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Lincoln Navigator Sales Place Second In Segment During Q3 2020

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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.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -16.34% 3,635 4,345 -22.66% 10,210 13,201

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.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -13.29% 437 504 -35.51% 861 1,335

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.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
NAVIGATOR -29.90% 68 97 -41.36% 207 353

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.

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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

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
CADILLAC ESCALADE -55.87% 4,538 10,284 40% 53% -43.12% 15,093 26,535
LINCOLN NAVIGATOR -16.34% 3,635 4,345 32% 23% -22.66% 10,210 13,201
INFINITI QX80 -42.73% 2,057 3,592 18% 19% -20.49% 11,293 14,203
LEXUS LX +0.10% 1,025 1,024 9% 5% -13.71% 2,876 3,333
TOTAL -41.52% 11,255 19,245 -31.08% 39,472 57,272

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.

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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

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 YTD 20 / YTD 19 YTD 20 YTD 19
MERCEDES-BENZ GLS-CLASS +38.98% 5,295 3,810 +23.60% 16,928 13,696
BMW X7 -1.17% 4,882 4,940 -1.59% 13,535 13,754
TOTAL +16.31% 10,177 8,750 +10.98% 30,463 27,450

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.

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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
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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  1. Lincoln need to be #1 with the Navigator and Aviator class if it’s going to be a SUV Company. It’s time for a facelift I hope it looks Amazing, bolder grill, sexy head and tail lamps, new wheel design, dual pipes and hybrid model

  2. If the Navigator went with the gull wing doors and “perfect position seats” in the second row like on the concept, I guarantee the Escalade would hardly be a concern and would be #1 and we could really see innovation kick off from both brands

    • In my opinion not enough effort is put into developing specific tow package options and promoting these vehicles for towing of sailboats, powerboats and the like. They are already great tow vehicles and used by many of us in lieu of an F150 or SuperDuty because of its superior interior and driving characteristics when not towing. The easily accessed and dry, secure storage it offers is superior to any pickup configuration including adding a cap to the pickup bed. Much superior to the pickup alternative in many ways.

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