Though Lincoln brand consideration has dropped among luxury vehicle shoppers for the past two consecutive quarters, Ford’s luxury arm still has some positive things going for it. Lincoln buyers in both the U.S. and China are getting younger, as Ford Authority reported earlier this month, and that same demographic is also flocking to the Lincoln Navigator, which was recently named as one of the most satisfying luxury SUVs to own by Consumer Reports. Lincoln buyers in general have long favored driving comfort over things like performance or style, and those preferences also extend to interior design above all other factors, it seems.
“So when we look at our client we look at our cultural progressives and we see which ones are buying the luxury premium traditional utility and that really is a group of people that want something that is effortless and not overly designed aggressively,” Laura Clark, Lincoln Navigator marketing manager, told Ford Authority Executive Editor, Alex Luft, in a recent interview. “Also, interior is important for them, that’s why you’ll find interior design is the top purchase reason for us whereas no other vehicle segment has that as a top purchase reason.”
Though Lincoln Navigator sales trail its chief rivals – the Cadillac Escalade and Jeep Grand Wagoneer – it’s clear that the luxury brand is going after a different sort of customer. As Ford Authority reported earlier this month, Lincoln won’t be building a high-performance version of its flagship SUV to battle the new Escalade-V, for example, and chose not to offer a hybrid powerplant in the refreshed 2022 Navigator because its customers didn’t want one.
The Navigator does offer at least one thing that the Escalade does not, however – ventilated rear seats, which is a strange omission in the world of ultra-luxury SUVs. Regardless, those seeking to purchase a new Navigator may have some trouble finding one on a dealer lot right now, as that particular model is only currently available via customer order.