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Lincoln Navigator Snags Edmunds Buyers Most Wanted Award

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2018 Lincoln Navigator | Edmunds Buyers Most Wanted Award

If you can believe it, the all-new Lincoln Navigator, which has seen its sales rocket up 80.9 in 2018 through October, was named a winner in the 2019 Edmunds Buyers Most Wanted Awards. It’s obviously a bit of a stretch to think that something that’s been red-hot the entire year is among the industry’s most wanted, but bear with us.

The Navigator won the 2019 Edmunds Buyers Most Wanted Award in the Luxury Large SUV category based on its sales, days-to-turn, and interest from car buyers. In October, Lincoln reported that the Navigator Black Label — the highest trim level offered — was experiencing a 12-days-to-turn average, which is quite impressive in any respect and especially so given its high-end price tag.

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Not only is the Lincoln Navigator experiencing exceptional sales growth and pulling in exorbitant transaction prices, but it’s helping Lincoln grow beyond its current customer demographics. According to Lincoln, 55 percent of all Navigator buyers are trading in their Land Rovers, Mercedes-Benzes, and Cadillacs for the next-generation SUV. What’s more, around half of all customers fall in the 34-54 age range, skewing younger than what Lincoln typically sees.

“The totally redesigned Lincoln Navigator represents a huge shake-up in the luxury large SUV category and is the comeback story of the year in the industry,” said Ivan Drury, senior manager, Industry Analysis, Edmunds. “The fastest-selling vehicle in its class, shoppers flocked to the Navigator almost faster than Lincoln could make them, marking quite a turnaround for the nameplate and a big win for the brand.”

Earlier this year, the Lincoln Navigator became the first American vehicle to earn the top score in the J.D. Power APEAL Study. Through October, sales of the Navigator total 14,200 across the United States with an $30,300 year-over-year gain in average transaction price.

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