Ford Authority

Dealer Letter Shows Lincoln Navigator Price Is Increasing Again

A letter sent to dealers has surfaced that shows pricing on the popular Lincoln Navigator will increase this month. The price increase isn’t particularly significant, with a gain of up to $365. While that doesn’t sound like much of a price increase, it’s worth noting the Navigator is now priced higher than ever before.

As of February 17, pricing on the 2020 Navigator starts at $77,480 after the destination fee is added. Buyers looking for the Navigator L Black Label will pay $101,630 with the destination charge. That high-end version is the one with the price up by $365. Lincoln has pushed prices for the Navigator up significantly in recent years, and despite the price increases, the full-size SUV is more popular than ever.

The significant price gains came with the current generation Navigator introduction back in 2018. When the current-generation Navigator bowed in, Lincoln raised its price by $8500 compared to the outgoing generation. The price was hiked up another $600 before a year had passed since the Navigator’s introduction. In 2019, prices again went up by as much as $3500 for some models. When 2020 rolled around, Lincoln crammed more standard equipment into the Navigator but again raised prices to the tune of $2620.

It’s also worth noting that those cross-shopping Lincoln and Cadillac vehicles will be able to get a Cadillac Escalade in its highest-level trim for about $2000 less than the Navigator L Black Label. Another interesting factoid about the full-size SUV market is that as Lincoln is increasing prices, Cadillac has been cutting prices on its Escalade. Top-of-the-line models have seen prices decline by up to $2000. Lincoln does often offer some significant discounts and impressive financing offers for the Navigator. Last month the vehicle was $2000 off, or buyers could choose zero-percent financing.

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Source: Carsdirect

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

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  1. Roy Chiles

    Lincoln has done a great 👍🏽 job redoing the 2018-20 model Navigator and 2020 Aviator Am happy for them keep up the great work. My only fear is Lincoln is now only focused on the SUV market and might drop all the cars in favor of it, which will be a major mistake for the Lincoln Company as a whole. 2021 Continental Coach door models for only that what people want until it can be moved to the Aviator chassis, rename MKZ Zephyr give it a unique front end to go along with that unique rear end. The car market is not dead just the thinking of those who think everybody wants a SVU, build a cool car people will buy it just look how fast the Continental coach door sold out I’ve never seen 1 of the 100 built in person


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