Monday, March 18, 2024

Lincoln, Marsha Ambrosius Join to Debut Stylish New Lincoln Nautilus

Marsha Ambrosius poses with 2018 Lincoln Continental in front of Hollywood Dream Hotel

*Hollywood, CA – Lincoln Motor Company, the brand behind a history of quality vehicles, has gone thru many evolutions. At a point in time, to drive a “long” Lincoln denoted class and sophistication. Obviously, that was a good thing for the brand. But over the years those once-appreciated attributesĀ began to give way to “sexy” and “sleek” and Lincolnā€™s image kind of got left behind with the fading glory of grandpa Anyhoo and Uncle So and So. That wasnā€™t a good thing for the brand.

I know you remember seeing it, that long Lincoln Town Car – one of its best selling models circa the late 80s – tooling thru the old neighborhood, rear-end dipped, paint fading and distressed leather seats. It hearkened to an era gone by … and it’s doubtful that it generated any relevant affection for the brand.Ā  You were likely good to just throw your hand up at old “Anyhoo,” smile, and keep it pushing.

But somebody in the company’s front office got the memo and set out on a mission to re-imagine their entire line of automobiles.

Lincoln aimed to retain the element of class it was known for, but wanted to throw in some image-overhauling, demo-expanding new bait, sleek and sexy, to regain its footing. Ā The execsĀ charged the design team with contemporizing their vehicles to meet the dramatically evolved demands of current culture. They wanted to streamline the aesthetics, bolster the performance, and – ultra importantly – integrate technology, premium entertainment and elite customer-centric services to reclaim its marketshare.

The redesign mission initially yielded the successful Navigator and the MK line. The innovations were a significant departure from the once-revered dinosaurs that found the brand nearly cruising toward extinction. Now, fast forwarding to 2017, those vehicles are still thriving, the Continental has been revived with eye-catching updates and (the reason for the season) a brand new vehicle has been added to the family (deets to follow).

The Lincoln team is now riding that momentum and is clear on where they’re going, they know who their customer base is and they’re committed to treating them how they deserve to be treated. Their efforts also find them poised to flirt more with millennials, a group that favors digi-life, high profile living, and preferential treatment.

That said, as part of the LA Auto Show hoopla, the Lincoln team invited a handful of “tastemaker” journalists out to LA to get an exclusive first-look at the latest and greatest in the company’s endeavors … and EURweb was in that number. And in keeping with its new sexy image, we were treated to drinks and a private acoustic performance by Lincoln brand ambassador, Marsha Ambrosius at Avenue, a chic nightspot attached to Hollywood’s new Dream Hotel property.

Watch an excerpt of Marsha’s performance here:

From there we moved the gathering around the corner to Tao, an amazing asian fusion restaurant also part of the Dream property, and dined the rest of the night away in anticipation of the following day’s exclusive big reveal of what we later learned was the new Lincoln Nautilus.

The company’s executives had commandeered the rooftop of Dream – and the block surrounding it – to showcase updates to its line of luxury vehicles and its ā€œstar,ā€ the Nautilus. The Nautilus had arrived at the property with the rest of the fleet, but couldnā€™t be revealed until the official launch event.Ā  So, it was kept under wraps until in the middle of the night it was clandestinely hoisted into the sky by a crane and – appropriately – set atop the poshĀ hotelā€™s rooftop pool.

Watch this video of the reveal to learn about its features:

So, we went from reminiscing about seeing the stodgy ā€œheapā€ that struggled down the block back in the day to basking in the exclusive high-profile, Tinseltown unveiling of Lincoln’s newest four-wheeled marvel.

Now, at least in my mind, whatever glory Lincoln had experienced in the past but had been slipping through its fingers has officially been reclaimed.Ā  The Nautilus is relevant, sexy has plenty of ā€œbrainsā€ to match.

Find out more about the Lincoln Nautilus here.

 

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