Adidas Sambas, Sol de Janeiro skincare products, Nvidia AI chips and… Lincoln Nautilus?
In what strange world would the Lincoln Nautilus (F) — a nameplate indicating a Uber Your driver or grandfather might love — in the same sentence as those famous brands?
Answer: It did. Ad Age’s “America’s Hottest Brands” list for 2024. In fact, nautilusa medium size intersectionare really catching on with younger buyers. Check it out, Boomer.
According to Ad Age, the annual Hottest Brands list highlights companies and brands that are currently enjoying some sort of buzz or mainstream awareness—no matter how fleeting that may be. Reporters and editors at Ad Age narrowed down the roughly 60 hot brands to the final 20 that made the big list.
They also try to avoid consecutive winners.
But if you’re looking for sales or other financial figures on this list, forget it. This list is more focused on online gossip and rumors.
Back to Nautilus.
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The SUV Redesigned for 2024 with a fresh, tech-filled interiorhighlighted by a wraparound digital dashboard. Such features have clearly helped. Sales of the latest Nautilus were up 42% in the first half of 2024 compared to the same period a year earlier.
And if you were wondering, Nautilus has a mixture version as well — a drivetrain that has worked quite well in Lincoln and parent company Ford cars.
Ad Age believes that the high-tech look and hybrid powertrain are the factors that create the new appeal of this brand.
This also helps that the Nautilus’ marketing and advertising plans are as modern as the latest version of the car. For example, it has a relatively new celebrity in tennis legend Serena Williams, who will appear in a new advertising campaign later this year.
A hit song in its commercial didn’t hurt either. Called “Kaleidoscope Bliss (The Nautilus Song),” the song went viral, of course. Lincoln’s creative agency even had the band behind the song, Heavy Duty Projects, release a extended Edition of the song for fans who are expecting more.
“What’s really nice is that they recognize that it’s the song in the ad,” Megan McKenzie, Lincoln’s U.S. marketing director, told Ad Age. Serena Williams’ new ad will also feature the song. But a song without the gloss new car Introducing a “curated scent” like Violet Cashmere is just, well, a song. That’s how you build a compelling brand.
Maybe not so strange.
Pras Subramanian is a Yahoo Finance reporter covering the auto industry. You can follow him on X and more Instagram.
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