Lincoln Navigator sales maintained a precarious second-place performance throughout the 2022 model year, trailing behind its chief rival, the Cadillac Escalade, while the segment’s newest contender, the Jeep Grand Wagoneer, crept up on the Navigator’s share.
During 2022, Lincoln Navigator sales slipped 16 percent to 13,206 units.
The Cadillac Escalade (see running Cadillac Escalade sales) continued to command first place, despite a 40 percent downward slide in sales to 24,290 units last year. The third-place Grand Wagoneer, meanwhile, saw its sales increase 339 percent to 11,736 units, while the Infiniti QX80 captured fourth, slipping 43 percent to 7,206 units. Finally, the Lexus LX rounded out the segment, with a two percent rise to 3,642 units.
Sales Numbers - Full-Size Luxury SUVs - 2022 - USA
| MODEL | YTD 22 / YTD 21 | YTD 22 | YTD 21 | YTD 22 SHARE | YTD 21 SHARE |
|---|---|---|---|---|---|
| CADILLAC ESCALADE | -40.03% | 24,290 | 40,505 | 40% | 54% |
| LINCOLN NAVIGATOR | -15.51% | 13,206 | 15,631 | 22% | 21% |
| JEEP GRAND WAGONEER | +338.73% | 11,736 | 2,675 | 20% | 4% |
| INFINITI QX80 | -42.68% | 7,206 | 12,572 | 12% | 17% |
| LEXUS LX | +2.22% | 3,642 | 3,563 | 6% | 5% |
| TOTAL | -19.84% | 60,080 | 74,946 |
From a segment share standpoint, the Escalade commanded 40 percent, losing 14 percentage points year-over-year, while Lincoln Navigator sales accounted for 22 percent share, gaining one percentage point. The Grand Wagoneer nabbed 20 percent share, picking up 16 percentage points, while the QX80 snagged 12 percent, down five percentage points. Finally, the LX accounted for six percent share, up one percentage point.
Overall, the full-size luxury SUV segment contracted 20 percent year-over-year, meaning Lincoln Navigator sales slightly outperformed 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 - 2022 - USA
| MODEL | YTD 22 / YTD 21 | YTD 22 | YTD 21 | YTD 22 SHARE | YTD 21 SHARE |
|---|---|---|---|---|---|
| BMW X7 | +33.24% | 30,706 | 23,046 | 60% | 48% |
| MERCEDES-BENZ GLS-CLASS | -14.82% | 20,853 | 24,482 | 40% | 52% |
| TOTAL | +8.48% | 51,559 | 47,528 |
The Ford Authority Take
Lincoln Navigator sales slipped throughout 2022, although it did not lose much of its segment share. That being said, the decrease in sales is the result of ongoing supplier issues that have made production of the Navigator difficult. However, the Navigator was certainly not the only vehicle affected by these issues. In fact, the segment-leading Escalade took a 40 percent hit to its sales numbers, but even so, it maintained first place.
Additionally, the Navigator finds itself greatly threatened by the Grand Wagoneer. FoMoCo’s full-size luxury SUV only outsold the Grand Wagoneer by 1,470 units last year as the gap between the two continues to narrow. It will certainly be interesting to see if the Navigator maintains its second-place performance next year, or if it will be surpassed by the Grand Wagoneer in the long run.
That being said, Lincoln clearly didn’t see a need to alter the Navigator very much heading into the 2023 model year. The latest model year features very minor changes, potentially indicating that FoMoCo is happy with the Navigator’s current trajectory after its 2022 model year mid-cycle refresh. In fact, the only two changes to the 2023 Lincoln Navigator include deleting the Flight Blue exterior color and adding the dark Diamond Red Metallic Tri-Coat color.
About The Numbers
- All percent change figures compared to Ford Motor Company sales for 2021 calendar year, unless noted otherwise
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Comments
Not a big Wagoneer fan but after seeing one I can see why they are becoming popular. Something new and refreshing, Ford needs to update the navigator completely paint , wheel and tire options or changes just do not cut it anymore.
Ford held top spot but Cadillac didn’t let that stay for long.
It needs a V8, but won’t get one, Cadillac has nothing to worry about.
Im pretty sure navs got better performance numbers and mileage than caddies and raptors.
V8 not needed
ok, so no V8..but seriously, at least give it the Hybrid or a PHEV if this is your penultimate Lincoln!
At the end of the day…expedition/navigator numbers will never approach f150 stats. If electrified…excess weight will make it a safety liability. The challenges outweigh (pun intended) the benefits.
And they wanna make an expedition raptor?!
The Navigator needs to be completely refreshed from the bottom up from the front bumper to the rear bumper, that design that they have now for the Navigator is about 5 years outdated. The Escalade on the other hand look like a Premier vehicle, and with the engine selection, if give people options. Fort has the biggest problem in the world, their engineers create Vehicles what they think we should have rather than build vehicles that we want, and you wonder why Ford stock is around $5 a share. Get rid of your old engineers, get someone who has some style and grace to create your vehicles Ford, maybe more people will buy them, and it won’t take long for the Wagoneer to surpass the Navigator. If Ford was serious about making quality vehicles that people want and have less recalls on them, Ford would do a massive makeover in the engineers Department, you cannot connect with younger buyers Ford while your engineers is the same age as World War II vets. They are out of touch!
Designers design vehicles not engineers. A good designer is worth their weight in gold, the industry has finally figured that out. Looks sell.
“Ford Stock 5$ a share” tells you about the overall quality of Dick’s comment.
Also, thinking that Ford has engineers in their late 90’s developing cars.
Sometimes you have guys in the plant that are that old, but in development it’s highly unusual* and in styling absolutely unheard of.
* As an example, John Walsh was retired, in his mid 70’s, and brought back on contract to develop Ford’s 1998 PHN-131 Super Duty Heavy Duty rear axle. So it can happen but it’s rare and exceptionally rare for there to be such salaried oldtimers especially nowadays (Even Ford Board members are forced out at 72 as happened 2 years ago to Edsel II.)
Thought I read somewhere that there is a 2024 refresh. Not sure what will change. A v-8 is required for anyone to take this vehicle seriously. Sales show that. Cadillac needs some serious competition against Escalade.
Why does it need a v8?
Maybe an optional hybrid but the 3.5 eb already has better numbers and fuel efficiency than the 6.2 already. There would be such low demand for a v8 with less power?!?!
I think you’re missing the point people are making. They don’t just want more cylinders, they want more power. You’re obviously right that the anemic 6.2 isn’t an option, but Ford makes plenty of other v8 engines with lots more power.
All of that said, the engine is basically the only decent thing you get with a navigator. Getting that giant school bus up to sixty in 5.3 seconds is already plenty fast for the moms stuck driving them. The navigator is truly awful, as are all lincolns of the last 3 or 4 decades, but engine choice isn’t the problem.
Lincoln needs a complete reboot. Including changing the name. For 30 years now, Lincoln is synonymous with overpriced Fords, lousy performance, bland styling, and lackluster options.
How long can they continue on with these abysmal sales like everything is fine? 13,000 navigators?! It’s like a niche car manufacturer. Time to accept defeat and try again.
13k Navis can earn a cool couple hundred million in profit every year minimum.
So your saying the profit on each navigator is around $15,400 ?
I would think the profit is a lot higher given the Navigator is based off the Ford. You can make lots of $$ when you take a Ford and put all the Lincoln gingerbread all over, spiff it here and there and Voila! A Lincoln trimmed Ford. Lincoln has lost its way for the past 20 years. The LS was the last real Lincoln as we all agree. Anything Lincoln offers after the LS is considered a “Mercury-level”. Ford could make $$’s by just selling the Lincoln brand to some other company who understands what a Lincoln means and its purpose to compete at a top level.
Aside from forums, I’ve never talked to anyone that said it was the engine that made them buy an Escalade and I know and run into a lot of Escalade owners. Usually because of how my navigator is customized, they give me compliments and when we talk, they mention things like the screens, bigger grill, and more tech toys. A luxury vehicle is supposed to be just that, luxury. Sure engine choices can help, more options is never a bad thing especially now that most new cars being bought are ordered and built to spec not sitting on a lot.
Options, options, options, it’s a luxury vehicle lacking luxury options. How is it lesser Lincolns have luxury features the “Flagship” SUV does NOT have. Look at the China version (Navigator One) it has some interior features and color options that would be VERY welcome in the states and would boost sales. Lincoln’s issue is that they LACK OPTIONS and VERSATILITY also LOW tech. Navigator One proves they can do more they just don’t, Lincoln being lazy. Go customize a new BMW or Mercedes and look at how many options you have. If you want Apple to Apple build a Escalade and then build a Navigator, building a custom navigator takes less than 15mins, why, VERY FEW options. I say this as a Navigator lover and owner, but I’m honest about its shortcomings. 5 things that would immediately boost sales:
– One big screen across the front or at least bring that recessed speedometer screen forward like the SYNC screen. That recessed design is trash. The bigger the screen the better, even Apple had to make a big iPhone.
-Soft close suicide doors, RR is doing well with them.
-Rear view mirror camera, 35k vehicles have this, Lincoln is just being lazy.
-More paint options (don’t understand why I can get a Red Reserve but not a Red Black Label)
-More interior options and let people mix the interior options, the leather and wood choices should ALWAYS be separate, and we should be able to choose the trim of the leather
Even more to seal the deal:
-Walk away and the doors automatically lock, again LUXURY.
-Better sound dampening, still too much road noise.
-More tech is better, Lincolns target is 50+ year old males (yes, they actually said that), and that needs to change. They need youth an innovation, fresh ideas.
-More ambient lighting with more color choices.
-Lastly, whatever idiot they have that keeps telling them put “classic Lincoln touches” here and there, STOP!! FIRE THEM!! it just looks OLD not classic…
Lincoln needs to take some pages from Range Rover or a least call a few members of the old team back.
And Lincoln needs something they have not had in a long time…..Style, distinction, passion and being something, we want to aspire to. They currently look like custom Fords. Definitely not Luxury.