Lincoln Navigator Sales Decrease 13 Percent In Q2 2019

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

Lincoln Navigator Sales - Q2 2019 - United States

In the United States, Lincoln Navigator deliveries totaled 4,387 units in Q2 2019, a decrease of about 13 percent compared to 5,053 units sold in Q2 2018.

In the first six months of the year, Navigator sales decreased about 3 percent to 8,856 units.
MODEL Q2 2019 / Q2 2018 Q2 2019 Q2 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
NAVIGATOR -13.18% 4,387 5,053 -2.84% 8,856 9,115

Lincoln Navigator Sales - Q2 2019 - Canada

In Canada, Lincoln Navigator deliveries totaled 455 units in Q2 2019, an increase of about 321 percent compared to 108 units sold in Q2 2018.

In the first six months of the year, Navigator sales totaled 831 units.
MODEL Q2 2019 / Q2 2018 Q2 2019 Q2 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
NAVIGATOR +321.30% 455 108 * 831 0

Lincoln Navigator Sales - Q2 2019 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 109 units in Q2 2019, a decrease of about 20 percent compared to 137 units sold in Q2 2018.

In the first six months of the year, Navigator sales decreased about 23 percent to 256 units.
MODEL Q2 2019 / Q2 2018 Q2 2019 Q2 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
NAVIGATOR -20.44% 109 137 -22.66% 256 331

Competitive Sales Comparison

The decrease in Lincoln Navigator sales during the second quarter is troubling, especially given that the nameplate had such an impressive first quarter. The results have the Navigator falling short to the reigning king of the full-size luxury SUV space – the Cadillac Escalade – yet again, while also being outsold by the Infiniti QX80.

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Indeed, when ranked by cumulative sales volume, the Navigator took third place in its competitive set. The Cadillac Escalade remained the best-selling model in its segment by a wide margin during the second quarter, almost outselling the Navigator, Infiniti QX80, and Lexus LX combined. In fact, the Escalade accounted for a 9,432 deliveries – a whopping 48 percent share of the second during the quarter.

By comparison, the Infiniti QX80 accounted for 4,822 deliveries – a 24 percent share, while Lincoln Navigator sales totaled 4,387 units, a 22 percent segment share. The Lexus LX accounted for just 1,095 deliveries – a 6 percent segment share.

Sales Numbers - Full-Size Luxury SUVs - Q2 2019 - USA

MODEL Q2 19 / Q2 18 Q2 19 Q2 18 Q2 19 SHARE Q2 18 SHARE YTD 19 / YTD 18 YTD 19 YTD 18
CADILLAC ESCALADE -2.31% 9,432 9,655 48% 50% -8.53% 16,251 17,766
INFINITI QX80 +44.24% 4,822 3,343 24% 17% +18.66% 10,611 8,942
LINCOLN NAVIGATOR -13.18% 4,387 5,053 22% 26% -2.84% 8,856 9,115
LEXUS LX -16.09% 1,095 1,305 6% 7% -10.57% 2,309 2,582
TOTAL +1.96% 19,736 19,356 -0.98% 38,027 38,405

With year-over-year sales dwindling 13 percent, Lincoln Navigator sales posted the second-highest percentage decrease in the segment. Meanwhile, the Cadillac Escalade saw sales drop 2 percent, while the Lexus LX saw sales decrease nearly 17 percent. Hence, the Infiniti QX80 was the only model in its segment to post an uptick in sales volume.

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Cumulative sales of the full-size luxury SUV segment decreased 2 percent to 19,736 units in Q2 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 CUVs - Q2 2019 - USA

MODEL Q2 19 / Q2 18 Q2 19 Q2 18 YTD 19 / YTD 18 YTD 19 YTD 18
MERCEDES-BENZ GLS-CLASS -17.75% 3,868 4,703 -3.08% 9,885 10,199
BMW X7 * 6,628 * * 8,814 0
TOTAL +123.18% 10,496 4,703 +83.34% 18,699 10,199

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The Ford Authority Take

Despite Lincoln Navigator sales falling short to the Cadillac Escalade and Infiniti QX80 during the fourth quarter of 2018, the first quarter of 2019, and now in the second quarter, we still believe that the vehicle has a very good shot at taking the number-one spot from the Cadillac in the near future. In fact, Lincoln Navigator sales performance has prompted the Ford Motor Company to increase production capacity of the all-new model at the Louisville plant in Kentucky. This trend can very well continue into the future as the new Navigator conquests new buyers in the highly competitive segment – a difficult and painstaking process that is very rewarding in the long run.

Things to watch out for include sky-high incentives on the current Cadillac Escalade. FoMoCo’s cross-town rival, GM, is also working on an all-new Cadillac Escalade. The vehicle was initially expected for the 2020 model year, but will now launch as a 2021 model instead.

As such, we expect the Escalade to continue being a formidable rival to the new Navigator, with the two large luxury utilities battling it out in what is believed to be the most lucrative segment in the luxury vehicles space. Infiniti also poses a threat, but its sales are moved more by large discounts and fleet purchases, rather than true retail demand.

About The Numbers

  • All percent change figures compared to Lincoln Navigator sales in Q2 2018
  • In the United States, there were 77 selling days in Q2 2019 and 77 selling days in Q2 2018
  • Navigator sales include regular-wheelbase Navigator and extended-length Navigator L
Lincoln Navigator Photos
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Written by Francisco Cruz

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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Leave a Reply
    • That’s great, but it’s a small gain at the most opportunity time for the Navigator. Those figures need to be moving up at around 15%… since now is the chance to grab market share by the boatload. The rival Cadillac product is weak and is living off incentives. This window will remain until about Q2 of 2020… after that, things will get tougher for the ‘gator.

  1. I’m guessing this decrease is due to people holding off to get the Aviator Grand Touring, which costs the same as a Navigator but gets significantly more power and around 60 MPG combined if you plug it in.

  2. I suspect the Aviator is going to put a sizeable dent in the “big” suv /cuv market even though its not really a part of the market… Hyundai was wise to get there Teluride “or whatever it’s called” and KIA equivalent out before the Explorer gets out the gates.

  3. As Ford employee and loyal owner of Ford products I recently had an opportunity to drive a 2018 Navigator for a week in February while in Minnesota. My husband whose father retired from GM thought the Cadillac Escalade would out shine the Lincoln but, after we returned home to Memphis we test drove an Escalade and he thought differently after that. I challenge all Cadillac Escalade fans to do the same. Don’t believe the hype!! We will we will rock you!!

    • The navigator is a great SUV, but needs to borrow the Aviator’s Grand touring option. 500 hp & 630 lb/ft, with a hybrid would have even more buyers lining up to buy it and be a first for the full size SUV segment. The current navigator is outclassed in HP and Torque by the top of the line Aviator, at 450 HP and 510 lb/ft.

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