The luxury segment has never been more cutthroat in North America, a fact that no doubt weighed heavily on Lincoln, which had been hemorrhaging sales for the better part of two decades. However, Ford’s luxury brand might just be on the cusp of a renaissance, as the division experienced a 35 percent jump in sales for Q4 2024 and a 30 percent jump in sales for the calendar year. The refreshed Lincoln Aviator and all-new Lincoln Nautilus absolutely led the charge last year, but going forward, the brand is looking toward standing out with a pivot toward customer wellness.
In a quasi exist interview with Automotive News, outgoing Lincoln president Dianne Craig let slip that the luxury division intends to set itself apart by offering wellness throughout its lineup. That starts with purposely crafted interior environments and exterior designs, but also on distinct features too. The “quiet luxury” mantra established in the 2010s remains in play, but “credible wellness” is guiding its engineers and designers toward a new paradigm. “We’ve got a really clear, compelling vision of where we want to take the brand,” said Craig. “We want to become the automotive brand that’s known for wellness.”
Although this is the first time Lincoln has revealed an explicit pivot toward a new direction, wellness is already featured throughout the lineup. For example, the Rejuvenate feature is already offered on the Nautilus and Navigator. Additionally, Auto Air Refresh has been a brand staple since 2021 on the Lincoln Aviator. The completely automated system ensures occupants are breathing high quality air.
“The reality is, especially our customers — the premium customers — they’ve arrived, they can afford really nice vehicles,” Craig said. “But what you can’t put a price tag on is your health and where you place your time and your precious moments,” added Craig.
Whether or not this vibe shift or pivot will produce dividends remains to be seen, but the brand is certainly getting more attention lately. As Ford Authority previously reported, the Lincoln Nautilus has been winning awards since its launch, including being named MotorTrend’s 2025 SUV of the Year. Paired with the recent arrival of the 2025 Lincoln Navigator, brighter days may be ahead for the storied luxury division.
Comments
Wellness like not wafting in your own exhaust fumes?
Lincoln is nothing but a vulgar joke compared to what it once was. With an incomplete lineup composed of only boring SUV´s and crossovers, no sedan or sports coupe, Lincoln has absolutely nothing to do against the brands it intends to compete. “What a luxury car brand should be” read Lincoln advertises back in the 80´s. Today Lincoln is exacltly what a luxury car brand should NOT be.
With brand statements like that, we can see why Lincoln would only quasi exist.
V8 RWD Continental and LS would promote my wellness
The Lincoln MKZ replacement …the Zephyr would speak to this and fill the void. Till then my 2025 Nautilus Reserve III with its creature comforts will suffice…. but of course, it may be the last vehicle that a 77-year-old boomer may own.
I have to agree with the others here. Bring back a nice four door Town Car sedan and a nice, Mk VIII sport coupe with a V8. The Lincoln brand needs a car.
Lincoln needs to focus on wellness as a brand with a healthy line up of vehicles. As mentioned, a luxury sedan top quality and power, a sport coupe/sedan luxury, power, handling, another more powerful engine choice for the Nautilis, to name a few.
I’m a Lincoln loyalist, having owned a Navigator, MKx, MKT, and now a 2020 Aviator, I love this brand. My next SUV will be a Lincoln.
Navigator is a credible effort and the interior competes favorably with Cadillac. But the exterior still looks a bit ungainly. The Cad is more integrated, smoother and looks more aggressive hunched down over its big wheels and tires. And while the EcoBoost V6 is a credible engine, I’d prefer a V8. Give me the 7.3L Godzilla as an option to compete with the Caddie’s 6.2L LS which is powerful, but problematic. And Ford needs a few more Lincoln dealers. My town does not have a Lincoln dealer (and the 2 Ford dealers would be horrible as Lincoln stores) but I don’t want to have to drive 50 miles for service.
QUOTE “The reality is, especially our customers — the premium customers — they’ve arrived, they can afford really nice vehicles,” Craig said. “But what you can’t put a price tag on is your health and where you place your time and your precious moments,” added Craig. UNQUOTE
So Ford Motor Company only cares about the wellness of their so called premium customers and the rest of us can suffer? This is yet again another tone deaf elite vs. the rest of us comment from an executive peddling products. I can afford a Lincoln vehicle but why would I want too?
If Lincoln is doing so well why is she the “outgoing” President???
The lack of a luxury car from either Lincoln or Cadillac will kill off both brands. Cadillac sooner since the only ICE model they will offer in the near future will be the Escalade. How can either brand be called a “luxury brand” without a car? I drive a Lincoln SUV but I would much prefer a luxury car like many of us senior citizens prefer.
Help, I’ve fallen and I can’t get up!