Ford is struggling to keep up with the demand for the recently updated Lincoln Navigator, a full-size luxury vehicle that is experiencing unprecedented popularity. The surge in sales has led to a substantial price increase, pushing the Navigator into the exclusive six-figure price range. Following the successful strategy seen with Ford’s pickups, the move to elevate the luxury SUV’s price seems justified.
While price hikes are typically not headline news, Lincoln’s decision carries particular significance this time. The 2019 model year now includes 30-way power front seats as standard in the Black Label trim, boosting the base price by approximately $2,000. Consequently, the fully equipped, extended-wheelbase Navigator Black Label will bear an MSRP of $100,890, marking the first time a Lincoln vehicle has surpassed the six-digit price threshold.
Lower-tier Navigators will also see price adjustments. The Premier trim now begins at $74,500, while the Select trim experiences a $1,000 increase in price without any apparent equipment upgrades from the 2018 model, bringing its cost to $78,850. The Reserve trim now integrates the previously optional Technology Package as standard, featuring additional safety technology such as adaptive cruise control and autonomous emergency braking, setting the price for a Navigator Reserve at $86,500.
A decade ago, the notion of Lincoln pricing any of its vehicles above six figures would have been met with incredulity. However, the Navigator breaching the $100,000 threshold reflects Lincoln’s successful efforts in enhancing its brand image, which was previously associated with older generations and airport shuttle services. This shift could be attributed to the effectiveness of marketing campaigns or the enduring appeal of SUVs.
Historically overshadowed by the Cadillac Escalade, the latest iteration of the Navigator showcases Lincoln’s recent advancements, propelling its oversized SUV ahead of its competitors by offering a more sophisticated exterior, a truly opulent interior, and a plethora of cutting-edge technologies. However, entering this price category pits the Navigator against a new set of rivals, and only time will reveal if the top-tier Black Label trim can maintain the pace set by its sub-$100,000 counterparts.
