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Lincoln Aviator Sales Down By Half During Q2 2023

Lincoln Aviator sales decreased in the United States while increasing in Mexico during the second quarter of 2023.

Lincoln Aviator Sales - Q2 2023 - United States

In the United States, Lincoln Aviator deliveries totaled 2,977 units in Q2 2023, a decrease of about 50 percent compared to 5,983 units sold in Q2 2022.

In the first six months of the year, Aviator sales decreased about 25 percent to 8,213 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
AVIATOR -50.24% 2,977 5,983 -25.00% 8,213 10,950

Lincoln Aviator Sales - Q2 2023 - Mexico

In Mexico, Lincoln Aviator deliveries totaled 71 units in Q2 2023, an increase of about 45 percent compared to 49 units sold in Q2 2022.

In the first six months of the year, Aviator sales increased about 6 percent to 149 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
AVIATOR +44.90% 71 49 +6.43% 149 140

Competitive Sales Comparison (USA)

During Q2 2023, Lincoln Aviator nosedived 50 percent, selling 2,977 units, although this still places the luxury crossover near the bottom of its competitive segment, in 13th out of 15 contenders.

The BMW X5 continued its dominant performance, selling 18,575 units and experiencing a two percent slide. The second-place Mercedes-Benz GLE-Class saw its sales slip 16 percent, claiming second with 13,771 deliveries, followed by the Volvo XC90 in third, down five percent to 9,808 units, and the fourth-place Buick Enclave (see running Buick Enclave sales) saw its sales increase 16 percent to 9,808 deliveries. In fifth, Infiniti QX60 sales increased 138 percent to 7,731 deliveries, while the sixth-best Audi Q7 saw its sales swell 32 percent for 6,865 deliveries, and the Lexus GX sold 6,954 units, up four percent. The Cadillac XT6 (see running Cadillac XT6 sales) brought up eighth, down five percent to 6,954 deliveries last quarter. All other segment contenders, including the Aviator, account for fewer than 5,000 sales on an individual basis.

Sales Numbers - Luxury E-Segment Utilities - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 Q2 23 SHARE Q2 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
BMW X5 -2.49% 18,575 19,049 19% 20% +1.02% 35,890 35,526
MERCEDES-BENZ GLE-CLASS -16.33% 13,771 16,458 14% 17% -8.53% 29,681 32,448
VOLVO XC90 -4.62% 9,808 10,283 10% 11% +2.70% 17,698 17,232
BUICK ENCLAVE +15.74% 9,126 7,885 9% 8% +20.25% 17,929 14,910
INFINITI QX60 +138.24% 7,731 3,245 8% 3% +157.22% 14,870 5,781
AUDI Q7 +31.49% 6,865 5,221 7% 5% +44.68% 13,286 9,183
LEXUS GX +3.78% 6,954 6,701 7% 7% -4.53% 13,324 13,956
CADILLAC XT6 -5.25% 5,305 5,599 5% 6% +7.34% 10,067 9,379
PORSCHE CAYENNE -21.90% 4,618 5,913 5% 6% +4.03% 8,911 8,566
GENESIS GV80 +59.14% 4,316 2,712 4% 3% * 8,255 0
AUDI Q8 +25.13% 3,481 2,782 3% 3% +50.75% 6,342 4,207
LAND ROVER DEFENDER +22.21% 3,450 2,823 3% 3% +17.70% 7,195 6,113
LINCOLN AVIATOR -50.24% 2,977 5,983 3% 6% -25.00% 8,213 10,950
BMW X6 -0.72% 2,612 2,631 3% 3% -9.28% 4,898 5,399
LAND ROVER DISCOVERY +52.18% 280 184 0% 0% +20.22% 666 554
TOTAL +2.46% 99,869 97,469 +13.21% 197,225 174,204

Looking at things from a segment share standpoint reveals that Lincoln Aviator sales accounted for three percent segment share, down three percentage points.

Meanwhile, the segment-leading X5 gathered 19 percent share, up one percentage point year-over-year, while the second-best GLE-Class lost three percentage points for 14 percent share. The XC90, meanwhile, lost one percentage point for 10 percent share, and the Enclave picked up one percentage point, earning nine percent share. The QX60 gathered eight percent share, up five percentage points, while the Q7 earned seven percent share, up two percentage points. The GX remained flat at seven percent share, while the XT6 and Cayenne each earned five percent share, both losing one percentage point. All other entries in the segment earned less than five percent segment share each.

Overall, the premium/luxury three-row crossover segment (lux crossover E-segment) expanded two percent, with 99,869 units sold last quarter.

Below, we’re providing sales numbers for competitors that field multiple vehicles in the segment, beginning with BMW, which offers both the X5 and X6. Combining X5 and X6 sales gives BMW 21,187 deliveries for an even more dominant 21 percent segment share overall.

Sales Numbers - BMW Luxury E-Segment Utilities - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
BMW X5 -2.49% 18,575 19,049 +1.02% 35,890 35,526
BMW X6 -0.72% 2,612 2,631 -9.28% 4,898 5,399
TOTAL -2.27% 21,187 21,680 -0.33% 40,788 40,925

Meanwhile, combining Audi Q7 and Q8 sales gives the automaker a total of 10,346 deliveries for 10 percent share.

Sales Numbers - Audi Luxury E-Segment Utilities - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
AUDI Q7 +31.49% 6,865 5,221 +44.68% 13,286 9,183
AUDI Q8 +25.13% 3,481 2,782 +50.75% 6,342 4,207
TOTAL +29.28% 10,346 8,003 +46.59% 19,628 13,390

Combining the two GM entries, the Buick Enclave and Cadillac XT6, results in 14,431 deliveries for a 14 percent share.

Sales Numbers - GM Luxury E-Segment Utilities - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
BUICK ENCLAVE +15.74% 9,126 7,885 +20.25% 17,929 14,910
CADILLAC XT6 -5.25% 5,305 5,599 +7.34% 10,067 9,379
TOTAL +7.02% 14,431 13,484 +15.26% 27,996 24,289

For the sake of presenting a more complete picture of the competitive landscape, we are also providing sales figures for the Lexus RX below. The RX is a premium midsize CUV that slots into the luxury utility D segment, where it competes with with the Lincoln Nautilus. However, the RX is now offered in a three-row variant called RXL, which competes with the three-row luxury models mentioned above. Since Lexus does not break out sales of the two-row RX from those of the three-row RXL, not all RX sales can be applied to the premium three-row CUV segment. Instead, a more apt comparison would be to bundle Lincoln Nautilus and Aviator and set them against the RX family. We’re also including Cadillac XT5 and Cadillac XT6 sales, which are direct rivals to the Nautilus and Aviator, respectively.

Sales Numbers - Lexus RX & RXL - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
RX +16.50% 31,425 26,974 +6.70% 57,372 53,769
XT5 +2.62% 6,815 6,641 +21.20% 14,100 11,634
NAUTILUS +1.26% 6,851 6,766 +4.23% 12,356 11,855
AVIATOR -50.24% 2,977 5,983 -25.00% 8,213 10,950
XT6 -5.25% 5,305 5,599 +7.34% 10,067 9,379
TOTAL +2.71% 53,373 51,963 +4.63% 102,108 97,587

Combining the Aviator and Nautilus nets Lincoln 9,828 deliveries, which is significantly less than the 31,425 sales recorded by the Lexus RX family. Meanwhile, Cadillac earned 12,120 combined deliveries of the XT5 and XT6.

The Ford Authority Take

The significant downturn in Lincoln Aviator sales is a reflection of low production output of the luxury crossover for the better part of the 2023 calendar year. In fact, 1,514 units of the 2023 Lincoln Aviator rolled off the line at the Chicago Assembly plant in July, representing a whopping 62 percent increase from June’s numbers. While things looked up in July, though, it’s still a symptom of a greater production slowdown, which has resulted in low supply of the luxury crossover at the dealer level, and therefore decreased sales. The Lincoln Aviator is currently on a stop sale order over issues with the 360-degree camera, which likely played a significant factor in its lackluster Q2 sales performance.

2024 Lincoln Aviator

Refreshed 2024 Lincoln Aviator

Additionally, it won’t be surprising if sales of the 2023 Aviator continue to be lackluster as the calendar year carries on. The vehicle doesn’t receive any major changes for its 2023 model year, but looking forward, the Lincoln Aviator will receive a refresh for the 2024 model year. Ford Authority spies already caught a prototype of the 2024 Aviator undergoing testing, giving us a preview of what’s coming down the road. As such, Aviator sales may stagnate as consumers look forward to the forthcoming refresh.

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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Comments

  1. JoeSixPack

    Well this is what happens when you neglect it. Very competitive class, the Aviator still has freaking sync 3! Meanwhile the current Nautilis uses sync 4 and the 2024 will be using a google based system. And that’s just the infotainment system let’s not even talk about all the recalls .

    Reply
    1. Pierrot

      You are correct! The other cars especially for China have the latest tech and the Aviator still has outdated tech (SYNC 3). Very sad. I hear the Aviator will not be refreshed for 2024 after all.

      Reply
  2. John

    The Lincoln brand is being wasted away on the back burner. A lot of their cars look too similar, are overpriced and are boring compared to the Ford products. Which is too bad because Lincoln really did have some nicer vehicles years ago (Continental, Town Car, Zephyr/MKZ, etc.)

    Reply
  3. PatrickR

    Ford did the same thing to mercury before pulling the plug but said We are confident in Mercury which has a long future etc. The next month, Wham! done! Please sell the Lincoln Brand to some other company who will appreciate the Brand and give us what we want.

    Reply
  4. Mf

    The real problem.with aviator is price. It’s priced like it’s German competition, which isn’t gonna happen when you’re based on a regular Ford.

    A well optioned AWD reserve jet backage AWD is nearly 80k. For that money you can get a VERY well equipped x5 PHEV. A base X7 is there too. Both of those are more premium and have more premium underpinnings. More brand prestige too.

    American vehicles are priced to have 10-20% off MSRP, and if you don’t offer that discount, they don’t make any sense financially. The product is pretty decent overall, but it needs a steep discount to make it worthwhile.

    The other issue is lincoln is still very old person. The seats are big million way adjustable couch cushions. They force you into brown leather or wood. They predominantly push chrome. They just don’t drive sporty at all. There’s definitely a place in the marketplace for that, but the luxury market is increasingly moving to a sportier drive vs a traditional cushiony drive.

    Reply
    1. Drew Ford Retiree

      Agree. But you missed the biggest causal factor… abysmal quality.

      Reply
  5. Jim

    I agree, the Lincoln brand is wasting away. I have a MKZ, 3 liter BlackLabel. Love the car, bought it new 2018. Wanted to buy another MKZ a few years ago, but Lincoln discontinued the car. Can’t get a Lincoln sedan. I don’t want a SUV. I want a Lincoln sedan. Somebody better wake up in Product. Lincoln brand is wasting away.

    Reply

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