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New Navigator Continues Growth, But Lincoln Sales Fall 12% in April

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2018 Lincoln Black Label Navigator L Destination (4)

Lincoln delivered a total of 8,518 vehicles in April, a 12.1% decrease in sales from its total of 9,691 vehicles delivered in April 2017. Lincoln’s major bright spot for the month was a 122.4% increase in overall sales and 135% increase at retail for the Navigator, which has been white hot since its arrival on the market.

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Lincoln reports that the 2018 Navigator is taking just 13 days to turn on dealership lots on average, and that the highest trim level version—the Navigator Black Label—is taking only 10 days to turn. With triple-digit increases in sales in every region, including a 188% uptick in sales in the West, the Navigator’s average transaction price has leapt by $26,300 to $81,200 per vehicle purchased.

Outside of a modest increase in sales for the MKT—up 12.9% at 271 units delivered—Lincoln’s April performance is something of a microcosm for the year so far. Car sales were down 30.5% on the month with MKZ sales dropping 36.3% from April and Continental sales declining 13.6%. Through April, Lincoln’s sedan sales have fallen 31.4% at just 9,323 cars delivered.

The MKC and MKX both trended downward in April, the former down 31.8% and the latter down 3.2%. Through the first four months of the year, the MKC is down 21.8%, while the MKX is down 17.9%. The only vehicle in the black for Lincoln thus far in 2018, and likely the only vehicle that will end the year with positive sales performance, is the Navigator. Navigator is up 76.4% from its April 2017 total of 3,181 vehicles sold, currently sitting at 5,628 sales.

Lincoln’s sales on the whole are down 15.8% in 2018 at 30,980 vehicles delivered.

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