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Lincoln Aviator Sales Up 11 Percent, Outpacing Cadillac XT6 During Q4 2023

Lincoln Aviator sales increased in the United States while decreasing in Mexico during the fourth quarter of 2023.

Lincoln Aviator Sales - Q4 2023 - United States

In the United States, Lincoln Aviator deliveries totaled 5,875 units in Q4 2023, an increase of about 11 percent compared to 5,281 units sold in Q4 2022.

During the complete 2023 calendar year, Aviator sales decreased about 29 percent to 15,551 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
AVIATOR +11.25% 5,875 5,281 -29.24% 15,551 21,977

Lincoln Aviator Sales - Q4 2023 - Mexico

In Mexico, Lincoln Aviator deliveries totaled 49 units in Q4 2023, a decrease of about 9 percent compared to 54 units sold in Q4 2022.

During the complete 2023 calendar year, Aviator sales decreased about 9 percent to 234 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
AVIATOR -9.26% 49 54 -9.30% 234 258

Competitive Sales Comparison (USA)

Sales of the Lincoln Aviator (see running Lincoln Aviator sales) during Q4 2023 grew 11 percent to 5,875 deliveries to place 11th among now 16 entries in the luxury E-utility segment when ranked by sales volume, moving up from near last place from the prior quarter. The BMW X5 led the sales race in spite of a 20 percent drop in sales, accounting for 20,697 deliveries Рover 6K more than its next competitor. That would be the Mercedes-Benz GLE-Class, which placed second with a 13 percent slide to 14,547 units. The Buick Enclave (see running Buick Enclave sales) took third with a 42 percent jump to 10,929 units. Lexus now has two entries in this segment, the Lexus GX and newcomer Lexus TX, placing fourth and fifth, respectively, with the GX recording a 40 percent bump in sales to 10,418 units and the TX posting 8,201 deliveries. Every other model here sold less than 8K units each.

First-ever 2024 Lexus TX, shown in the 500h F-Sport Performance trim

A new entry has joined this space – the 2024 Lexus TX, debuting as an all-new Lincoln Aviator rival. Complementing the three-row body-on-frame Lexus GX, the TX replaces the now-discontinued Lexus RX L, an extended-length, three-row variant of the Lexus RX. The TX is mechanically similar to the first-ever 2025 Toyota Grand Highlander, which debuted as a competitor to the Ford Explorer.

Sales Numbers - Luxury E-Segment Utilities - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE Q4 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
BMW X5 -19.68% 20,697 25,769 17% 23% -11.90% 72,573 82,372
MERCEDES-BENZ GLE-CLASS -13.41% 14,547 16,800 12% 15% -8.49% 57,696 63,050
BUICK ENCLAVE +41.59% 10,929 7,719 9% 7% +29.08% 39,411 30,533
LEXUS GX +39.30% 10,418 7,479 8% 7% +6.56% 31,910 29,945
LEXUS TX * 8,201 * 7% 0% * 8,201 0
LAND ROVER DEFENDER +60.24% 7,754 4,839 6% 4% +42.15% 21,211 14,922
AUDI Q7 +25.28% 7,483 5,973 6% 5% +49.84% 28,931 19,308
INFINITI QX60 +11.47% 6,959 6,243 6% 6% +77.29% 29,383 16,573
VOLVO XC90 +22.92% 6,656 5,415 5% 5% * 0 0
GENESIS GV80 +22.68% 6,014 4,902 5% 4% +12.42% 19,697 17,521
LINCOLN AVIATOR +11.25% 5,875 5,281 5% 5% -29.24% 15,551 21,977
PORSCHE CAYENNE -15.91% 5,559 6,611 5% 6% -3.39% 20,475 21,194
CADILLAC XT6 -12.47% 4,955 5,661 4% 5% -4.66% 19,119 20,053
AUDI Q8 +32.94% 3,499 2,632 3% 2% +44.58% 13,550 9,372
BMW X6 -32.47% 3,016 4,466 2% 4% -26.32% 10,077 13,676
LAND ROVER DISCOVERY +106.39% 904 438 1% 0% +78.04% 2,416 1,357
TOTAL +12.01% 123,466 110,228 +7.83% 390,201 361,853

From a segment share standpoint, the Lincoln Aviator maintained a five percent share. The X5 posted a 17 percent segment share, down a segment-worst six percentage points year-over-year. The GLE-Class held a 12 percent share, down three percentage points, while the Enclave earned a nine percent share, up two percentage points. The GX posted an eight percent share, up one percentage point, and the TX held a seven percent share. All other entries each earned a segment share of six percent or less.

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 those two models accounts for 23,713 deliveries with a solid 19 percent segment share overall, cementing first place for the automaker.

Sales Numbers - BMW Luxury E-Segment Utilities - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
BMW X5 -19.68% 20,697 25,769 -11.90% 72,573 82,372
BMW X6 -32.47% 3,016 4,466 -26.32% 10,077 13,676
TOTAL -21.57% 23,713 30,235 -13.95% 82,650 96,048

Meanwhile, cumulative Audi Q7 and Q8 sales results in 10,982 deliveries for combined nine percent segment share.

Sales Numbers - Audi Luxury E-Segment Utilities - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
AUDI Q7 +25.28% 7,483 5,973 +49.84% 28,931 19,308
AUDI Q8 +32.94% 3,499 2,632 +44.58% 13,550 9,372
TOTAL +27.62% 10,982 8,605 +48.12% 42,481 28,680

Now that Lexus has multiple models in this space, combining TX and GX sales gives the automaker a total of 18,619 deliveries for cumulative 15 percent share to take second place overall, just behind BMW.

Sales Numbers - Lexus Luxury E-Segment Utilities - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
LEXUS TX * 8,201 * * 8,201 0
LEXUS GX +39.30% 10,418 7,479 +6.56% 31,910 29,945
TOTAL +148.95% 18,619 7,479 +33.95% 40,111 29,945

Combining the two GM entries, the Buick Enclave and Cadillac XT6, results in 15,884 deliveries for a 13 percent share overall, to keep FoMoCo’s crosstown rival in third.

Sales Numbers - GM Luxury E-Segment Utilities - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
BUICK ENCLAVE +41.59% 10,929 7,719 +29.08% 39,411 30,533
CADILLAC XT6 -12.47% 4,955 5,661 -4.66% 19,119 20,053
TOTAL +18.71% 15,884 13,380 +15.70% 58,530 50,586

Overall, the premium/luxury three-row crossover segment (lux crossover E-segment) was up 12 percent to 123,466 units in Q4 2023, meaning Aviator sales nearly matched the segment average.

The Ford Authority Take

Lincoln Aviator sales during Q4 2023 delivered a far better showing over the previous quarter’s next-to-last place finish, when the luxury three-row crossover was among top 10 slowest selling new cars in Q3 2024. In Q4 2023, however, the Aviator placed 11th with a five percent segment share thanks to the new entry from Lexus. Incidentally, the first-ever TX joined the GX to help Lexus take second place overall.

While sales of the Aviator were previously impacted by production woes due to the UAW strike targeting the Ford Chicago Assembly plant, with line deliveries plummeting in October, production has since rebounded in November and in December. In fact, overall new Lincoln inventory remains at double the national average. As such, it appears that the Aviator is simply struggling to earn sales, something that the upcoming refresh – see below – should help with.

About Lincoln Aviator

Production of the 2024 Lincoln Navigator began in January, as a carryover of the 2023 model year, meaning that the model was completely unchanged. Order banks for the 2024 Aviator opened up this past October, and a refresh arrives for the 2025 model year and will reach U.S. dealers this summer.

2025 Lincoln Aviator

The refreshed 2025 Aviator features updates to both the exterior and interior, while making key changes to the trim level structure, including the removal of the Grand Touring (plug-in hybrid) option. The updates should make the Aviator more attractive to buyers, and hopefully earn FoMoCo a greater piece of this highly lucrative segment.

About The Numbers

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