Lincoln's U-turn: Ford luxury brand focuses on digital tech over electrification

“Ford has changed its plans for electrification and that has impacted Lincoln,” said auto analyst Brinley.

Confirmed Craig: “We’re not going to make any grand declarations specific to where the brand is going with electrification until . . . we relay understand what our premium customers want. The time will come, for sure, but right now we are focused on the wonderful product lineup we have between the Corsair, Nautilus and new Aviator.”

What that product line shares with the electric Star Concept is the wall-to-wall jumbotron. The Nautilus allows Lincoln to focus on its technology story — which has been synonymous with EVs — while maintaining buzz with gas-electric hybrid drivetrains in Nautilus and Corsair.

“Nautilus is important because its is bringing tech into the brand,” said Brinley.

The panoramic screen complements a digital, push-button console shifter and seven digital scents that customers can release into the cabin. This tech in the Nautilus will migrate to other models.

“It’s not just tech for tech’s sake, it’s very intuitive tech,” Craig said. “The screen is stunning when you get into the car. It’s first in segment. It needs to be simple, it need to be intuitive, because some of these technologies are not.”

The Lincoln Digital Experience was introduced to media here much like a living room suite, with journalists taking system tutorials while in a hotel — before taking the Nautilus out on the road.

Tesla and Lucid luxury brands introduce customers to their unique, high-tech interiors — not in dealerships — but in boutiques inside shopping malls and in city storefronts. Stripped of the intimidation of sales desks and test drives, boutiques allow casual customers to sample features.

Lincoln, too, is moving to this idea as a way to advance its slogan: Power of Sanctuary.

The brand has encouraged closing traditional dealerships and opening what it calls vitrines (inspired by French glass display cases) like the dealer-run Sanderson Lincoln Boutique in Scottsdale, Arizona, or the brand-owned Lincoln Experience Center in Newport Beach, California.

Vitrines are comfortable spaces complete with technology demonstrations, a café, and a few new cars.

“It’s about meeting customers where they want us to serve them,” said Craig. “We have our vitrines — almost 60 that are done — they are beautiful facilities that are all about being warm and personally crafted. We have another 30 in the works.”

“We know our customers want a no-pressure environment,” she continued. “If a customer doesn’t want to come into a dealership, then we will meet them on their terms, including in their home or place of business.”

That low-pressure environment extends to not forcing EVs, even as automakers like Lincoln see the transition as inevitable.

“There is transition with any technology including electric vehicles. We’ll eventually come to that tipping point,” said the Lincoln president. “But right now (from) everything we are learning from our customers, now is not the right time for us to be making those declarations about EVs.”

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