Lincoln Navigator Sales Down 25 Percent, Outpaced by Escalade, Grand Wagoneer In Q1 2024

Lincoln Navigator sales decreased in the United States and Mexico but increased in Canada during the first quarter 2024.

Lincoln Navigator Sales - Q1 2024 - United States

In the United States, Lincoln Navigator deliveries totaled 3,127 units in Q1 2024, a decrease of about 25 percent compared to 4,170 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
NAVIGATOR -25.01% 3,127 4,170

Lincoln Navigator Sales - Q1 2024 - Canada

In Canada, Lincoln Navigator deliveries totaled 234 units in Q1 2024, an increase of about 4 percent compared to 225 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
NAVIGATOR +4.00% 234 225

Lincoln Navigator Sales - Q1 2024 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 73 units in Q1 2024, a decrease of about 23 percent compared to 95 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
NAVIGATOR -23.16% 73 95

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 down 25 percent to 3,127 units, to place third among full-size luxury SUVs during Q1 2024 when ranked by sales volume.

The Cadillac Escalade duo (see running Cadillac Escalade sales) – consisting of the regular-length Cadillac Escalade and extended-length Cadillac Escalade ESV – led the field, posting a 65 percent upswing in sales for 9,135 deliveries, outpacing the Navigator three-to-one. The Jeep Grand Wagoneer family – those of the regular-length Grand Wagoneer and extended-length Grand Wagoneer L – followed in second place with a 74 percent jump to 3,550 units. The Infiniti QX80 took fourth, down 22 percent to 2,473 units, while the Lexus LX placed last with an eight percent bump for 1,697 deliveries.

Sales Numbers - Full-Size Luxury SUVs - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
CADILLAC ESCALADE +65.40% 9,135 5,523 46% 33%
JEEP GRAND WAGONEER +73.68% 3,550 2,044 18% 12%
LINCOLN NAVIGATOR -25.01% 3,127 4,170 16% 25%
INFINITI QX80 -22.31% 2,473 3,183 12% 19%
LEXUS LX +7.95% 1,697 1,572 8% 10%
TOTAL +21.16% 19,982 16,492

The Escalade earned a commanding 46 percent segment share, followed by the Grand Wagoneer with an 18 percent share, and the Navigator with a 16 percent share. The QX80 posted a 12 percent share, and the LX held an eight percent share.

Sales Numbers - Cadillac Full-Size SUVs - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
CADILLAC ESCALADE +65.40% 9,135 5,523 100% 60%
CADILLAC ESCALADE ESV -100.00% 0 3,705 0% 40%
TOTAL -1.01% 9,135 9,228

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 such 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 of course even smaller than the Navigator L, being closer in size to the Lincoln Aviator. Nevertheless, sales of these two unibody crossovers outshined the Navigator during Q1 2024, outdoing Lincoln’s body-on-frame SUV by more than two-to-one.

Additionally, the Audi Q9 luxury unibody crossover is incoming to compete with the Navigator as well.

Sales Numbers - Full-Size Luxury CUVs - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
MERCEDES-BENZ GLS-CLASS +32.68% 7,458 5,621
BMW X7 +2.76% 6,957 6,770
TOTAL +16.33% 14,415 12,391

The full-size luxury SUV segment grew 21 percent to 19,982 units, meaning Lincoln Navigator sales significantly underperformed the segment average.

The Ford Authority Take

Lincoln Navigator sales moved about a third the units of its chief rival, the Cadillac Escalade, which has commanded this space for more than a dozen years now. 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. Worse yet, the Audi Q9 is poised to arrive at any time to join these unibody crossovers.

On top of all that are sales of the Jeep Grand Wagoneer continuing to take off, moving into second place ahead of the Navigator during Q1 2024, just a few years after arriving on the scene.

We’ll wait and see if the upcoming refresh of Lincoln’s flagship utility can make a dent against this onslaught of ever-growing competition.

Prototype of refreshed 2025 Lincoln Navigator reveals a full-width light bar

About Lincoln Navigator

There were few changes for the 2024 Lincoln Navigator, though it does drop standard rear-wheel drive in favor of all-wheel drive. Here is a guide to every 2024 Navigator wheel and package.

A refreshed Lincoln Navigator is on the way for the 2025 model year, gaining Nautilus-inspired cues like the front end that Ford Authority spotted and an overhauled cabin featuring a coast-to-coast-display borrowed from the redesigned 2024 Lincoln Nautilus. More recent photos reveal a full-width light bar, and we’re wondering if the refreshed model will feature a split liftgate.

In terms of powertrains, the 2025 Lincoln Navigator is also slated to receive a hybrid of some sort, which could be the existing twin-turbocharged 3.5L V6 PowerBoost that originally launched in the 2021 Ford F-150.

About The Numbers
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Vince Brown

View Comments

  • A very modest minor freshening never fixes sales slumps. GM is more aggressive. They have a lower cost base (cheaper engines and steel bodies), so they can spends more of dealer and customer incentives.

  • Cadillac owns the market the Lincoln invented. All those years of the Nav being a very poorly disguised Expedition have taken their toll. The current Nav is a decent lux SUV but down nothing to distinguish itself from the Caddy and the new Jeep, which is nothing special outside but pretty great inside and drives very nicely. Ford needs a total rebody of the Nav with less upright chrome and more cohesive lines. The Hybrid or better yet, Raptor R supercharged Coyote V8 in a “Halo” model wouldn’t hurt as well.

  • Biden gives middle finger to our military people while shoveling money, food, hotels, airline flights and whatever on illegals. Close the border.

    • Ummm so are you a Jeep fan or something?🤷🏻‍♂️Just trying to understand how this correlates.

      • mike never makes sense. he drinks too much of the kool aid and needs to word vomit any time he has the chance

  • Lincoln PLEASE drop the 2025 Navi! You are getting killed in a market you created! It’s really sad. Little bits and pieces are not enough changes to stay competitive in this market, especially on the exterior and interior. Your not Porsche.

  • You know things are bad when the Grand Wagoneer is outselling the Navigator, not to mention that the article does not even discuss regular Wagoneer sales, which is a separate model from the GW. Lincoln seems totally lost. Ford might want to consider just shutting the whole thing down.