Why Ford Can't Keep Up With Lincoln Navigator Demand

Ford recently revealed that they didn't expect the demand for the Lincoln Navigator to increase as much as it did.

Why Ford Can't Keep Up With Lincoln Navigator Demand

Ford is selling so many Lincoln Navigators that they can’t keep up with orders.

But that’s really only because nobody really wanted to buy them until they unveiled the new 2018 redesign.

You may remember the Lincoln Navigator as the angry-looking short bus SUV that had delusions of grandeur. It wanted to be a big, powerful, luxury SUV, but it mostly just managed to guzzle gas like a climate-change-denying Texas oil tycoon.

The new model still likes to perform keg stands at a gas station, but it has clean, simple lines, an understated yet brilliant exterior, and an interior that features the bleeding edge of both cool and comfortable. It’s also a lot bigger on the inside, which is mostly all you need to prove your SUV is luxurious.

Lincoln Navigator
via gearpatrol.com

In a conference call last Thursday, Ford execs revealed that Navigator sales have nearly doubled since the same time last year, jumping from 652 Navigator’s sold in January 2017 to 1288 in January 2018. In fact, you can see a clear jump in sales starting last November when the 2018 Navigator went on sale.


Ford is also claiming that they could have sold a lot more if they were only making more. "We could have sold a lot more in January if we had had them," Said Ford’s vice president of U.S. marketing, sales, and service Mark LaNeve.

Not only are sales of the Navigator up despite a 20 percent reduction in overall Lincoln SUV sales, but most Navigator customers are opting for the most expensive trim packages available. The "Reserve" and "Black Label" trims, both names evoking a sense of style you can only get from a whiskey bottle, sell for $90,000 and $100,000 respectively.

Speaking to CNBC, Kelley Blue Book analyst Rebecca Lindland said that it’s quite possible that Ford is stealing customers in the luxury SUV market from their arch rival, the Cadillac Escalade. "Cadillac had owned that spot for years," Lindland said, "and now Ford has come in and is a fierce competitor."

No word on whether or not Ford is going to increase production at their Louisville Kentucky plant, but if what LaNeve said is true, they’d be stupid not to.


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