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The Wall Street Publication > Blog > U.S > Lincoln’s rebrand successful, Nautilus a luxurious SUV star
U.S

Lincoln’s rebrand successful, Nautilus a luxurious SUV star

Editorial Board Published September 14, 2025
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Lincoln’s rebrand successful, Nautilus a luxurious SUV star
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The Lincoln Motor Firm’s heydays could also be gone. The posh division of the Ford Motor Firm reached a peak of greater than 131,000 gross sales in america in 2007. It has had drastically various years since, with gross sales tumbling almost 50 p.c in lean years.

With shoppers’ preferences more and more favoring sport utility automobiles, Lincoln is now a number of years into its rebranding. It had all the things to lose.

Luxurious sedan icons just like the Continental, City Automotive and MKZ have been defunct for a number of years. Lincoln now sells solely 4 automobiles, all sport utility automobiles — the Aviator, Corsair, Nautilus and Navigator.

Now in its second era, the two-row, five-passenger Nautilus is positioned between the three-row, seven-passenger Aviator and the smaller entry-level Corsair. It’s additionally a two-row, five-passenger SUV.

The 2025 MotorTrend SUV of the 12 months, the Nautilus is obtainable in Premiere, Reserve and Black Label trims. A turbocharged 2.0-liter four-cylinder with 250 horsepower and is customary in all three choices. All trims are matched with an eight-speed computerized transmission.

Optionally available on all ranges is a turbocharged, 2.0-liter hybrid. The $1,500 possibility pushes the horsepower on these trims to 310. The SUV advances with a constantly variable computerized transmission. All-wheel drive is customary with each powertrains.

Lincoln debuted the Nautilus as the brand new title for MKX in 2018 for the SUV’s 2019 mannequin yr. It was a giant threat. The Audi Q5, BMW X3 and X5, Cadillac XT5, Infiniti QX50, Genesis GV80, Land Rover Vary Rover Sport, Lexus RX, Mercedes-GLC and GLE, Porsche Cayenne and Volvo XC90 are worthy opponents, some with lengthy tenures within the market.

Lincoln’s gamble labored. However how did the Nautilus warrant its praises? How did it discover its market share within the mixture of different newbies and legacy manufacturers?

For starters, luxurious is omnipresent. Massaging, heated and vented 24-way top-line entrance seats, energetic noise cancellation and a multi-configurable 48-inch display screen are highlights. The energetic noise cancellation system, based on Lincoln, “utilizes a network of strategically placed microphones that continuously monitor the cabin for unwanted noise. The microphones feed real-time data to a digital signal processing unit, generating the precise anti-noise signals required to cancel out the detected sounds.”

Additional, the windshield has an acoustic laminate as does the entrance door glass. The engine compartment can be insulated. The end result: The Nautilus is library-quiet, a top quality almost immediately talked about by a number of front-seat passengers.

The cargo area is lengthy and vast. The world behind the rear seats measures 36.4 cubic ft, greater than enough for soccer gear, a couple of golf luggage or a number of suitcases. The seats additionally fold flat by way of a 60-40 cut up.

Inside serenity is complemented by the SUV’s clean, regular trip. Highway imperfections are absorbed. Acceleration from 0 to 60 miles per hour takes 7.2 seconds. However it feels sooner, maybe partly as a result of the steering wheel is race automotive oriented; a smaller-than-traditional rounded sq.. Gasoline mileage averages are 21 miles per gallon in metropolis driving, 29 mpg on the freeway.

Customary security options embody a 360-degree digital camera, adaptive cruise management and suspension, lane-keeping help, a push begin and a wi-fi charging pad. A four-year subscription to BlueCruise hands-free driving system is now customary on all trims.

The entire inside high quality, efficiency and spaciousness are skilled with the not-always-the-case of the Nautilus’s ideally designed exterior. It’s an SUV void of ragged edges and a testosterone-loaded grille design. As a substitute, the SUV’s look is contoured with rounded styling. It’s elegant fairly than aggressive.

Ford might have folded its luxurious lineup. However its transition from luxurious sedans, as soon as the choice of film stars and businessmen, to SUVS, is successful.

The reviewed Reserve III trim has an MSRP of $61,010. Its choices and taxes push the overall to $69,810. It’s cash effectively spent among the many lofty assortment of different luxurious SUVs.

 

TAGGED:LincolnsLuxuryNautilusrebrandStarsuccessSUV
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