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Lincoln Navigator Lost Ground To Escalade, Grand Wagoneer During Q1 2022

By Megs Vincent

May 13, 2022 12:51 pm

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Lincoln Navigator sales decreased in the United States and Canada while increasing in Mexico during the first quarter of 2022.

Lincoln Navigator Sales - Q1 2022 - United States

In the United States, Lincoln Navigator deliveries totaled 2,148 units in Q1 2022, a decrease of about 56 percent compared to 4,832 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
NAVIGATOR -55.55% 2,148 4,832

Lincoln Navigator Sales - Q1 2022 - Canada

In Canada, Lincoln Navigator deliveries totaled 155 units in Q1 2022, a decrease of about 43 percent compared to 272 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
NAVIGATOR -43.01% 155 272

Lincoln Navigator Sales - Q1 2022 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 74 units in Q1 2022, an increase of about 16 percent compared to 64 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
NAVIGATOR +15.63% 74 64

Competitive Sales Comparison (USA)

The 56 percent drop in Lincoln Navigator sales during the first quarter of 2022 places the flagship luxury SUV in third place in its segment.

The Cadillac Escalade took first with a seven percent increase to 10,505 units followed by the Jeep Grand Wagoneer in second with 3,169 deliveries. The Navigator took third, followed by the Infiniti QX80 in fourth with a 75 percent decrease to 1,064 units. Finally, the Lexus LX took fifth (and last) place with a 58 percent decrease to 558 units.

The Escalade outsold the Navigator more than four-fold (by 8,357 units) during Q1 2022. As a result, the Navigator’s primary rival widened its lead over the Lincoln offering. Additionally, the newest competitor – the Grand Wagoneer – ousted the Navi’s well established second place position, selling 1,021 units more than the Lincoln.

Sales Numbers - Full-Size Luxury SUVs - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
CADILLAC ESCALADE -34.73% 6,424 9,842 48% 48%
JEEP GRAND WAGONEER * 3,169 * 24% 0%
LINCOLN NAVIGATOR -55.55% 2,148 4,832 16% 24%
INFINITI QX80 -75.49% 1,064 4,342 8% 21%
LEXUS LX -58.36% 558 1,340 4% 7%
TOTAL -34.35% 13,363 20,356

From a segment share standpoint, the Escalade accounted for a dominant 60 percent share, up 12 percentage points from the year-ago quarter. Alongside its increase in overall share, the Escalade also managed to outsell the entire segment on a combined basis during the first quarter. The Grand Wagoneer followed with an 18 percent share, up 18 percentage points. Meanwhile, the Navigator accounted for 12 percent share, down 12 percentage points from the year-ago quarter. The QX80 took six percent, down 15 percentage points, while the LX saw three percent, down four percentage points from the year-ago quarter.

Notably, the Escalade and Grand Wagoneer were the only models in the segment to post an increase in sales volume. Meanwhile, sales of the Lexus LX experienced an intense decline of over 58 percent in the midst of a transition to the all-new model.

The full-size luxury SUV segment contracted 14 percent to 17,444 units in Q1 2022, meaning the Navigator significantly 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 - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21
BMW X7 +35.67% 6,462 4,763
MERCEDES-BENZ GLS-CLASS -17.66% 6,203 7,533
TOTAL +3.00% 12,665 12,296

The Ford Authority Take

The decrease in Lincoln Navigator sales during the first quarter of 2022 followed a 10 percent drop in Q4 2021, as well as a 17 percent drop in Q3 2021, a 26 percent rebound in Q2 2021 and a 26 percent rebound in Q1 2021. The 56 percent drop during Q1 places the Navigator in third place in its segment as the Cadillac Escalade continued to post extremely strong sales while the new Jeep Grand Wagoneer simply outmuscled Lincoln’s offering.

Though the 2022 Navigator has undergone a mid-cycle refresh, bringing about a few minor changes such as an updated front fascia and a larger center stack screen, it seems to be resonating less favorably with consumers. However, the decline in Navigator sales during Q1 2022 might also be attributed to less favorable availability as a result of ongoing shortages impacting the global auto industry including the well-documented microchip shortage.

We should also underline the threat presented by the all-new, 2022 Jeep Grand Wagoneer from FCA Stellantis which represents the brand’s first entry into the segment. In fact, one could make the argument that the Navigator’s 12 percentage point loss in segment share was directly lost to the Grand Wagoneer, which gained 18 percentage points in share.

Jeep Grand Wagoneer

That said, it’s possible that Grand Wagoneer sales will decline once initial demand is satisfied, as some have found the vehicle’s styling to be somewhat excessive. To that end, FoMoCo has been benchmarking Jeep’s new offering, as Ford Authority exclusively reported in January.

About The Numbers

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By Megs Vincent

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Comments

  1. Ford is getting everything that’s coming to them. They are playing it far to conservative. In my opinion Ford doesn’t adapt well to the competition. Ram brought there A-game with their new trucks. Even General Motors has nice trucks now with updated interior. Ironically even though those trucks came out in 2019, the new f-150 already looks outdated even though it’s the newest. Same story with the upcoming Super Duty and Mustang. At least from the spy shots they look like refreshed versions of the outgoing models. They could have really brought the Navigator up to the same level of the new Escalade and Wagoneers. Instead they are too cheap, so they just throw in a larger screen and hope that that’s enough to impress people. Ford needs to make like Stellantis, and really elevate their design inside and out. If not, I’m afraid their days are numbered.

    Reply

  2. There is a price to pay for not offering a V8 !

    Reply

    1. you bet! no six for me.

      Reply

    2. I don’t believe the misguided Lincoln management will ever be convinced that they need a V8.

      Reply

  3. The Jeeps have some really thoughtful tech for a family, like the fam cam, and while not perfect the passenger screen to set up nav is a good idea (fam cam should be able to be pulled up on it). The 5.7 Etorque setup is a disaster, but the new turbo 6 is resolving that. Theyrr also adding the blackout trim so they’re not all old man spec. Honestly, that leaves the only downside being no roof ac vents for kids, which is admittedly a HUGE overnight and drawback for a family.

    Escalade has the brand name, and has navigator beat on powertrain variety. It’s also pretty stunning on the road, and while the interior is a bit busy for me, I can see the appeal.

    Navigator’s biggest issue is it doesn’t stand above expedition enough. That’s more of a benefit of how nice expedition is, but with no real engine upgrade, modest feature upgrades, and mainly being an interior package… It’s tough to justify it. Especially since honestly… It doesn’t look as good as Expedition.

    Lincoln needs to focus on what families actually need and want. Not artistic inspired weird color schemes. Just things that will make the lives of the families buying them easier.

    Reply

  4. Took delivery on a Manhattan/Central Park Black Label Nav’ last week.
    I gotta say that Activeglide and Lane Centering is not ready for prime time.
    Now at around 250 miles on it, and the software requires so much input that you might as well turn if off and just drive it yourself with no assistance. I have timed the lane centering feature, and you are required to input some degree of steering wheel movement every 15 seconds to maintain the feature. That is unacceptable IMO.
    Terrible disappointment. Nowadays, one cannot test drive (no demo cars available) so you just have to take your chances. I did, and would not buy this car if I had driven it.

    Reply

  5. Ford is not serious enough about Lincoln and it shows. Years and years ago, all the new tech was introduced on Lincoln before filtering down to Ford and Mercury. Now Ford shows all the good stuff with Lincoln following. What does Cadillac or Jeep have that Lincoln does not? Too bad there isn’t an Imperial to compare instead of the Jeep.

    Let’s get the game-face on please and win the game. While on the subject, where are all the iconic Lincoln revival plans. All we hear about are Mustang, Bronco and F150. There is no reason why Lincoln can be a suitable choice in the field. Totally unacceptable for a 101-year-old Brand. So much for “What a Luxury Car Should Be” huh? Lincoln isn’t even “America’s Most Distinguished” anymore.

    Reply

  6. Agree that Ford isn’t taking the Lincoln brand seriously enough. I’m sick of the words…where is the action. The dealership availability in my metro is pathetic. Not a single dealer in my metro of about 2.3 million residents can order me a Black Label. Yet if I drive 55 miles to a smaller metro of about 1 million people, I can get it from them….sad. Or maybe I should just go to on of the three Jeep facilities within 15 miles of my home and order a Grand Wago?

    Reply

  7. Still no fix for the Expedition/Navigator fire recall.

    Reply

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