Ford Authority

Lincoln Navigator Sales Slip To Third Place In Segment During Q1 2020

Lincoln Navigator sales decreased in the United States and Mexico during the first quarter of 2020.

Lincoln Navigator Sales - Q1 2020 - United States

In the United States, Lincoln Navigator deliveries totaled 3,826 units in Q1 2020, a decrease of about 14 percent compared to 4,469 units sold in Q1 2019.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019
NAVIGATOR -14.39% 3,826 4,469

Lincoln Navigator Sales - Q1 2020 - Canada

In Canada, Lincoln Navigator deliveries totaled 233 units in Q1 2020.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019

Lincoln Navigator Sales - Q1 2020 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 88 units in Q1 2020, a decrease of about 40 percent compared to 147 units sold in Q1 2019.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019
NAVIGATOR -40.14% 88 147

Competitive Sales Comparison

The decrease in Lincoln Navigator sales during the first quarter is disappointing after the increase posted during the fourth quarter of 2019. The results place the Navigator into the third best-selling position in the segment, behind the Cadillac Escalade in first and the Infiniti QX80 in second (by a small margin).

The Escalade accounted for 5,620 deliveries and the QX80 accounted for 5,598 delivers – each holding 35 percent market share during the quarter. By comparison, Lincoln Navigator sales totaled 3,826 units for a 24 percent segment share. The Lexus LX accounted for just 846 deliveries – a 5 percent segment share.

Sales Numbers - Full-Size Luxury SUVs - Q1 2020 - USA

MODEL Q1 20 / Q1 19 Q1 20 Q1 19 Q1 20 SHARE Q1 19 SHARE
CADILLAC ESCALADE -17.58% 5,620 6,819 35% 37%
INFINITI QX80 -3.30% 5,598 5,789 35% 32%
LINCOLN NAVIGATOR -14.39% 3,826 4,469 24% 24%
LEXUS LX -30.31% 846 1,214 5% 7%
TOTAL -13.13% 15,890 18,291

More over, at 14 percent, Lincoln Navigator sales posted one of the lowest percentage decrease in the segment versus the 18 percent decrease in Escalade sales. The Lexus LX saw saw the largest decline with 30 percent while the QX80 only saw a 3 percent decrease.

The full-size luxury SUV segment decreased over 13 percent to 15,890 units in Q1 2020.

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 - Q1 2020 - USA

MODEL Q1 20 / Q1 19 Q1 20 Q1 19
MERCEDES-BENZ GLS-CLASS +6.05% 6,381 6,017
BMW X7 +109.61% 4,582 2,186
TOTAL +33.65% 10,963 8,203

The Ford Authority Take

Lincoln Navigator sales fell short of both the Cadillac Escalade and Infiniti QX80 in 2020. This circumstance was the case during the fourth quarter of 2018, the first quarter of 2019, and again in the second quarter of 2019. It’s not out of question that the Navigator can at least return to second place in its segment, though gaining any sales will be a tough feat with COVID-19 complications.

What’s more, we still believe that the vehicle has a very good shot at taking the number-one spot from Cadillac in the near future. In fact, recent Lincoln Navigator sales performance has prompted the FoMoCo 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.

Aside from an industry slow down due to the Coronavirus outbreak, setbacks to watch out for include sky-high incentives on the outgoing Cadillac Escalade. In addition, Cadillac has also recently revealed the all-new Cadillac Escalade. The model is scheduled to launch in the third quarter of 2020.

As such, we expect the Escalade to continue being a formidable rival to the 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 motivated 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 Q1 2019
  • In the United States, there were 76 selling days in Q1 2020 and 76 selling days in Q1 2019
  • Lincoln 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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  1. Mark L Bedel

    Bigger, more expensive than the other guy…how about an all wheel drive, luxury school bus that retails for $150,000? Bigger and more expensive than anyone else! Wouldn’t have to worry above handling or braking since this is much of a concern… 🙂

  2. Harry Risher

    Another stupid report—-The Title says Lincoln Navigator “SLIPS” to THIRD-Place in latest segment Sales!!——–IT WAS IN THIRD PLACE–So How can it “SLIP???”

    1. Reply
  3. Roy Chiles

    The biggest problem is Ford & Lincoln dealership don’t like to deal everything is written in concrete with them, it’s not a problem for them to let a customer walk off the lot instead of given a new vehicle a new home. Am a big Ford person but why do you think Limited Edition Mustangs & F150 sit on the lot so long? Am sure Lincoln New Car Desk Management feel the same way about the Navigator. Greed and Arrogance rule the market, if a person got the credit sell the dam vehicle you don’t have to Gouge every customers eyes out…


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