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Lincoln Navigator Sales Slightly Up, But Still Vastly Outsold By Cadillac Escalade In Q4 2023

Lincoln Navigator sales increased in the United States and Mexico during the fourth quarter 2023.

Lincoln Navigator Sales - Q4 2023 - United States

In the United States, Lincoln Navigator deliveries totaled 4,164 units in Q4 2023, an increase of about 3 percent compared to 4,056 units sold in Q4 2022.

During the complete 2023 calendar year, Navigator sales increased about 33 percent to 17,549 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
NAVIGATOR +2.66% 4,164 4,056 +32.89% 17,549 13,206

Lincoln Navigator Sales - Q4 2023 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 105 units in Q4 2023, an increase of about 46 percent compared to 72 units sold in Q4 2022.

During the complete 2023 calendar year, Navigator sales increased about 16 percent to 363 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
NAVIGATOR +45.83% 105 72 +16.35% 363 312

Competitive Sales Comparison (USA)

Sales of the Lincoln Navigator family (see running Lincoln Navigator sales) – representing the regular-length Navigator and extended-length Navigator L – were up three percent, selling 4,164 units, to keep the full-size luxury SUV in second place during Q4 2023 in its segment when ranked by sales volume.

Combined sales of the regular-length Cadillac Escalade and extended-length Cadillac Escalade ESV (see running Cadillac Escalade sales) were down three percent but continue to dominate this small space, moving 10,206 units and more than double that of the Navigator duo. The Infiniti QX80 took third, up 36 percent to 3,471 units, followed by the Jeep Grand Wagoneer family – those of the regular-length Grand Wagoneer and extended-length Grand Wagoneer L – in fourth place with sales growing nine percent to 2,483 sales. The Lexus LX placed last with an 81 percent leap for  1,685 units deliveries.

Sales Numbers - Full-Size Luxury SUVs - 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
CADILLAC ESCALADE +4.66% 6,648 6,352 30% 31% +8.10% 26,257 24,290
LINCOLN NAVIGATOR +2.66% 4,164 4,056 19% 20% +32.89% 17,549 13,206
CADILLAC ESCALADE ESV -15.61% 3,558 4,216 16% 21% -3.29% 15,432 15,957
INFINITI QX80 +35.96% 3,471 2,553 16% 13% +76.19% 12,696 7,206
JEEP GRAND WAGONEER +8.81% 2,483 2,282 11% 11% -9.53% 10,618 11,736
LEXUS LX +80.60% 1,685 933 8% 5% +91.08% 6,959 3,642
TOTAL +7.93% 22,009 20,392 +17.72% 89,511 76,037

The Cadillac Escalade duo earned a combined 46 percent market share in this segment. Individually, the Escalade posted a 30 percent segment share, down one percentage point year-over-year, while the Escalade ESV held a 16 percent share, down five percentage points. The Lincoln Navigator family earned a 19 percent share, down one percentage point. The QX80 held a 16 percent share, also up three percentage points. The Jeep Grand Wagoneer family maintained an 11 percent share, and the LX held an eight percent share, up three percentage points.

Sales Numbers - Cadillac Full-Size SUVs - 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
CADILLAC ESCALADE +4.66% 6,648 6,352 65% 60% +8.10% 26,257 24,290
CADILLAC ESCALADE ESV -15.61% 3,558 4,216 35% 40% -3.29% 15,432 15,957
TOTAL -3.43% 10,206 10,568 +3.58% 41,689 40,247

For reference, we’ve included sales figures for full-size luxury unibody crossovers below, which are typically cross-shopped against the mechanically different body-on-frame SUVs in this segment.

Currently, the only luxury automakers with full-size luxury crossovers are the BMW X7 and Mercedes-Benz GLS-Class. Notably, both the X7 and GLS are a bit smaller than the regular Navigator, and even smaller than the Navigator L, being closer in size to the Lincoln Aviator. Nevertheless, sales of these two unibody crossovers are possibly beginning to eat into Navigator sales, vastly outselling Lincoln’s body-on-frame SUV during Q4 2023.

Additionally, the rumored Audi Q9 is finally incoming to rival the Navigator, and would slot into this expanded space.

Sales Numbers - Full-Size Luxury CUVs - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
BMW X7 -17.55% 8,851 10,735 -6.22% 28,797 30,706
MERCEDES-BENZ GLS-CLASS +130.81% 7,552 3,272 +15.36% 24,056 20,853
TOTAL +17.11% 16,403 14,007 +2.51% 52,853 51,559

The full-size luxury SUV segment grew eight percent to 22,009 units, meaning Lincoln Navigator sales underperformed the segment average.

The Ford Authority Take

As before, Lincoln Navigator sales moved less than half the deliveries of its chief rival, the Cadillac Escalade, which has commanded this space for over a dozen years. And even the BMW X7 and Mercedes-Benz GLS-Class are outselling the Lincoln as buyer cross-shop similarly sized utilities regardless of whether they are unibody crossovers or body-on-frame SUVs.

Besides healthy competition, lack of inventory supply didn’t help sales either during the quarter. Navigator production plummeted in October due to the UAW strike as workers walked out of the Kentucky Truck Plant, which builds the Ford Super DutyFord Expedition, and Lincoln Navigator. However, production of Lincoln’s full-size SUV rebounded in November and stabilized in December.

The good news is that calendar year 2023 sales of the Navigator were up, posting a solid 33 percent gain to far outperform the Escalade, X7, and GLS-Class.

Looking forward, it remains to be seen if the upcoming refreshed 2025 Lincoln Navigator will make even more gains against these competitors.

Upcoming refreshed 2025 Lincoln Navigator prototype featuring design cues from Nautilus inside and out

About Lincoln Navigator

As a reminder, there aren’t many changes on the way for the 2024 Lincoln Navigator, though it does drop standard rear-wheel drive in favor of all-wheel drive.

As noted above, a refreshed Lincoln Navigator is on the way for the 2025 model year, gaining Nautilus-inspired cues, like the front end that Ford Authority has spotted, and the cabin boasting a coast-to-coast-display, borrowed from the redesigned 2024 Lincoln Nautilus.

  • All percent change figures compared to Lincoln Navigator sales in Q4 2022, unless noted otherwise
  • In the United States, there were 78 selling days for Q4 2023 and 78 selling days for Q4 2022
  • Lincoln Navigator sales include regular-wheelbase Navigator and extended-length Navigator L
  • See running Lincoln Navigator sales numbers

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