Lincoln Aviator sales decreased in the United States but increased in Canada during the first quarter of 2025, while recording 34 deliveries in Mexico.
| MODEL | Q1 2025 / Q1 2024 | Q1 2025 | Q1 2024 |
|---|---|---|---|
| AVIATOR | -23.70% | 4,769 | 6,250 |
| MODEL | Q1 2025 / Q1 2024 | Q1 2025 | Q1 2024 |
|---|---|---|---|
| AVIATOR | +11.94% | 497 | 444 |
| MODEL | Q1 2025 / Q1 2024 | Q1 2025 | Q1 2024 |
|---|---|---|---|
| AVIATOR | -20.93% | 34 | 43 |
Lincoln Aviator (see running Lincoln Aviator sales) sales fell 24 percent to 4,769 deliveries, placing the model 12th among 14 entries in the luxury E-utility segment when ranked by sales volume.
As before, the BMW X5 took the top spot thanks to a 17 percent uptick to 17,438 units. The Mercedes-Benz GLE-Class took second with a seven percent decrease to 14,026 deliveries. Lincoln’s crosstown rival, the Buick Enclave (see running Buick Enclave sales), followed in third place with a 37 percent rise in sales to 11,067 units. The Lexus TX took fourth with sales flat at 10,045 units, while the Volvo XC90 placed fifth with a five percent uptick to 9,369 units.
The Lexus GX, the second entry from the Japanese luxury marque, took sixth posting a 139 percent leap in sales to 9,239 units. While the GX is a traditional, body-on-frame SUV like the Lincoln Navigator, it’s closer to the Aviator unibody crossover in terms of size and positioning.
Meanwhile, the Cadillac XT6 (see running Cadillac XT6 sales), the second model here from GM, placed 11th with a four percent increase to 4,778 deliveries, followed by the Aviator in 12th place.
| MODEL | Q1 25 / Q1 24 | Q1 25 | Q1 24 | Q1 25 SHARE | Q1 24 SHARE |
|---|---|---|---|---|---|
| BMW X5 | +16.85% | 17,438 | 14,923 | 16% | 16% |
| MERCEDES-BENZ GLE-CLASS | -7.09% | 14,026 | 15,096 | 13% | 16% |
| BUICK ENCLAVE | +36.61% | 11,067 | 8,101 | 10% | 9% |
| LEXUS TX | +0.89% | 10,045 | 9,956 | 9% | 11% |
| VOLVO XC90 | +4.65% | 9,369 | 8,953 | 9% | 10% |
| LEXUS GX | +139.48% | 9,239 | 3,858 | 9% | 4% |
| GENESIS GV80 | +24.12% | 5,918 | 4,768 | 5% | 5% |
| INFINITI QX60 | -8.75% | 5,779 | 6,333 | 5% | 7% |
| PORSCHE CAYENNE | +63.48% | 5,331 | 3,261 | 5% | 3% |
| AUDI Q7 | +21.38% | 5,104 | 4,205 | 5% | 4% |
| CADILLAC XT6 | +3.73% | 4,778 | 4,606 | 4% | 5% |
| LINCOLN AVIATOR | -23.70% | 4,769 | 6,250 | 4% | 7% |
| AUDI Q8 | +70.66% | 3,065 | 1,796 | 3% | 2% |
| BMW X6 | +71.64% | 2,633 | 1,534 | 2% | 2% |
| TOTAL | +15.93% | 108,561 | 93,640 |
From a segment share standpoint, the Aviator earned a four percent share, down three percentage points year-over-year. In other words, the Aviator’s market share fell by nearly half during the quarter. The X5 maintained a 16 percent segment share, followed by the GLE-Class with a 13 percent share, down three percentage points, and the Enclave with a 10 percent share, up one percentage point. The TX, XC90, and GX each earned a nine percent share. Meanwhile, the XT6 posted a four percent share, down one percentage point.
Sales of luxury E-segment utilities expanded 16 percent to 108,561 units during Q1 2025, meaning Lincoln Aviator sales significantly underperformed the segment average.
Several automakers field multiple models in this space, beginning with BMW, which offers both the X5 and X6. Combining sales of these accounted for 20,071 deliveries for an 18 percent segment share, keeping the Bavarian luxury marque firmly at the top.
| MODEL | Q1 25 / Q1 24 | Q1 25 | Q1 24 |
|---|---|---|---|
| BMW X5 | +16.85% | 17,438 | 14,923 |
| BMW X6 | +71.64% | 2,633 | 1,534 |
| TOTAL | +21.96% | 20,071 | 16,457 |
Meanwhile, cumulative Audi Q7 and Q8 sales totaled 8,169 units for a combined eight percent segment share for the German automaker.
| MODEL | Q1 25 / Q1 24 | Q1 25 | Q1 24 |
|---|---|---|---|
| AUDI Q7 | +21.38% | 5,104 | 4,205 |
| AUDI Q8 | +70.66% | 3,065 | 1,796 |
| TOTAL | +36.13% | 8,169 | 6,001 |
The two Lexus models here, the TX and GX, gave the luxury marque a cumulative 19,284 deliveries for an 18 percent segment share to place a close second overall.
| MODEL | Q1 25 / Q1 24 | Q1 25 | Q1 24 |
|---|---|---|---|
| LEXUS TX | +0.89% | 10,045 | 9,956 |
| LEXUS GX | +139.48% | 9,239 | 3,858 |
| TOTAL | +39.60% | 19,284 | 13,814 |
Combining the two entries from GM, the Buick Enclave and Cadillac XT6, resulted in 15,845 deliveries for a 14 percent segment share to put The General in third place overall.
| MODEL | Q1 25 / Q1 24 | Q1 25 | Q1 24 |
|---|---|---|---|
| BUICK ENCLAVE | +36.61% | 11,067 | 8,101 |
| CADILLAC XT6 | +3.73% | 4,778 | 4,606 |
| TOTAL | +24.70% | 15,845 | 12,707 |
Lincoln Aviator sales experienced a sharp drop during Q1, grabbing the 12th spot among 14 entries. In fact, the two models that the Aviator outsold – the Audi Q8 and BMW X6 – are both niche “crossover coupe” variants of their core donor models – the Q7 and X5, respectively.
In fact, the Aviator was one of only three models in its competitive set to experience a downturn in sales volume during the quarter, with the remaining 11 entires being in the green (though the growth rates recorded by the TX, XT6 and XC90 were comparatively low). The fact that the segment grew by an average of 16 percent while Lincoln’s entry saw a not-insignificant drop isn’t necessarily uplifting news.
We expect Aviator sales to rebound during the coming quarters as supply improves and shoppers learn about the improvements made to the 2025 model year refresh.
The refreshed 2025 Lincoln Aviator features an updated design and revamped cabin while adding new tech headlined by BlueCruise, Ford’s hands-free highway driving assist technology, available for the first time ever on the Aviator.
Other key changes for the three-row luxury crossover include updates to the trim level structure, including discontinuation the Grand Touring (plug-in hybrid) option (though a new hybrid version may be on the way, eventually). As such, the 2025 Aviator is offered in just three trims, namely Premiere, Reserve, and Black Label, which adds a Moonbeam Theme.
The updated model ditches the Enhanced Security Package and rear door sunshades as part of Job 2 production.
The 2025 Aviator drops seven exterior colors but adds five new ones. Also, the Jet Appearance Package is now more broadly available and gets two new colors.
Check out all the 2025 Aviator standard and optional audio systems.
Regarding powertrain options, the 2025 Lincoln Aviator comes equipped with just one – the twin-turbocharged 3.0L V6 EcoBoost, which generates the same 400 horsepower and 415 pound-feet of torque as the 2020-2024 models. It is mated to the 10-speed automatic transmission.
A quirky car for a quirky race.
It's one of just 35 built in total.
Would be an excellent first car for a new driver.
View Comments
Sales of ALL Fords will tumble once this moronic Employee Pricing expires and daily recalls continue.
No mystery why BMW, Mercedes, and even Porsche and Audi outsell the Aviator. Those models are equally or even lower priced than the Aviator. Folks aren't buying "fancied up" explorers when German products are available for same or less money. And, the Germans drive so much better.
Since under Failure Farley, recalls are endless, and now you have a recall to fix a recall, it's time to make employee pricing permanent.