The Lincoln Nautilus, Nvidia AI chips, Adidas Sambas, and Sol de Janeiro skin care products? What kind of bizarre universe is the Lincoln Nautilus—a moniker that only your grandfather or an Uber driver could appreciate—mentioned among those popular brands? It appeared in the 2024 edition of Ad Age’s “America’s hottest brands” list. Younger consumers are actually showing interest in the midsize crossover Nautilus.
Boomer, that’s your loss. Ad Age claims that, notwithstanding how ephemeral, the yearly hottest brands list showcases businesses and brands that are now experiencing some level of buzz or public visibility. Ad Age editors and reporters narrowed down the roughly sixty sexy companies to the final 20 that made the cut. They also make an effort to prevent repeat winners. However, you should give these rankings no thought if you’re seeking for sales or other financial measures. The list is mainly concerned with online buzz and chatter.
The all-new 2024 Lincoln Nautilus SUV getting some buzz. 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.
Modern marketing strategies and advertisements for the Nautilus are beneficial as well, matching the vehicle’s most recent iteration. Tennis legend Serena Williams, for instance, is a relatively recent celebrity supporter of it and will appear in a new commercial campaign later this year. It also helps if the advertisements have a hit song of sorts. The song was popular on social media and was titled “Kaleidoscope Bliss (The Nautilus Song).” For the benefit of the fans who were begging for more, Lincoln’s creative firm even got Heavy Duty Projects, the band that wrote the song, to release an extended version.
Ad Age was told by Megan McKenzie, Lincoln’s US marketing chief, “what’s really good is that they’re recognizing it as the song from the commercial.” It will also be featured in the upcoming Serena Williams commercial. However, without a chic new car with carefully chosen scents like Violet Cashmere, a song is just a song. It’s how a successful brand is created. Not quite so bizarre, perhaps.
The Lincoln Nautilus’s transformation into one of America’s hottest brands is a fascinating development. Traditionally seen as a vehicle preferred by older demographics, its inclusion in Ad Age’s list for 2024 signifies a significant shift. This midsize crossover has successfully captured the attention of a younger audience, defying previous stereotypes. The annual list by Ad Age focuses on brands that are currently enjoying a wave of popularity or mainstream recognition, regardless of how temporary that might be.
This year, Lincoln Nautilus made the cut, standing alongside trendy brands like Adidas Sambas, Sol de Janeiro skincare products, and Nvidia AI chips. The selection process involved Ad Age reporters and editors narrowing down about 60 brands to the final 20, aiming to spotlight those with significant buzz and online chatter rather than relying solely on sales or financial performance.
A wrap-around digital dashboard, a characteristic that has obviously struck a chord with customers, is one of the many technologically advanced interior elements of the revamped 2024 Lincoln Nautilus. Compared to the same period last year, sales of the new model increased by an astounding 42% in the first half of 2024. A successful redesign that appeals to both current and potential customers is indicated by this notable increase in sales. Its growing popularity has also been aided by the availability of a hybrid variant, which meets consumer demand for cars that are less harmful to the environment. Buyers who are concerned about the environment find the vehicle more appealing because of its hybrid powertrain.
Lincoln’s marketing plan for the Nautilus has been a major factor in the vehicle’s rising popularity, in addition to the updated amenities and hybrid option. Just like the car itself, the brand’s marketing campaigns are modern. To further boost the exposure and attractiveness of the Lincoln, tennis legend Serena Williams—a relatively recent celebrity ambassador for the brand—will appear in an upcoming ad campaign. The Nautilus’s popularity has also been greatly boosted by the use of a catchy tune in its advertising. The popularity of the vehicle has increased due to the widespread adoption of “Kaleidoscope Bliss (The Nautilus Song)” on social media.
In evidence of the song’s influence, the band Heavy Duty Projects even published an extended version in response to strong fan demand. The success of this marketing campaign is demonstrated by the fact that many people can identify the music just from the commercial, according to Megan McKenzie, head of Lincoln’s US marketing. To maintain consistency in their effective marketing effort, Serena Williams’s next commercial will also feature this well-known song.
Another unique aspect of the 2024 Lincoln Nautilus is its “curated fragrances” like Violet Cashmere, which add a luxurious touch to the vehicle’s interior. This attention to detail enhances the overall driving experience, making it more than just a mode of transportation. The blend of modern technology, environmental consciousness, effective marketing, and attention to detail has positioned the Lincoln Nautilus as a standout brand in 2024.
The Lincoln Nautilus’s rise to fame in 2024 is evidence of the power of inventiveness and well-executed marketing. Its placement on Ad Age’s list of “America’s hottest brands” attests to a rebranding effort that has been effective in drawing in a younger demographic. The enthusiasm around the automobile right now has been heightened by its stylish soundtrack, celebrity endorsements, hybrid drivetrain, and astute marketing. This shift shows how a traditional brand may reimagine itself to be appealing and current in a rapidly evolving market.
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