auto Forecast Solutions put out a report compiled by its vice president of global forecasting, Sam Fiorani. One item in the report covered how Fiorani had heard from "multiple sources" that Ford shut down the program to replace the Edge crossover in 2023. Assuming this came to pass, with the Lincoln Nautilus based on the Edge, the inference is that the Nautilus would retire at or around the same time. Ford's response to media queries about the report was either "No comment" or PR-speak deflection. Lincoln's statement on the matter to Motor1, a crafty non-answer, was, "The Nautilus plays and will continue to play an important role in Lincoln’s growing SUV portfolio which includes the Corsair, Aviator and Navigator. Lincoln is investing in growth segments like SUVs and we have no plans to exit the segment." It's possible Lincoln has no plans to leave the segment, but the Nautilus might, according to a fresh, unsourced report in Ford Authority. The site claims the Nautilus will end production at the Oakville Assembly Plant in Ontario, Canada, in July 2024.  Again, we can't know how much, if any of this, is true. But we're zeroing in on a timeline for the potential end of the Edge and Nautilus in the U.S. Those are the only two products Oakville currently builds, and when the Canadian union Unifor asked Ford about the reports in June, Ford couldn't offer union reps anything concrete or reassuring. The Detroit News quoted Unifor chief Jerry Dias as saying of the automaker, "There is no question, they are going through a major evaluation of their portfolio, based on a whole host of things."   We could be seeing one of the earlier theories for Edge's potential demise coming true. Some analysts suspect Ford could be pruning its crossover lineup because it has too many similarly-sized offerings at the moment, the Edge hasn't met its sales targets in Europe, and more compact crossovers are on the way that could bring better street cred if they're associated with the Bronco or Bronco Sport. Unifor and Ford are now in negotiations over a new contract, so it's possible we'll get more clarity in the next month or so about Ford's plans and what will come of Oakville and its roughly 4,000 workers. If Ford walks away from the assembly plant, it will only have two engine plants left in Canada, and no vehicle assembly north of the border for the first time in about a century.

RWD Lincolns are coming, fate depends partly on MKZ success

The product portfolio at Lincoln may seem a bit sparse at the moment, but if a report is to be believed, new products are on the way. TheDetroitBureau.com spoke with sources at Lincoln and Ford, who claimed the American premium brand is working on, perhaps more than one, rear-wheel-drive vehicle.
Lincoln would likely platform-share with the next-generation Ford Mustang to develop those RWD offerings in the early going. Moving forward, the report indicates that Lincoln could take the lead on other rear-drive projects in the future. As the RWD architecture continues to take shape, "most or all" of the front-wheel-drive portfolio will also be offered with all-wheel drive as an option, ala Audi.
But wait, there's more! The report also suggests that a replacement for the full-size MKS is on the way, as well as a new Navigator and a luxury crossover based on the current Ford Escape.