Ford Authority

Lincoln Navigator Sales Increase 10 Percent In Q1 2019

Lincoln Navigator sales increased in the United States and decreased in Mexico during the first quarter of 2019.

Lincoln Navigator Sales - Q1 2019 - United States

In the United States, Lincoln Navigator deliveries totaled 4,469 units in Q1 2019, an increase of about 10 percent compared to 4,062 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
NAVIGATOR +10.02% 4,469 4,062

Lincoln Navigator Sales - Q1 2019 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 147 units in Q1 2019, a decrease of about 24 percent compared to 194 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
NAVIGATOR -24.23% 147 194

Competitive Sales Comparison

The increase in Lincoln Navigator sales during the first quarter is certainly impressive. But despite the notable increase, the new, fourth-generation Navigator still fell short to the reigning king of the full-size luxury SUV space – the Cadillac Escalade.

The Escalade remained the best-selling model in its segment by a fairly wide margin during Q1, outselling the Navigator, Infiniti QX80, and Lexus LX. In fact, Escalade accounted for 37 percent segment share during the quarter with 6,819 deliveries compared to 32 percent and 5,789 deliveries for the Infiniti QX80. The Navigator’s 4,469 units sold gives it a 24 percent segment share, putting it squarely in third place in its competitive set. The Lexus LX accounted for 1,214 deliveries and a 7 percent segment share.

Sales Numbers - Full-Size Luxury SUVs - Q1 2019 - USA

MODEL Q1 19 / Q1 18 Q1 19 Q1 18 Q1 19 SHARE Q1 18 SHARE
CADILLAC ESCALADE +35.43% 6,819 5,035 37% 26%
CADILLAC ESCALADE ESV -100.00% 0 3,076 0% 16%
INFINITI QX80 +3.39% 5,789 5,599 32% 29%
LINCOLN NAVIGATOR +10.02% 4,469 4,062 24% 21%
LEXUS LX -4.93% 1,214 1,277 7% 7%
TOTAL -3.98% 18,291 19,049

However, at 35 percent year-over-year growth, the Lincoln Navigator posted the highest percentage increase in the segment. The Infiniti QX80 had the second-highest growth rate of 3.4 percent, while the Escalade posted a 16 percent decrease in sales (don’t pay much attention to the chart above, as it breaks out Escalade sales by body style for Q1 2018, but doesn’t do so for Q1 2019). Meanwhile, the Lexus LX saw sales decrease nearly 5 percent.

Cumulative sales of the full-size luxury SUV segment decreased 4 percent to 18,291 units in Q1 2019.

Below, we’ve included sales figures for full-size luxury crossovers for reference. Though they differ mechanically from “true” body-on-frame SUVs by having a unibody construction, they are typically cross-shopped and considered as alternatives to the full-size SUVs. Currently, the only luxury automakers with full-size luxury crossovers are the Mercedes-Benz GLS-Class and BMW X7, though Audi is rumored to follow suit with a future Q9.

Sales Numbers - Full-Size Luxury SUVs - Q1 2019 - USA

MODEL Q1 19 / Q1 18 Q1 19 Q1 18
MERCEDES-BENZ GLS-CLASS +9.48% 6,017 5,496
BMW X7 * 2,186 *
TOTAL +49.25% 8,203 5,496

The Ford Authority Take

Despite being outsold by the Cadillac Escalade and Infiniti QX80 during the fourth quarter of 2018 and now the first quarter of 2019, the future appears to be quite bright for the Lincoln Navigator – as the model continues to post the strongest growth rates in its segment. In fact, Lincoln Navigator sales performance has prompted the Ford Motor Company to have increased production capacity of the all-new model. We imagine this trend will continue as the new Navigator continues to win over conquest customers in the highly competitive segment.

Things to watch out for include an all-new Cadillac Escalade for the 2020 model year, as well as higher incentives on the current Escalade. As such, we expect the Escalade to continue being a formidable rival to the new Navigator, with the two big utilities battling it out in what is believed to be the most lucrative segment in the luxury car space. Infiniti also poses a threat, but one that is moved via large discounts and fleet purchases, rather than demand at the retail level.

About The Numbers

  • All percent change figures compared to Lincoln Navigator Q1 2018 sales
  • In the United States, there were 76 selling days in Q1 2019 and 76 selling days in Q1 2018
  • Navigator sales include regular-wheelbase Navigator and extended-length Navigator L

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance. Frank's a real jokester, too.

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