Ford Authority

Lincoln Navigator Success Was No Suprise

Ford is closing factories and laying off workers globally as it aims to turn around sagging profits outside of the United States. The automaker once almost axed the Lincoln brand, but the luxury automaker survived to see its 101st birthday last August. Lincoln has been working hard to launch new vehicles that people around the world want to own, and so far, it has done very well. Lincoln’s success has been led by Joy Falotico, President of Lincoln and the head of marketing for Ford.

One very bright spot for Lincoln in 2018 was the redesigned Lincoln Navigator SUV. While some might have been surprised that the expensive SUV did so well, Lincoln was not. The redesigned Navigator saw sales increase by 43 percent in Q4 2018 with demand so high that Ford added 550 new jobs to build the Lincoln Navigator and its clone – the Ford Expedition.

Falotico says that she is very proud of the “momentum” that the Lincoln band has built. The executive says that Lincoln knew it had a winner with the SUV when it launched last year in New York. She says that the vehicle turned out “beautiful” and that the team at Lincoln did a great job. Lincoln has benefitted from the shift of buyers in the U.S. away from cars and towards SUVs, as it has a full line of all-new SUVs from the new Corsair entry-level to the new Nautilus, Aviator, and the Navigator.

Lincoln offers something at most price points to serve a range of buyers. Falotico also reiterated that Lincoln plans to electrify its line up noting that the hybrid version of the Aviator is at dealers now. She also noted that Lincoln plans to make a fully electric vehicle. She declined to go into any details about that stating it was “too early” to talk about the EV but promised it was coming.

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Source: Business Insider

Shane is a car guy with a fondness for Mustangs and off-roading.

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