Donald Trump’s tariffs have thrown the automotive world into turmoil. Several brands could be facing grave threats. One brand facing a particularly thorny situation is Lincoln. The revamped Nautilus crossover has been a major hit. It comprised over one-third of the brand’s sales in America in 2024. Lincoln may be banking on it picking up even more of the sales slack when the Corsair leaves production. However, Nautilus is under significant threat from tariffs.
Lincoln builds the Nautilus in China. As of this writing, the Trump administration has placed a 125% tariff on Chinese-built goods, including automobiles. But at least for now, it looks like Lincoln is staying the course with the Nautilus in America.
Key Takeaways
- Lincoln’s Nautilus crossover has been a hit
- But the Nautilus is built in China and subject to a 125 percent tariff
- Lincoln has not paused Nautilus production or shipments
- The brand also hasn’t raised Nautilus prices
- Though changes may be coming
Lincoln Is Not Increasing Prices On The Nautilus
Currently, Lincoln has not altered its plans for the Nautilus. New Lincoln President Dianne Craig told Automotive News that, unlike other manufacturers, the brand has not stopped Nautilus production or shipments. And Lincoln has not altered Nautilus pricing. The base 2025 Nautilus still starts at $50,415 MSRP.
But Lincoln May Need To Raise Prices At Some Point
But Craig acknowledged that Nautilus pricing will probably have to increase at some point. Much of it will depend on how the current tariff crisis with China plays out.
“At some point, yes, it might be likely that we’re going to have to take some level of pricing, but we also know we have to understand what happens with the competitive environment, we have to understand how much can consumers actually absorb, how much can we pass along, and it really comes down to where the tariff lands,” Craig said. “It remains to be seen. The question will be how much and when?”
TopSpeed’s Take
Lincoln is in the same position as most of the automotive industry is in. No imminent decisions are required. Automakers typically have months’ worth of inventory in stock. Brands spent much of the month-long tariff reprieve the industry received in March importing as many vehicles as possible. Ford’s “handshake deal for America” offers employee pricing on certain models through June, which is for cars that were already in the United States.
It’s still unclear what decisions manufacturers will need to make when required. Tariffs are still being negotiated between nations and between automakers and the administration. The Chinese tariff war threatening Lincoln’s Nautilus imports is even more fraught and complex. Automakers can’t calculate their exposure and formulate an optimal strategy until the uncertainty cloud lifts.
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