As Ford Authority has reported over the past few months, the 2025 Lincoln Navigator is set to receive a handful of changes, which aim to keep the large, luxurious SUV competitive following its last refresh for the 2022 model year. Back in November, Ford Authority spotted a 2025 Lincoln Navigator prototype with its front end uncovered for the first time – revealing some 2024 Lincoln Nautilus styling influence – coupled with updates to its rear end and the presence of a coast-to-coast display inside the cabin. However, in the heated full-size luxury SUV space, the Navigator has plenty of rivals – and seems poised to gain another one in the form of the Audi Q9, according to what sources have explained to Ford Authority parent, Motrolix.
2022 Audi Q4 E-Tron
While Audi has largely been focused on transitioning to an all-electric lineup in recent years – largely via its e-tron family of EVs – the German brand has shifted gears somewhat in recent months amid slowing demand, much like Ford and select other automakers. Previously, Audi planned on launching nothing but new EV models starting in 2026, but recently dialed back those plans, delaying the launch of the Audi Q6 e-tron and instead opting to “spread out” future EV debuts amid slow sales growth.
As such, while the Audi Q9 was previously thought to be one of the last new ICE-powered models from that brand, this may no longer be the case. Instead, the Q9 will sit atop the brand’s SUV/crossover lineup as a true flagship in the same vein as the Navigator, slotting above the Q7 and its sportier rival, the Q8. Perhaps more importantly, it will give Audi a true competitor in this space for the first time.
2025 Lincoln Navigator prototype
Sales Numbers - Full-Size Luxury SUVs - 2023 - USA
| MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
|---|---|---|---|---|---|
| CADILLAC ESCALADE | +8.10% | 26,257 | 24,290 | 17% | 18% |
| CADILLAC ESCALADE ESV | -3.29% | 15,432 | 15,957 | 10% | 12% |
| BMW X7 | -6.22% | 28,797 | 30,706 | 18% | 22% |
| MERCEDES-BENZ GLS-CLASS | +15.36% | 24,056 | 20,853 | 15% | 15% |
| LINCOLN NAVIGATOR | +32.89% | 17,549 | 13,206 | 11% | 10% |
| LAND ROVER RANGE ROVER | +50.34% | 15,989 | 10,635 | 10% | 8% |
| INFINITI QX80 | +76.19% | 12,696 | 7,206 | 8% | 5% |
| JEEP GRAND WAGONEER | -9.53% | 10,618 | 11,736 | 7% | 8% |
| LEXUS LX | +91.08% | 6,959 | 3,642 | 4% | 3% |
| TOTAL | +14.56% | 158,353 | 138,231 |
The Audi Q9 will certainly find plenty of competition in the full-size luxury SUV segment when it does launch, one that’s currently dominated by the Cadillac Escalade – which, with the extended-length ESV factored in – held a 27 percent market share as of the end of 2023. The BMW X7 and Mercedes-Benz GLS remain popular models in this space as well, outselling the Navigator by a healthy amount. Regardless, it’ll be interesting to see how the new, larger Audi fares against these more established rivals.
We’ll have more on everything Ford and Lincoln’s competition is up to soon, so be sure and subscribe to Ford Authority for ongoing Ford news coverage.
No Comments yet