Lincoln Aviator sales decreased in the United States while increasing in Mexico during the third quarter of 2023.
Lincoln Aviator Sales - Q3 2023 - United States
In the United States, Lincoln Aviator deliveries totaled 1,463 units in Q3 2023, a decrease of about 75 percent compared to 5,746 units sold in Q3 2022.In the first nine months of the year, Aviator sales decreased about 42 percent to 9,676 units.
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| AVIATOR | -74.54% | 1,463 | 5,746 | -42.05% | 9,676 | 16,696 |
Lincoln Aviator Sales - Q3 2023 - Mexico
In Mexico, Lincoln Aviator deliveries totaled 36 units in Q3 2023, a decrease of about 44 percent compared to 64 units sold in Q3 2022.In the first nine months of the year, Aviator sales decreased about 9 percent to 185 units.
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| AVIATOR | -43.75% | 36 | 64 | -9.31% | 185 | 204 |
Competitive Sales Comparison (USA)
During Q3 2023, Lincoln Aviator sales plummeted 75 percent, selling just 1,463 units and placing it near the bottom of its competitive segment – 14th of 15 competitors.
The BMW X5 continued to lead the segment, selling 15,986 units, down 24 percent, followed closely by the Mercedes-Benz GLE-Class, which experienced a two percent slide to 13,468 units. The Volvo XC90 sold 10,722 units, up 33 percent, and the Buick Enclave (see running Buick Enclave sales) slotted in fourth, up 34 percent to 10,553 units, while the Lexus GX sold 8,168 units, down four percent. Meanwhile, the Audi Q7 sold 8,162 units, up 97 percent, and the Land Rover Defender sold 6,262 units, down 66 percent, and the Porsche Cayenne saw its sale slip just 0.2 percent, moving 6,005 units last quarter. The Genesis GV80 had 5,328 deliveries, up six percent, and all other segment contenders, including the Aviator, sold fewer than 5,000 units individually.
Sales Numbers - Luxury E-Segment Utilities - 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 |
|---|---|---|---|---|---|---|---|---|
| BMW X5 | -24.15% | 15,986 | 21,077 | 15% | 21% | -8.35% | 51,876 | 56,603 |
| MERCEDES-BENZ GLE-CLASS | -2.42% | 13,468 | 13,802 | 13% | 14% | -6.70% | 43,149 | 46,250 |
| VOLVO XC90 | +33.21% | 10,722 | 8,049 | 10% | 8% | +12.42% | 28,420 | 25,281 |
| BUICK ENCLAVE | +33.51% | 10,553 | 7,904 | 10% | 8% | +24.84% | 28,482 | 22,814 |
| LEXUS GX | -4.02% | 8,168 | 8,510 | 8% | 8% | -4.34% | 21,492 | 22,466 |
| AUDI Q7 | +96.58% | 8,162 | 4,152 | 8% | 4% | +60.84% | 21,448 | 13,335 |
| INFINITI QX60 | +66.06% | 7,554 | 4,549 | 7% | 5% | +117.08% | 22,424 | 10,330 |
| LAND ROVER DEFENDER | +57.73% | 6,262 | 3,970 | 6% | 4% | +33.46% | 13,457 | 10,083 |
| PORSCHE CAYENNE | -0.20% | 6,005 | 6,017 | 6% | 6% | +2.28% | 14,916 | 14,583 |
| GENESIS GV80 | +6.26% | 5,328 | 5,014 | 5% | 5% | +8.43% | 13,683 | 12,619 |
| CADILLAC XT6 | -18.27% | 4,097 | 5,013 | 4% | 5% | -1.58% | 14,164 | 14,392 |
| AUDI Q8 | +46.43% | 3,709 | 2,533 | 4% | 3% | +49.12% | 10,051 | 6,740 |
| BMW X6 | -43.24% | 2,163 | 3,811 | 2% | 4% | -23.33% | 7,061 | 9,210 |
| LINCOLN AVIATOR | -74.54% | 1,463 | 5,746 | 1% | 6% | -42.05% | 9,676 | 16,696 |
| LAND ROVER DISCOVERY | +131.77% | 846 | 365 | 1% | 0% | +64.53% | 1,512 | 919 |
| TOTAL | +3.95% | 104,486 | 100,512 | +6.90% | 301,811 | 282,321 |
Looking at things from a segment share standpoint reveals that Lincoln Aviator sales accounted for one percent segment share, down five percentage points.
Fifteen percent share went to the X5, down six percentage points, and the GLE-Class gathered 13 percent share, down one percentage point. The XC90 and the Enclave each picked up two percentage points for 10 percent share, and the Q7 earned eight percent share, up four percentage points, while the GX held steady at eight percent share, and the QX60 gained two percentage points, earning seven percent share. The Defender and the Cayenne, meanwhile, each gathered six percent share, with the former gaining two percentage points and the latter remaining steady. All other contenders earned five percent share or less.
Overall, the premium/luxury three-row crossover segment (lux crossover E-segment) expanded four percent, with 104,486 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 18,149 deliveries for an even more dominant 17 percent segment share overall.
Sales Numbers - BMW Luxury E-Segment Utilities - Q3 2023 - USA
| MODEL | Q3 23 / Q3 22 | Q3 23 | Q3 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| BMW X5 | -24.15% | 15,986 | 21,077 | -8.35% | 51,876 | 56,603 |
| BMW X6 | -43.24% | 2,163 | 3,811 | -23.33% | 7,061 | 9,210 |
| TOTAL | -27.08% | 18,149 | 24,888 | -10.45% | 58,937 | 65,813 |
Meanwhile, combining Audi Q7 and Q8 sales gives the automaker a total of 11,871 deliveries for 11 percent share.
Sales Numbers - Audi Luxury E-Segment Utilities - Q3 2023 - USA
| MODEL | Q3 23 / Q3 22 | Q3 23 | Q3 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| AUDI Q7 | +96.58% | 8,162 | 4,152 | +60.84% | 21,448 | 13,335 |
| AUDI Q8 | +46.43% | 3,709 | 2,533 | +49.12% | 10,051 | 6,740 |
| TOTAL | +77.58% | 11,871 | 6,685 | +56.91% | 31,499 | 20,075 |
Combining the two GM entries, the Buick Enclave and Cadillac XT6, results in 14,650 deliveries for a 14 percent share.
Sales Numbers - GM Luxury E-Segment Utilities - Q3 2023 - USA
| MODEL | Q3 23 / Q3 22 | Q3 23 | Q3 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| BUICK ENCLAVE | +33.51% | 10,553 | 7,904 | +24.84% | 28,482 | 22,814 |
| CADILLAC XT6 | -18.27% | 4,097 | 5,013 | -1.58% | 14,164 | 14,392 |
| TOTAL | +13.42% | 14,650 | 12,917 | +14.62% | 42,646 | 37,206 |
The Ford Authority Take
Lincoln Aviator sales tanked during Q3 2023, a symptom of severely reduced production of the luxury crossover at the Chicago Assembly plant. This scenario will likely continue to negatively affect its sales, as the facility has been targeted by UAW strikes, suspending operations and negatively impacting its ability to produce enough units of the Aviator to satisfy demand. Before the strike, production had been greatly impacted by the ongoing 360-degree camera recall, which also resulted in dealers being unable to sell examples already on lots.
Order banks for the 2023 Aviator recently closed in early October, sending off the luxury crossover’s latest model year with a few updates, including the addition of two new exterior colors, while standard seating on Reserve models changed to 10-way for the driver and 8-way for the passenger seat.
- All percent change figures compared to Lincoln Aviator sales for Q3 2022, unless noted otherwise
- In the United States, there were 77 selling days in Q3 2023 and 78 selling days in Q3 2022
- See running Lincoln Aviator sales numbers
- Ford Motor Company Q3 2023 sales reports:
- Ford Motor Company sales Q3 2023 U.S.A
- Ford sales Q3 2023 U.S.A. (Ford brand)
- Lincoln sales Q3 2023 U.S.A.
- Ford Motor Company sales July 2023 U.S.A.
- Ford Motor Company sales August 2023 U.S.A.
- Ford Motor Company sales September 2023 U.S.A.
- Ford China sales Q3 2023
- Ford Motor Company Canada sales Q3 2023
- Ford Canada sales Q3 2023
- Lincoln Canada sales Q3 2023
- Ford Motor Company Argentina sales Q3 2023
- Ford Argentina sales July 2023 (Ford brand)
- Ford Argentina sales August 2023 (Ford brand)
- Ford Argentina sales September 2023 (Ford brand)
- Ford Motor Company Colombia sales Q3 2023
- Ford Colombia sales July 2023 (Ford brand)
- Ford Colombia sales August 2023 (Ford brand)
- Ford Colombia sales September 2023 (Ford brand)
- Ford Motor Company Brazil sales Q3 2023
- Ford Brazil sales July 2023 (Ford brand)
- Ford Brazil sales August 2023 (Ford brand)
- Ford Brazil sales September 2023 (Ford brand)
- Ford Motor Company Mexico sales Q3 2023
- Ford Motor Company sales Q3 2023 U.S.A
Comments
Not surprised. They were on a stop sale for camera issues, and then the strike, and then the bigger issue… It’s too freaking expensive. It’s as or more expensive than it’s German competition, which is a real luxury vehicle. Volvo pushes their PHEV version a lot and it’s a great option (Lincoln did not push theirs). Lexus GX is selling its last V8 year so people are buying them up in droves because they last forever.
Ford and Lincoln need a 20% price drop across the board to be competitive. I’m a big “buy American” guy, but not at the same price as a more luxurious, more powerful, better built, German option.
I agree. Prices should be cut and this lineup should take the place of Mercury. To be serious competitors again, Ford needs to relaunch this brand- perhaps call it Continental- and reinvent the whole thing.
I agree 100%. Far too expensive. I love the look and the decent engine, but at that price I’ll never replace the MKT with an Aviator. I’d by a low mile, last run MKT to replace what I have first. I love my Lincoln station wagon.
You wonder how long the Lincoln dealership lineup can survive on such poor numbers.
The TTV6 is competitive, however is not unique and it needs a V8. Ford should have developed a modern 4.0 V8 to compete with MB and BMW. Don’t know why it don’t so as well against Caddy XT6. Better in every way IMO.
I have 4 friends that purchased new and used Aviators around the same time 3 years ago. They started out proud and happy, and ended up disenfranchised and pissed off. All but 1 already sold them and 1 of the 4 was a buy-back. Even at a healthy discount, nobody’s gonna buy them with such poor reliability.