Lincoln Navigator Sales Place Second In Segment During Q3 2020

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

Lincoln Navigator Sales - Q3 2020 - United States

In the United States, Lincoln Navigator deliveries totaled 3,635 units in Q3 2020, a decrease of about 16 percent compared to 4,345 units sold in Q3 2019.

In the first nine months of the year, Navigator sales decreased about 23 percent to 10,210 units.

Lincoln Navigator Sales - Q3 2020 - Canada

In Canada, Lincoln Navigator deliveries totaled 437 units in Q3 2020, a decrease of about 13 percent compared to 504 units sold in Q3 2019.

In the first nine months of the year, Navigator sales decreased about 36 percent to 861 units.

Lincoln Navigator Sales - Q3 2020 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 68 units in Q3 2020, a decrease of about 30 percent compared to 97 units sold in Q3 2019.

In the first nine months of the year, Navigator sales decreased about 41 percent to 207 units.

Competitive Sales Comparison

Despite the continued drop in Lincoln Navigator sales during the third quarter, the full-size luxury SUV moved into second place in its competitive set, behind the Cadillac Escalade in first. The Infiniti QX80 came in third and the Lexus LX took fourth (and last) place. It’s worth noting that the Navigator fell short of the Escalade by less than 1,000 units this quarter, closing the gap with its primary rival, while overtaking Infiniti.

From a segment share standpoint, the Escalade held a 43 percent share, while the Navigator accounted for 34 percent. The QX80 took 20 percent and the Lexus saw a mere 3 percent share.

Sales Numbers - Full-Size Luxury SUVs - Q3 2020 - USA

It’s also worth noting that, at 16 percent, Lincoln Navigator sales posted the lowest declines in sales volume on a year-over-year basis. By comparison, Escalade sales fell 56 percent and the QX80 suffered a 43 percent decline. The Lexus LX, meanwhile, saw an increase of less than 1 percent.

The full-size luxury SUV segment contracted 41.52 percent to 11,255 units in Q3 2020, meaning the Navigator outperformed the segment average.

---

For reference, we’ve included sales figures for full-size luxury crossovers below. 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 mentioned above. 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 - Q3 2020 - USA

The Ford Authority Take

The decrease in Lincoln Navigator sales during the third quarter follows a decline in the second quarter of 2020. Both are to be expected given current economic circumstances brought about by the COVID-19 pandemic. That said, the Navigator has finally displaced the Infiniti QX80 as the segment second-best-selling model.

Additionally, the Navigator has managed to close the gap considerably on the Cadillac Escalade. However, this was caused by GM executing a generational change-over of the Escalade, which has annihilated inventory of the vehicle. With the all-new Cadillac Escalade launch now underway, it’s highly likely that the gap between Escalade and Navigator sales will begin to increase in Q4 2020 and throughout the 2021 calendar year.

And while the Navigator has shown it has the ability to gain second place in the segment, keeping that spot protected from Infiniti will be an uphill battle in light of large incentives and aggressive fleet sales by the Japanese luxury brand.

About The Numbers

• All percent change figures compared to Lincoln Navigator sales in Q3 2019
• In the United States, there were 77 selling days in Q3 2020 and 76 selling days in Q3 2019
• Lincoln Navigator sales include regular-wheelbase Navigator and extended-length Navigator L