Lincoln Navigator Sales Decrease 37 Percent During Q2 2020

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Lincoln Navigator sales decreased in the United States, Canada and Mexico during the second quarter of 2020.

Lincoln Navigator Sales - Q2 2020 - United States

In the United States, Lincoln Navigator deliveries totaled 2,749 units in Q2 2020, a decrease of about 37 percent compared to 4,387 units sold in Q2 2019.

In the first six months of the year, Navigator sales decreased about 26 percent to 6,575 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -37.34% 2,749 4,387 -25.76% 6,575 8,856

Lincoln Navigator Sales - Q2 2020 - Canada

In Canada, Lincoln Navigator deliveries totaled 191 units in Q2 2020, a decrease of about 58 percent compared to 455 units sold in Q2 2019.

In the first six months of the year, Navigator sales decreased about 49 percent to 424 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -58.02% 191 455 -48.98% 424 831

Lincoln Navigator Sales - Q2 2020 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 51 units in Q2 2020, a decrease of about 53 percent compared to 109 units sold in Q2 2019.

In the first six months of the year, Navigator sales decreased about 46 percent to 139 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -53.21% 51 109 -45.70% 139 256

Competitive Sales Comparison

The continued drop in Lincoln Navigator sales during the second quarter place the vehicle into third place in its competitive set, behind the Cadillac Escalade in first and the Infiniti QX80 in second. The Lexus LX took fourth (and last) place. While the Escalade came close to outselling the Navigator two-fold, the big Lincoln trailed the Infiniti by less than 1,000 units.

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From a segment share standpoint, the Escalade held 41 percent share, while the QX80 accounted for 30 percent. The Navigator accounted for 23 percent. The Lexus saw a 5 percent share.

Sales Numbers - Full-Size Luxury SUVs - Q2 2020 - USA

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 Q2 20 SHARE Q2 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
CADILLAC ESCALADE -47.68% 4,935 9,432 41% 48% -35.05% 10,555 16,251
INFINITI QX80 -24.55% 3,638 4,822 30% 24% -12.96% 9,236 10,611
LINCOLN NAVIGATOR -37.34% 2,749 4,387 23% 22% -25.76% 6,575 8,856
LEXUS LX -41.06% 645 1,095 5% 6% -21.44% 1,814 2,309
TOTAL -39.36% 11,967 19,736 -25.89% 28,180 38,027

It’s also worth noting that, at 37 percent, Lincoln Navigator sales posted one of the lowest declines in sales volume on a year-over-year basis. By comparison, Escalade sales fell 48 percent and the Lexus LX saw a 41 percent drop. Only the QX80 suffered a smaller decline than the Navigator, at 25 percent.

The full-size luxury SUV segment decreased nearly 40 percent to 11,967 units in Q2 2020.

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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 - Q2 2020 - USA

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 YTD 20 / YTD 19 YTD 20 YTD 19
MERCEDES-BENZ GLS-CLASS +35.78% 5,252 3,868 +17.68% 11,633 9,885
BMW X7 -38.58% 4,071 6,628 -1.83% 8,653 8,814
TOTAL -11.18% 9,323 10,496 +8.49% 20,286 18,699

The Ford Authority Take

The decrease in Lincoln Navigator sales during the second quarter is a bit disappointing. It’s also not great that Navigator sales continue to fall short to the Cadillac Escalade and Infiniti QX80. This circumstance took place during the fourth quarter of 2018, the first quarter of 2019, the second quarter of 2019, and again in the first quarter of 2020.

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We believe that the Navigator has the ability to at least return to second place in its segment, though gaining any noteworthy sales momentum will be a tough feat in the short-term, with repercussions caused by the COVID-19 pandemic as well as the all-new Cadillac Escalade on the horizon, which will launch in the second half of 2020. Something else to watch out for include sky-high incentives on the outgoing Cadillac Escalade.

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 Q2 2019
  • In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
  • Lincoln 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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