Ford Motor Company is raising prices for the 2019 Lincoln Navigator luxury SUV by up to $3,500 over 2018 MSRPs, CarsDirect reports, pushing its biggest, top-of-the-line model past $100k to start. It’s a sensible move on Ford’s part, assuming sales continue to prove robust; early on after the all-new Lincoln Navigator launched for 2018, Ford literally couldn’t produce the SUV fast enough to keep up with demand. The automaker raised MSRPs once already back in June, tacking up to an extra $600 onto the sales price, depending on model.
For 2019, the base-level Lincoln Navigator will see its starting price rise by $650 to $74,500 before destination, while the Select model will add $1,000 to its starting MSRP, resulting in a $78,850 starting price. But those price increases are relatively modest compared to the second-from-the-top 2019 Lincoln Navigator Reserve, which will receive a price hike of $3,500, resulting in an $86,500 starting price.
Then again, CarsDirect notes, much of the price increase can be attributed to the Technology Package, which is currently available as a $2,640 option, but will be made standard for 2019. The package includes such high-tech amenities as automatic emergency braking, lane-departure warning, adaptive cruise control, and Active Park Assist. Remove that package’s value from the price increase and you’re looking at a more reasonable $860 price increase.
At the high end of the model range is the 2019 Lincoln Navigator Black Label, which will start at $97,690 before destination, representing a $2,190 price increase. Part of that sum pays for 30-way power adjustable seats – currently a $1,250 option, but soon to be standard – while the rest ($940) is pure profit. Opting for the long-wheelbase Lincoln Navigator “L” tacks an additional $3,200 onto the purchase price, regardless of trim level, so that at the very top end of the range, a 2019 Lincoln Navigator L Black Label will start at $100,890. That makes it the first Lincoln ever to start above $100k.