Lincoln Navigator Sales Increase 15 Percent In Q4 2019

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

Lincoln Navigator Sales - Q4 2019 - United States

In the United States, Lincoln Navigator deliveries totaled 5,455 units in Q4 2019, an increase of about 15 percent compared to 4,754 units sold in Q4 2018.

During the complete 2019 calendar year, Navigator sales increased about 5 percent to 18,656 units.

Lincoln Navigator Sales - Q4 2019 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 124 units in Q4 2019, a decrease of about 27 percent compared to 169 units sold in Q4 2018.

During the complete 2019 calendar year, Navigator sales decreased about 21 percent to 477 units.

Competitive Sales Comparison

The increase in Lincoln Navigator sales during the fourth quarter is very welcome news. The results have the Navigator solidifying its second best-seller position in the segment, behind the Cadillac Escalade, which remained the segment’s best-selling model by a wide margin during the third quarter, almost outselling all three of its competitors – the Navigator, Infiniti QX80, and Lexus LX – combined.

The Escalade accounted for 8,889 deliveries – a whopping 43 percent share during the quarter. By comparison, Lincoln Navigator sales totaled 5,455 units for a 26 percent segment share, while the Infiniti QX80 accounted for 4,910 deliveries – a 24 percent share. The Lexus LX accounted for just 1,385 deliveries – a 7 percent segment share.

Sales Numbers - Full-Size Luxury SUVs - Q4 2019 - USA

Lincoln Navigator sales posted the second-highest percentage increase in the segment at 15 percent during Q4 2019 versus the 7 percent decrease in Escalade sales. As such, the Navi managed to increase its segment share by 4 percent while the Escalade’s share contracted by 2 percent.

Cumulative sales of the full-size luxury SUV segment decreased nearly 2.5 percent to 20,639 units in Q4 2019.

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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 be working on a Q9 that will compete in this segment.

Sales Numbers - Full-Size Luxury CUVs - Q4 2019 - USA

The Ford Authority Take

Previously, Lincoln Navigator sales fell short to both the Cadillac Escalade and Infiniti QX80. This was the case during the fourth quarter of 2018, the first quarter of 2019, and again in the second quarter of 2019. That said, the Navigator’s ability to ascend to second place in its competitive set during second quarter, and maintain that position in the third and quarters, is very welcome news.

What’s more, 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, recent Lincoln Navigator sales performance has prompted the Ford Motor Company to increase production capacity of the all-new model at the Ford Louisville plant in Kentucky. This trend should continue into the future as the new Navigator conquests new buyers in this highly-competitive segment.

Things to watch out for include sky-high incentives on the outgoing Cadillac Escalade. FoMoCo’s cross-town rival, GM, is also readying to launch the all-new Cadillac Escalade. The vehicle was initially expected for the 2020 model year, but will now launch as a 2021 model toward the end of the second quarter of 2020.

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 vehicle space. Infiniti also poses a threat, but its sales are moved more by large discounts and fleet purchases rather than retail sales, which are more profitable and represent a more accurate barometer of market behavior.

About The Numbers

• All percent change figures compared to Lincoln Navigator sales in Q4 2018
• In the United States, there were 76 selling days in Q4 2019 and 77 selling days in Q4 2018
• Lincoln Navigator sales include regular-wheelbase Navigator and extended-length Navigator L