Ford Authority

Despite Jump, Lincoln Aviator Sales Near Bottom Of Segment During Q3 2020

Lincoln Aviator sales increased in the USA, Canada and Mexico during the third quarter of 2020, while also recording the first-ever Q3 deliveries in South Korea.

Lincoln Aviator Sales - Q3 2020 - United States

In the United States, Lincoln Aviator deliveries totaled 6,118 units in Q3 2020, an increase of about 222 percent compared to 1,899 units sold in Q3 2019.

In the first nine months of the year, Aviator sales increased about 732 percent to 15,800 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
AVIATOR +222.17% 6,118 1,899 +732.02% 15,800 1,899

Lincoln Aviator Sales - Q3 2020 - Canada

In Canada, Lincoln Aviator deliveries totaled 727 units in Q3 2020, an increase of about 613 percent compared to 102 units sold in Q3 2019.

In the first nine months of the year, Aviator sales increased about 1,318 percent to 1,446 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
AVIATOR +612.74% 727 102 +1,317.65% 1,446 102

Lincoln Aviator Sales - Q3 2020 - South Korea

In South Korea, Lincoln Aviator deliveries totaled 256 units in Q3 2020.

In the first nine months of the year, Aviator sales totaled 583 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
AVIATOR * 256 * * 583 0

Lincoln Aviator Sales - Q3 2020 - Mexico

In Mexico, Lincoln Aviator deliveries totaled 68 units in Q3 2020, an increase of about 2,167 percent compared to 3 units sold in Q3 2019.

In the first nine months of the year, Aviator sales increased about 2,250 percent to 188 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
AVIATOR +2,166.67% 68 3 +2,250.00% 188 8

Competitive Sales Comparison

U.S. Lincoln Aviator sales improved substantially during Q3 2020, posting a healthy triple-digit increase. However, it’s worth noting that the year-ago quarter (Q3 2019) represented the Aviator’s first quarter on sale, during which time availability and sales volume were limited.

According to Lincoln, the Aviator’s performance during Q3 enabled it to continue expanding its retail share on a rich mix of high-series Grand Touring and Black Label models, which comprised 15 percent of retail sales for the quarter. Aviator’s largest age demographic is between 35 to 44 years old, representing 22 percent of sales. Plus, Aviator expanded its retail share of the segment by an estimated 8 percentage points in Q3. Despite this overwhelmingly positive news, the Aviator did not fare so well when it comes to overall sales within its segment, with the three-row luxury crossover placing second-to-last in its competitive set.

The segment was led by the BMW X5 and X6 duo delivering a combined 14,825 sales and the Acura MDX in second with 14,579 sales. The Mercedes-Benz GLE-Class took third, followed by the Buick Enclave in fourth (see Buick Enclave sales) and the Volvo XC90 in fifth (see Volvo XC90 sales), followed by the Cadillac XT6 in sixth (see Cadillac XT6 sales) and Audi Q7 in seventh (see Audi Q7 sales). The Aviator followed in eighth place (see Lincoln Aviator sales) and the Infiniti QX60 took last.

Sales Numbers - Luxury E-Segment Utilities - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
BMW X5 +1.30% 12,830 12,665 16% 14% -13.64% 31,985 37,035
BMW X6 +767.39% 1,995 230 2% 0% +35.79% 4,447 3,275
ACURA MDX -0.12% 14,579 14,597 18% 16% -12.56% 32,553 37,231
MERCEDES-BENZ GLE-CLASS -30.10% 10,858 15,533 13% 18% -3.59% 32,160 33,358
BUICK ENCLAVE -25.14% 9,937 13,274 12% 15% -36.26% 26,142 41,013
VOLVO XC90 -2.68% 8,636 8,874 10% 10% -9.53% 22,535 24,909
CADILLAC XT6 +44.79% 6,249 4,316 8% 5% +252.03% 15,454 4,390
AUDI Q7 -27.98% 6,133 8,516 7% 10% -31.63% 16,783 24,549
LINCOLN AVIATOR +222.17% 6,118 1,899 7% 2% +732.02% 15,800 1,899
INFINITI QX60 -39.28% 5,334 8,785 6% 10% -44.64% 17,505 31,621
TOTAL -6.79% 82,669 88,689 -9.99% 215,364 239,280

BMW and Acura led the segment with 18 percent share each, followed by Mercedes-Benz with 13. Buick took 12 while Volvo took 10. Cadillac walked away with 8 percent, while Audi had 7 percent, tying with Lincoln. Infiniti trailed with 6 percent.

It’s worth noting that combining sales of the Buick Enclave and Cadillac XT6 gives GM 16,186 deliveries for a 20 percent share – enough to lead the segment in cumulative sales volume and share.

Sales Numbers - GM Luxury E-Segment Utilities - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
BUICK ENCLAVE -25.14% 9,937 13,274 61% 75% -36.26% 26,142 41,013
CADILLAC XT6 +44.79% 6,249 4,316 39% 25% +252.03% 15,454 4,390
TOTAL -7.98% 16,186 17,590 -8.38% 41,596 45,403

The premium/luxury three-row crossover segment (lux crossover E-segment) contracted nearly 7 percent to 82,669 units in Q3 2020.

For the sake of presenting a clearer picture of the competitive landscape, we are providing sales figures for the Lexus RX below. The RX is a premium midsize CUV that slots into the luxury utility D segment to compete with the Lincoln Nautilus. However, the Lexus is now offered in a three-row variant called RXL, which competes with the three-row luxury models mentioned above. Since Lexus does not break out sales of the two-row RX from the three-row RXL, not all RX sales can be applied to the premium three-row CUV segment. Instead, a more apt comparison would be to bundle Lincoln Nautilus and Aviator. We’re also including Cadillac XT5 and Cadillac XT6 sales, which are direct Nautilus and Aviator rivals, respectively.

Sales Numbers - Lexus RX & RXL - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 YTD 20 / YTD 19 YTD 20 YTD 19
XT5 -23.13% 9,467 12,315 -37.30% 24,273 38,711
XT6 +44.79% 6,249 4,316 +252.03% 15,454 4,390
RX +1.13% 28,425 28,109 -13.02% 66,251 76,170
AVIATOR +222.17% 6,118 1,899 +732.02% 15,800 1,899
NAUTILUS -27.52% 5,771 7,962 -33.07% 16,052 23,984
TOTAL +2.62% 56,030 54,601 -5.05% 137,830 145,154

The Ford Authority Take

The 6,118 Lincoln Aviator sales recorded in Q3 2020 represent an impressive growth rate on an annual basis, with equally impressive statistics. However, the performance wasn’t enough to enable the luxury three-row crossover to rise in the rankings in its competitive set.

We expect it to continue growing in terms of both sales volume and segment share in the coming quarters as a result of the following factors working in its favor:

  1. A very attractive product offering that’s a better, more modern, and more appealing than most (if not all) rivals.
  2. Increased consumer interest in and demand for luxury crossover utilities.
  3. 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 Q3 2019, unless noted otherwise
  • In the United States, there were 77 selling days in Q3 2019 and 76 selling days in Q3 2020

Ford Authority founder with a passion for global automotive business strategy.

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  1. Jorge Esquinca

    No surprise the Aviator is among the lasts when Lincoln decided to stop being a luxury car brand axing all its sedans. Not everyone like SUV´s or Crossorvers, is willing to buy one or even considers them as luxury vehicles. Lincoln with no sedans is way behind its competitors since at first place, it doesn´t give the image of a luxury car brand, but of a boring SUV & Crossover company. MB, Audi, Lexus, BMW, Cadillac, Volvo, Infiniti, Jaguar, Tesla, etc. have at least one sedan in their lineup and sell them succesfully. If Lincoln isn´t capable to do that, then Lincoln is not even close to be competitive against the brands it intents to compete.

  2. Roy Chile’s

    Lincoln Aviator needs to be the cash cow for the brand, sitting 2nd to last isn’t a good sign. After all the talk about how great SUV sales are and Nobody’s buying sedans anymore. Consider this Dodge sedans sales are higher than 6k a month even worst Ford Mustang sales are higher than 6k a month. Right now the Aviator is on track of doing the same thing the FWD Continental did, sale ok the 1st year than watch the numbers go down year after year. What will be the excuse for this Lincoln? Let me give you some great ADVICE LINCOLN -FORD pick a platform to build a Rear Wheel Drive Luxury Flagship Sedan with Suicide doors and get it to the market in 24 mouth. This isn’t Rock Science this is History repeating itself

  3. trailhiker

    They are on the right track, and it is an impessive vehicle.
    It is still new to the market and shares production space with Explorer, so getting the volume produced may be an issue. I am sure this is a very profitable vehicle for Lincoln.

  4. Smalls

    Lincoln has said they’re a “boutique” brand and are not expecting to sell in mass volume. The company is still shaking off the perception of being rebadged fords. The fact that they’ve been growing 5-10 % yoy for a while is encouraging. They’ll be fine, just need to get the new nautilus interior on the market and they’ll see higher growth

  5. Roy Chile’s

    I know a lot of impressive vehicle that didn’t sell very well, this Aviator is selling less than the 1st generation. Lincoln is neither Boutique or Quiet Luxury it’s turning into a over size Station Wagon Co. As far as Nautilus goes it might be killer off along with the Ford Edge, you care to guess which model it share it chassis with? Lincoln want be able to shake off the perception of being called rebadged Ford until they start building Unique Luxury Automobiles

  6. Katherine

    I love Lincoln and own 4 right now, all sedans. I would never buy a Lincoln SUV though. I couldn’t imagine going to Lowe’s in one. A spill would be devastating.
    Side note, I don’t understand why they can’t get it together, take a look up from their desks and see that there are so many sedans on the road that it is worthwhile to keep creating them. When it comes time for me to buy another new car I’m going to have to buy an Audi or something along the lines of that and I am not super happy about it.

  7. Chikidd24

    Jorge Stfu Lincoln just started selling these beautiful trucks give some time people will realize they are tops

  8. W

    This doesn’t surprise me one bit, especially considering the crappy treatment that my parents received from our local Lincoln dealer. They wanted to get a fully loaded Lincoln Aviator Black Label Grand Touring. This would’ve been the first time they spend over $100K on a vehicle. We put in a pre-order with the dealer late last summer.

    After that, the dealer never contacted us first. We always had to check in with them to get the status of the order. When we had questions about if there would be any help in terms of home charger recommendations or installations, we were told that the dealership didn’t know. And that was that. What? I mean, as the dealer, shouldn’t they contact Lincoln to find out?

    Anyways, eventually the order got delayed three separate times, and we were never told about the delays until we asked, and the the order got canceled. Eff Lincoln. My parents and I are never going near the brand again and we’re recommending to everyone we know to avoid Lincoln.

    1. Roy Chile’s

      That’s SAD you ordered a $100K Aviator No one could contact you, No one could give you answers to your questions, then the order was canceled. Heads need to roll or the dealership needs to close

      1. W

        Yeah, that’s how we felt too. We emailed the sales manager about the whole experience. No response.

        Not gonna lie, I feel kinda glad Aviator sales aren’t doing that well. I was the biggest champion of the Aviator before we placed the order; I was telling everyone that it was going to be awesome and that we were looking forward to ordering one, etc… Ugh, so embarrassing. Lincoln can suck it.

        1. Roy Chile’s

          Although there was no auto shows this year due to the COVID-19 pandemic. I’ve seen a Aviator in person on the road it’s a slick SUV but the rollout sucked and sound like the incompetence of the dealership it’s still a deal killer. Sorry to hear that every customer is supposed to be excited about a new purchase. Am staying away from Lincoln until they get there act together your is not the 1st horror story I’ve heard about the Aviator, this is why I can count on 1 hand how many I’ve seen on the street

          1. W

            Yes, I got to test drive one (Black Label, though non-Grand Touring, since those weren’t out yet) and I was very impressed! But yeah, the dealership experience was just terrible from beginning to end. You would think that for a $100,000+ vehicle, they could at least pretend to care. SMH.

            And yup, I’ve seen only two on the road around where I live. I see more Rolls Royce and Bentley vehicles than Lincolns. Oh well, Lincoln has no one to blame but themselves.

  9. Fletch

    I have been looking at several suvs in this segment. My biggest issue with the aviator is the lack of lease support from Lincoln. They would sell a lot more if they subsidised their leases. Residual is just ok and interest rate is way too high.

  10. Roy Chile’s



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