Ford Authority

Lincoln Navigator Sales Lose Ground To Escalade During Q3 2023

Lincoln Navigator sales increased in the United States while decreasing in Mexico during Q3 2023.

Lincoln Navigator Sales - Q3 2023 - United States

In the United States, Lincoln Navigator deliveries totaled 4,527 units in Q3 2023, an increase of about 46 percent compared to 3,100 units sold in Q3 2022.

In the first nine months of the year, Navigator sales increased about 46 percent to 13,385 units.
MODEL Q3 2023 / Q3 2022 Q3 2023 Q3 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
NAVIGATOR +46.03% 4,527 3,100 +46.28% 13,385 9,150

Lincoln Navigator Sales - Q3 2023 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 75 units in Q3 2023, a decrease of about 25 percent compared to 100 units sold in Q3 2022.

In the first nine months of the year, Navigator sales increased about 8 percent to 258 units.
MODEL Q3 2023 / Q3 2022 Q3 2023 Q3 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
NAVIGATOR -25.00% 75 100 +7.50% 258 240

Competitive Sales Comparison (USA)

Lincoln Navigator sales were up 46 percent, selling 4,527 units, enough to land the full-size luxury SUV in second place in its competitive segment during Q3 2023.

Combined sales of the Cadillac Escalade and Escalade ESV (see running Cadillac Escalade sales) once again dominated the segment, selling 10,700 units last quarter, more than double that of the Navigator. The Infiniti QX80 trailed in third, up 73 percent to 3,095 units, followed by the Jeep Grand Wagoneer, up 22 percent to 2,867 sales. The Lexus LX, meanwhile, saw its sales increase 100 percent to 1,828 units, placing it fifth, or last.

Sales Numbers - Full-Size Luxury SUVs - Q3 2023 - USA

MODEL Q3 23 / Q3 22 Q3 23 Q3 22 Q3 23 SHARE Q3 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
CADILLAC ESCALADE +11.62% 6,821 6,111 30% 34% +9.32% 19,609 17,938
LINCOLN NAVIGATOR +46.03% 4,527 3,100 20% 17% +46.28% 13,385 9,150
CADILLAC ESCALADE ESV +0.96% 3,879 3,842 17% 21% +1.13% 11,874 11,741
INFINITI QX80 +73.29% 3,095 1,786 13% 10% +98.26% 9,225 4,653
JEEP GRAND WAGONEER +21.85% 2,867 2,353 12% 13% -13.95% 8,135 9,454
LEXUS LX +100.44% 1,828 912 8% 5% +94.68% 5,274 2,709
TOTAL +27.14% 23,017 18,104 +21.31% 67,502 55,645

From a segment share standpoint, the combined sales of the Escalade and Escalade ESV accounted for 43 percent share, losing three percentage points year-over-year. Lincoln Navigator sales, meanwhile, lost two percentage points to claim 20 percent share, while the QX80 held steady at 13 percent share. The Grand Wagoneer claimed 12 percent share, down four percentage points, and the LX gained two percentage points for eight percent share.

Overall, the full-size luxury SUV segment expanded 61 percent with 23,017 units sold, meaning Lincoln Navigator sales 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, although Audi is expected to enter the space in the near future.

Sales Numbers - Full-Size Luxury CUVs - Q3 2023 - USA

MODEL Q3 23 / Q3 22 Q3 23 Q3 22 YTD 23 / YTD 22 YTD 23 YTD 22
BMW X7 +3.43% 6,002 5,803 -0.13% 19,946 19,971
MERCEDES-BENZ GLS-CLASS +2.18% 5,300 5,187 -6.13% 16,504 17,581
TOTAL +2.84% 11,302 10,990 -2.93% 36,450 37,552

The Ford Authority Take

Last quarter, Lincoln Navigator sales once again tailed behind its chief rival, the Cadillac Escalade, accounting for less than half of the Escalade’s sales, losing ground last quarter. In order to combat this, FoMoCo has implemented an incentive program to encourage its dealers to sell more units of the Navigator, which has the potential to boost its sales throughout October.

As the Navigator continues its 2023 model year, it features very minor changes over its outgoing 2022 model year predecessor. The only two alterations to the 2023 Lincoln Navigator lineup include the deletion of the Flight Blue exterior color and the addition of the dark Diamond Red Metallic Tri-Coat color.

However, that won’t be the case for much longer, as looking ahead, the 2025 Lincoln Navigator will gain a substantial refresh to make it a more formidable opponent to the Escalade and the rest of the vehicles in the full-size luxury SUV segment. The forthcoming refresh will gain Nautilus-inspired cues, and Ford Authority has spotted a prototype testing.

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

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  1. GarretK

    Offering a V-8 and v-series competitor solves everything. But Ford would rather apply energies to a lost market Mustang coupe. Sedans (proper Continental, MKZ or Zephyr and proper LS) could make YTD sales less dismal than they already are for the year.

  2. Richard Rassh

    Who cares what engine is it? All i see are soccer moms drive them and doesnt the ecoboost have more power than the v8s. Moreover as a luxury vehicle no one wants to hear a loud engine and with good reason a v6

  3. Mf

    Navigator has never had the same success as Escalade, for a host of reasons. It never had the same it factor, even when it was the superior vehicle in the mid 00s.

    The current navigator suffers from lack of care in general. Only offering the Ecoboost doesn’t help, especially when Escalade offers a more powerful and more reliable V8, a diesel that’s way more efficient, and a supercharged v8 that’s bonkers. I think aesthetics also put the navigator behind, ots very old person looking inside and out, where the Escalade looks more modern and appeals more to families that don’t want to look like they’re headed to bingo or the early bird special.

    I think the biggest issue they have is that Expedition is just a better package. An expedition limited does everything the navigator does, looks better, and is a bit less money. Get the stealth package and it looks awesome, and the stealth performance package is nearly as fast as the Escalade V.

    If Ford really wants to compete in this field, they need to make powerboost standard power, offer the V8, and offer it as a PHEV. I don’t think they need to outright compete with Escalade V, let people put a whipple on the 5.0 on their own.

  4. Mario Denoto

    The Lincoln rides horrible. The seats are hard and the tech glitchy. The great hands free system has you drive like a drunk ping pong in the lane. Not worth the money that simply.
    Yes the dealer had it for a month to try to fix. Say nothing wrong.


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