New Lincoln Navigator is Selling Way Better Than You’d Expect
When Lincoln showed off the new Navigator concept, we were impressed by both the look and the luxurious interior. But looking at the huge gullwing doors and retractable steps, we had to wonder how much would change by the time the new Navigator went into production. After our First Drive, however, we came away so impressed we went so far as to call the 2018 Lincoln Navigator “a serious contender for class leader.” The question then became whether or not it would sell. As it turns out, the answer is yes.
CNBC reports that since the new Navigator went on sale last November, Lincoln has actually struggled to keep up with demand. Granted, U.S. sales have yet to top 1,500 per month, but full-size luxury SUVs sell in pretty limited numbers across the board. Plus, Navigator sales were up a whopping 97.5 percent year-over-year last month, jumping from 652 to 1,288.
“We could have sold a lot more in January if we had had them,” said Mark LaNeve, Lincoln’s head of marketing and sales.
When you break it down by trim level, Navigator sales actually look even more impressive. Base versions start at $73,250, but 84 percent of buyers choose either the Reserve or Black Label trim. The former costs $82,400, while the latter will run you $94,900 before options. That means that not only are Navigator sales up, most of those sales were loaded or nearly loaded models.
The Cadillac Escalade is currently the segment’s top seller, but as analyst Rebecca Lindland told CNBC, Cadillac had better watch out. “The previous Navigator was fine, but it was nothing like this. This is a really gorgeous truck,” she said. “Cadillac had owned that spot for years, and now Ford has come in and is a fierce competitor.”
From the sound of things, if Lincoln can find a way to increase production, the Navigator might do more than steal Escalade sales. In a few years, it might even be in a position to knock the Escalade off its sales throne.