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Lincoln Navigator Black Label Attracting Slightly Younger Luxury Buyers

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The refreshed 2022 Lincoln Navigator was revealed back in August, followed by its Ford T3 Platform mate, the 2022 Ford Expedition in September. The 2022 Lincoln Navigator entered production at the Ford Kentucky Truck Plant in January, and has since earned some critical acclaim, including ranking as one of the most satisfying luxury SUVs to own by Consumer Reports. Like the Lincoln Aviator – which counts young buyers as its largest demographic – it seems that the range-topping Lincoln Navigator Black Label is also attracting slightly younger luxury buyers than its more mainstream brethren, too.

When asked about the median age of Navigator buyers in a recent interview with Ford Authority Executive Editor, Alex Luft, Laura Clark, Lincoln Navigator Marketing Manager said “it’s 52 with the Black Label being at 48. As you go up in models the age gets younger. It just attracts a lot of younger families.”

Meanwhile, the Aviator’s biggest demographic lies between the ages of 35-44 years, representing 22 percent of that crossover’s sales. This is good news for Ford’s luxury brand, which has long held a reputation for attracting mostly older buyers, particularly when we consider the fact that Lincoln has also become incredibly popular in China, where most car shoppers are in their 30s.

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

MODEL YTD 21 / YTD 20 YTD 21 YTD 20 YTD 21 SHARE YTD 20 SHARE
CADILLAC ESCALADE +65.01% 40,505 24,547 54% 41%
LINCOLN NAVIGATOR +2.48% 15,631 15,252 21% 25%
INFINITI QX80 -22.03% 12,572 16,125 17% 27%
LEXUS LX -21.03% 3,563 4,512 5% 7%
JEEP GRAND WAGONEER * 2,675 0 4% 0%
TOTAL +24.01% 74,946 60,436

Overall, Navigator sales still trail the full-size luxury SUV’s chief rival – the Cadillac Escalade, which was redesigned for the 2021 model year. General Motors sold a total of 40,505 Escalades last year, commanding 54 percent of the segment, while the Navigator finished second with 15,631 units sold, which was good for a 21 percent market share. While the Escalade gained share last year over 2020, the Navigator lost some, while a new competitor recently joined the fray in the form of the reborn Jeep Grand Wagoneer.

We’ll have much more on the Navigator soon, so be sure and subscribe to Ford Authority for more Lincoln news, Lincoln Navigator news, and non-stop Ford news coverage.

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Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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