Lincoln Aviator sales recorded their first-ever second quarter deliveries in the U.S., Canada, Mexico, and South Korea.
- Note: we’ve learned that the 5 units delivered in Mexico in Q2 2019 were not actual sales, but were prototypes registered by FoMoCo for development purposes.
Lincoln Aviator Sales - Q2 2020 - United States
In the United States, Lincoln Aviator deliveries totaled 4,016 units in Q2 2020.In the first six months of the year, Aviator sales totaled 9,682 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| AVIATOR | * | 4,016 | * | * | 9,682 | 0 |
Lincoln Aviator Sales - Q2 2020 - Canada
In Canada, Lincoln Aviator deliveries totaled 367 units in Q2 2020.In the first six months of the year, Aviator sales totaled 719 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| AVIATOR | * | 367 | 0 | * | 719 | 0 |
Lincoln Aviator Sales - Q2 2020 - South Korea
In South Korea, Lincoln Aviator deliveries totaled 194 units in Q2 2020.In the first six months of the year, Aviator sales totaled 327 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| AVIATOR | * | 194 | * | * | 327 | 0 |
Lincoln Aviator Sales - Q2 2020 - Mexico
In Mexico, Lincoln Aviator deliveries totaled 59 units in Q2 2020, an increase of about 1,080 percent compared to 5 units sold in Q2 2019.In the first six months of the year, Aviator sales increased about 2,300 percent to 120 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| AVIATOR | +1,080.00% | 59 | 5 | +2,300.00% | 120 | 5 |
Competitive Sales Comparison
Lincoln Aviator sales performance places the three-row luxury crossover in ninth place out of ten rivals in its segment. The pack was led by the BMW X5 and X6 duo delivering a combined 9,718 sales and the Mercedes-Benz GLE-Class (comprised of the GLE-Class and GLE-Class Coupe) with 9,500 deliveries, only 218 units less than the BMW. Third place went to the Acura MDX, followed by the Volvo XC90 in fourth, Buick Enclave in fifth, Audi Q7 in sixth, the all-new Cadillac XT6 in seventh, and the Lexus GX in eighth. The GX was followed by the Aviator, which in turn was followed by the Infiniti QX60.
Sales Numbers - Luxury E-Segment Crossovers - Q2 2020 - United States
| MODEL | Q2 20 / Q2 19 | Q2 20 | Q2 19 | Q2 20 SHARE | Q2 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| BMW X5 | -31.63% | 8,517 | 12,458 | 13% | 15% | -21.40% | 19,155 | 24,370 |
| BMW X6 | +27.09% | 1,201 | 945 | 2% | 1% | -19.47% | 2,452 | 3,045 |
| MERCEDES-BENZ GLE-CLASS | -15.86% | 9,500 | 11,291 | 15% | 13% | +19.52% | 21,305 | 17,826 |
| ACURA MDX | -23.78% | 9,033 | 11,851 | 14% | 14% | -20.59% | 17,974 | 22,634 |
| VOLVO XC90 | -16.68% | 7,812 | 9,376 | 12% | 11% | -13.32% | 13,899 | 16,035 |
| BUICK ENCLAVE | -50.83% | 7,453 | 15,159 | 11% | 18% | -41.58% | 16,205 | 27,739 |
| AUDI Q7 | -50.45% | 4,418 | 8,916 | 7% | 10% | -33.57% | 10,650 | 16,033 |
| CADILLAC XT6 | +5,481.68% | 4,131 | 74 | 6% | 0% | +12,339.19% | 9,205 | 74 |
| LEXUS GX | +11.76% | 6,194 | 5,542 | 9% | 6% | +3.14% | 11,316 | 10,971 |
| LINCOLN AVIATOR | * | 4,016 | * | 6% | 0% | * | 9,682 | 0 |
| INFINITI QX60 | -68.92% | 3,110 | 10,006 | 5% | 12% | -46.70% | 12,171 | 22,836 |
| TOTAL | -23.63% | 65,385 | 85,618 | -10.86% | 144,014 | 161,563 |
From a segment share standpoint, the Aviator took 6 percent, which is less than half of the 15 percent commanded by offerings from BMW and Mercedes-Benz. The Acura MDX had 14 percent, while the Volvo XC90 and Buick Enclave had 12 percent each. The Audi Q7, Cadillac XT6 and Lexus GX held 7 percent each.
It’s worth noting that combining the segment’s two offerings – the Buick Enclave and Cadillac XT6 – from Ford’s cross-town rival, General Motors, results in 11,584 deliveries for a 19 percent share of the segment.
Another data point worth noting is that Aviator saw a 10 percent retail share of the large premium SUV segment during Q2 2020.
The midsize-plus, three-row luxury SUV segment (lux SUV E-segment) contracted 26 percent to 63,320 units during the second quarter of 2020.
Despite the fact that one Lexus RX model variant competes in the same general segment as the Lincoln Aviator, we did not include sales of the Lexus RX in the above comparison above. That’s because Lexus does not split out sales of the two-row RX, which is a rival to the Lincoln Nautilus, from the three-row RXL, which is a rival to the Aviator. As such, we’re including a direct comparison between the RX and the Nautilus and Aviator below. We’re also throwing in Cadillac’s rivals to the the Nautilus and Aviator – the XT5 and XT6, respectively.
Sales Numbers - Lexus RX vs. Aviator & Nautillus - Q2 2020 - United States
| MODEL | Q2 20 / Q2 19 | Q2 20 | Q2 19 | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|
| LEXUS RX | -34.92% | 15,966 | 24,532 | -23.40% | 36,813 | 48,061 |
| LEXUS GX | +11.76% | 6,194 | 5,542 | +3.14% | 11,316 | 10,971 |
| CADILLAC XT5 | -55.92% | 5,783 | 13,118 | -43.91% | 14,806 | 26,396 |
| CADILLAC XT6 | +5,481.68% | 4,131 | 74 | +12,339.19% | 9,205 | 74 |
| LINCOLN AVIATOR | * | 4,016 | * | * | 9,682 | 0 |
| LINCOLN NAUTILUS | -38.49% | 5,036 | 8,187 | -35.83% | 10,281 | 16,022 |
| TOTAL | -20.07% | 41,126 | 51,453 | -9.28% | 92,103 | 101,524 |
We’ve also included the Lexus GX, since it’s also a three-row model. However, the GX is built on a body-on-frame platform as opposed to using unibody construction, like all other rivals. Lexus has direct overlap in its lineup between the three-row RXL and the three-row GX.
The Ford Authority Take
The 4,016 Lincoln Aviator sales recorded in Q2 2020 represent the luxury crossover’s third-best quarterly sales performance since launching in the U.S. market, following:
- 5,666 units delivered during Q1 2020
- 6,424 units delivered during Q4 2019
- 1,899 deliveries recorded during Q3 2019
- This was the Aviator’s initial launch quarter, during which time deliveries were limited by less-than-optimal inventory
Still, the Aviator was able to deliver solid Q2 2020 sales performance, despite various macro complications brought about by the ongoing COVID-19 pandemic, which forced Ford Motor Company (as well as all other automakers) to halt all vehicle production across the Americas, Europe, and China. As a result, we posit that the Q2 2020 figures would have been even higher had it not been for COVID-19.
Despite setbacks caused by the pandemic, we expect Aviator sales to continue increasing as a result of the following factors working its favor:
- A very attractive product offering that’s a better, more modern, and more appealing than most (if not all) rivals.
- Increased consumer interest in and demand for luxury crossover utilities.
- A stronger, more attractive Lincoln brand, resulting in higher interest in and demand for the brand’s products.
About The Numbers
- All percent change figures compared to Lincoln Aviator sales for Q2 2019, unless noted otherwise
- In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
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