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Lincoln Navigator Sales Place Second In Segment During Q3 2021

By Francisco Cruz

December 1, 2021 6:19 pm

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Lincoln Navigator sales decreased in the United States, Canada, and Mexico during the third quarter of 2021.

Lincoln Navigator Sales - Q3 2021 - United States

In the United States, Lincoln Navigator deliveries totaled 3,019 units in Q3 2021, a decrease of about 17 percent compared to 3,635 units sold in Q3 2020.

In the first nine months of the year, Navigator sales increased about 20 percent to 12,247 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
NAVIGATOR -16.95% 3,019 3,635 +19.95% 12,247 10,210

Lincoln Navigator Sales - Q3 2021 - Canada

In Canada, Lincoln Navigator deliveries totaled 343 units in Q3 2021, a decrease of about 22 percent compared to 437 units sold in Q3 2020.

In the first nine months of the year, Navigator sales increased about 14 percent to 984 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
NAVIGATOR -21.51% 343 437 +14.29% 984 861

Lincoln Navigator Sales - Q3 2021 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 45 units in Q3 2021, a decrease of about 34 percent compared to 68 units sold in Q3 2020.

In the first nine months of the year, Navigator sales decreased about 19 percent to 168 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
NAVIGATOR -33.82% 45 68 -18.84% 168 207

Competitive Sales Comparison (USA)

Lincoln Navigator sales fell 17 percent during the third quarter of 2021, keeping the full-size luxury SUV in second place in its competitive set, behind the Cadillac Escalade. The Infiniti QX80 came in third and the Lexus LX took fourth (and last) place.

The Escalade outsold the Navigator more than three-fold (by 7,106 units) during Q3. As a result, the Navi’s primary rival widened its lead, while Infiniti somewhat closed the gap with the Lincoln, trailing by 976 units.

Sales Numbers - Full-Size Luxury SUVs - Q3 2021 - USA

MODEL Q3 21 / Q3 20 Q3 21 Q3 20 Q3 21 SHARE Q3 20 SHARE YTD 21 / YTD 20 YTD 21 YTD 20
CADILLAC ESCALADE +37.68% 6,248 4,538 53% 40% +27.70% 19,274 15,093
LINCOLN NAVIGATOR -16.95% 3,019 3,635 26% 32% +19.95% 12,247 10,210
INFINITI QX80 -0.68% 2,043 2,057 17% 18% -14.34% 9,674 11,293
LEXUS LX -49.37% 519 1,025 4% 9% -2.36% 2,808 2,876
TOTAL +5.10% 11,829 11,255 +11.48% 44,003 39,472

From a segment share standpoint, the Escalade accounted for a dominant 64 percent share, up from 40 percent a year ago. Meanwhile, the Navigator accounted for 19 percent, down 13 percent from the year-ago quarter. The QX80 took 13 percent, down from 18, while the Lexus saw a 3 percent share, down from 9.

Notably, the Escalade was the only model in the segment to post an increase in sales volume. Meanwhile, sales of the Infiniti QX80 fell less than 1 percent and the Lexus LX experienced a decline of over 49 percent in the midst of a transition to the all-new model.

The full-size luxury SUV segment expanded nearly 40 percent to 15,706 units in Q3 2021, meaning the Navigator underperformed 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 BMW X7 and Mercedes-Benz GLS-Class, though Audi is rumored to be working on a Q9 that will compete in this segment.

Sales Numbers - Full-Size Luxury CUVs - Q3 2021 - USA

MODEL Q3 21 / Q3 20 Q3 21 Q3 20 YTD 21 / YTD 20 YTD 21 YTD 20
MERCEDES-BENZ GLS-CLASS -30.99% 3,654 5,295 +4.54% 17,696 16,928
BMW X7 +6.35% 5,192 4,882 +21.69% 16,471 13,535
TOTAL -13.08% 8,846 10,177 +12.16% 34,167 30,463

The Ford Authority Take

The decrease in Lincoln Navigator sales during the third quarter of 2021 is a bit deflating following the 60 percent growth in Q2 2021 and 26 percent rebound in Q1 2021. The performance enabled the Navigator to hold onto the second place position in the segment. However, the fact that the 2021 Cadillac Escalade increased its segment share by 24 percentage points while the Navigator’s segment share shrank 13 percent compared to that of the year-ago quarter isn’t exactly great news for Lincoln’s flagship model. Meanwhile, the QX80 lost 5 percent and the LX lost 6 percent.

Though the Navigator has demonstrated the ability to achieve 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 Nissan’s luxury arm. On the other hand, Lincoln is very much a second-place contender in the segment, as the Escalade – all-new for the 2021 model year – seems to be resonating extremely well with customers.

It’s not likely that the upcoming 2022 Lincoln Navigator refresh, which brings about a few relatively minor changes such as an updated front fascia and a larger screen, will be able to sway buyers from the Escalade. This is where Lincoln should engage the muscle of its marketing department in order to drum up interest in and – in turn – sales of the Navigator.

Until then, we expect the Navi to continue in its second place in the segment. The full-size Lincoln SUV isn’t expected to be overhauled (redesigned and re-engineered) until at least the 2024 model year, if not later.

About The Numbers

  • All percent change figures compared to Lincoln Navigator sales in Q3 2020, unless noted otherwise
  • In the United States, there were 77 selling days in Q3 2021 and 77 selling days in Q3 2020
  • Lincoln Navigator sales include regular-wheelbase Navigator and extended-length Navigator L
Ford Motor Company Q3 2021 sales reports:

Navigator News

All Navigator News

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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