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2019 Lincoln Navigator gets slight price hikes, crosses six-figure mark

As of the end of June this year, all-new Lincoln Navigator sales are up by triple digits over last year. No wonder, as Lincoln's flagship has impressed us on both our initial drive and again recently on a 900-mile road trip. Even if numbers slump some between now and the end of the year, the full-sized luxury SUV should achieve sales not seen since 2007, when it sold 24,050 units. That would help explain why the Navigator's already had one price increase this year, in June, when MSRPs across the range went up $500 and the destination charge rose another $100. According to order guides, prices for the 2019 model year will go up even more. The entry-level Premiere trim gets bumped by another $650, while the Reserve trim climbs by $3,500. After the $1,295 destination fee, the 2019 Navigator Premiere starts $74,500, and the Select trim rises by $1,000 to $78,850. Neither of those trims add additional equipment to offset the additional cost. The Reserve price hike to $86,500 does capture the cost of the Technology Package, which will come standard. On the 2018 Navigator, that package, which bundles aids like adaptive cruise control and autonomous emergency braking, is a $2,640 option, so the net price jump for the trim is $860. The Black Label price drifts upward by $2,190 to $97,690, but the 2019 models will throw in 30-way power seats as standard. Those thrones being a $1,250 option on 2018 models, the net increase is then $940. The long-wheelbase L models will all go up by the same amount as their non-L counterparts, which puts the Navigator over the $100K mark for the first time; the 2019 Black Label L will need $100,890 to put in a suitable driveway. That's just $700 less than the list price of the 2019 Cadillac Escalade ESV Premium, but Cadillac incentives mean the Lincoln would actually cost thousands more. Lease prices have gone skyward, too. Cars Direct found that in the middle of this year, the average monthly cost for a 36-month lease in California was $1,023, a $131 increase compared to lease prices in February. Two months later, the average monthly cost in California has gone up another eight dollars, to $1,031. That's only $14 less per month than the lease for an Escalade Luxury, even though the Cadillac has a list price $9,500 higher. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Lincoln and MKZ propose brand reinvention

Lincoln made a rather assertive statement about the future of its products at the 2012 LA Auto Show. Rather than put any new vehicle on display for the first press day, the American premium brand placed a collection of classic cars from its past on the show floor. For the second day, that assortment was replaced with more than a half-dozen examples of the all-new 2013 MKZ. Following that, Lincoln teased a new ad campaign that was in the works, and it appears we now have the first extended promotional video.
Entitled "The Lincoln Motor Company," the spot acts as more of a mission statement, rather than an ad, featuring (once again) cars from Lincoln's past, as well as certain bits of Americana usually reserved for a Levi's ad. The video concluded with Lincoln reintroducing itself to the world, accompanied by a new name: The Lincoln Motor Company.
The video is likely to be the first of many in a large advertising blitz by the automaker, in concert with the rolling-out of the new MKZ. The sedan was the only new vehicle featured in the video, and Lincoln is betting heavily on this "reinvention" to bring customers in to see its new sedan. We want to know what's next. Scroll down to watch the video.

Ex-GM VP LaNeve takes over Lincoln ad agency

Those of you that caught yesterday's op-ed about Lincoln will have heard already, but Mark LaNeve has taken the helm at Team Detroit. Once the North American vice president of sales, service and marketing for General Motors, LaNeve will now head up the agency that handles all of Ford advertising. LaNeve will also run the account for Lincoln. While at GM from 2001 to 2009, the exec oversaw ad campaigns like Cadillac's Breakthrough and sales initiatives like "Employee Pricing for Everyone."
He left in 2009 to join Allstate as chief marketing officer, oversaw the creation of the Mayhem ad spots and was moved into the role of VP of agency operations overseeing Allstate's 10,000 agents. He resigned from the insurer in February 2012 for personal reasons and joined Team Detroit in August 2012 as chief operating officer, in charge of satellite offices in New York and internationally. He replaces ex-CEO Cameron McNaughton, and will continue to hold the title of COO.
Lincoln is trying to get its 2013 back to rights after putting big dollar commercials for the 2013 MKZ on television then having production glitches preventing cars from getting to dealerships. With rumors of a relaunch in the works, it's no surprise LaNeve has been given the reins - and from here it looks like the brand is desperate for the kind of magic he's proved he can marshal. Perhaps he can start by calling a mulligan on the renaming exercise that gave us the hoary "Lincoln Motor Company" and go back to oh, say, "Lincoln." Then he can ask the product folks to get to work on the MKC concept...