While the Lincoln Navigator has always performed well, sales of Ford’s premium arm Lincoln have been in a slump, with dwindling sales over the past three years. However, that’s all set to change, with company President Dianne Craig telling Automotive News that sales have risen by 23% in the first seven months of the year.

The brand’s market share has increased by 1 percentage point. All this is happening as the brand gets close to achieving its goal of 100,000 full-year deliveries – the first time the automaker has gotten close since 2020. So what’s behind this uptick in sales?

Revitalized Lincoln Lineup Is Boosting Sales

A refreshed range of cars is responsible for this renewed interest, with all models receiving a redesign or update since 2023. Most recently, an all-new Navigator debuted, while the Aviator was facelifted earlier this year. But this is just the beginning for Lincoln, with Craig noting that new models, including “irresistible” EVs, are on the horizon.

Much to the relief of dealers who, not too long ago, were struggling to shift Lincoln inventory, the automaker is listening to retailers. Sportier performance models, they say, would boost sales, and it seems Lincoln is responding with what they want. At a meeting last month, dealers were told that two new models would join Lincoln’s American lineup. However, it’s unclear if these are brand-new models or new versions of existing products.

New Models On The Way, Including Three-Row Hybrid SUV

A three-row hybrid crossover is expected to debut, but it’s unclear when it will reach showroom floors. Ford recently announced that it had canned its three-row electric SUV in favor of more affordable EVs and hybrid SUVs, to cater to what the market wants. It remains to be seen what ‘hybrid’ means, but this could be a conventional hybrid, a PHEV, or a range-extender like Hyundai is planning to build in the US. It’s worth noting the Aviator is available as a seven-seater, so the new model could replace the current offering when it eventually arrives, although we doubt the highly recognizable name would be dropped. An update is due in 2027, so the hybrid could arrive then.

Hybrids are proving popular for Lincoln. Take the new Nautilus, for instance. A V6 is no longer available, with the Chinese-built SUV offered exclusively with a four-cylinder. Customers can choose from a hybrid, and it seems plenty of them are opting for the electrified version. Q2 2024 Nautilus sales show that 44% of all units sold left the showroom with a hybrid powerplant. While luxury rivals can offer customers a slew of all-electric vehicles, Lincoln has been slow to react – and with good reason.

EVs Are Coming, But Lincoln Is In No Rush To Launch Them

Instead of pushing electric vehicles on customers who don’t want them, the automaker is focusing on what its clients want now. That’s not to say the marque has no interest in EVs – the striking Star concept showcases a battery-powered Lincoln SUV of the future. Earlier reports suggested that the Ford-owned luxury brand would reveal its first EV in 2025, but it remains to be seen if this is still the case.

Source:
Automotive News