Lincoln Aviator sales increased in the United States while decreasing in Mexico during the fourth quarter of 2023.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| AVIATOR | +11.25% | 5,875 | 5,281 | -29.24% | 15,551 | 21,977 |
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| AVIATOR | -9.26% | 49 | 54 | -9.30% | 234 | 258 |
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 – over 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.
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.
| 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.
| 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.
| 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.
| 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.
| 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.
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.
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.
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.
Behind Buick Envision but ahead of Cadillac XT4.
Special lease deals available on the rugged crossover.
Using running boards as a 'shield.'
One of just nine used in filming.
The very first unit just rolled off the assembly line.
Losing a bit of ground in the process.
