2020 Lincoln Navigator Pricing Is Getting Some Big Changes

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Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analysis of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured in publications such as Car and Driver, Motor Trend, Automobile Magazine and Autoblog.

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, Senior Pricing Analyst - August 16, 2019

Order guides for the 2020 Lincoln Navigator reveal the model will feature fewer trim choices and benefit from more standard equipment than ever before. While base prices will increase as much as $2,620, our analysis finds that the popular Reserve trim will actually be more affordable than the previous year.

At the entry-level, the base Navigator (which Lincoln insists on calling the Navigator Standard) will start at $77,120 after a destination charge of $1,295. That's $2,620 more than the previous year's MSRP of $74,500. Fortunately, Lincoln is adding a number of features that may help justify the change.

For 2020, all Navigators gain Lincoln Co-Pilot 360, which adds auto emergency braking, blind-spot detection, lane-departure warning, auto high beams, and more. Many of these features used to require stepping up to the Select trim with Technology Package (currently $81,490). Buyers will also get heated & cooled front seats, power running boards, and wireless charging.

While a pricier base trim may not come as good news, shoppers may find the popular Reserve trim to be a better value for the coming year.

That's because the Select trim has been discontinued and Lincoln has opted to lower the price of the Reserve to $82,660 with the addition of a new 4x2 variant. Previously, it was only offered as a 4x4. The price of the 4x4 is also being lowered from $86,500 to $85,330, a $1,170 price cut.

At the top of the range, the Black Label will continue to only be offered with all-wheel-drive and has been priced from $98,065, $375 more than last year's price of $97,690. The extended-wheelbase L variant will only be offered in Reserve or Black Label styles starting at $85,860 and $101,265, respectively.

So what's the reason for these changes?

According to a Lincoln spokesperson, the brand is trying to streamline the ordering process to be "even more effortless for clients". We think that makes sense considering the brand says 9 out of 10 Navigators sold are either a Reserve or Black Label. It's also worth noting that the strategy aligns with how the brand has structured its offerings for the new Corsair and Aviator.

In addition to lowering the price point for the Reserve by $3,800 with the new 4x2, the brand has lowered the gap in price between the Standard and Reserve grade from $12,000 to just $5,540. Coupled with a generous helping of desirable tech and amenities, new car shoppers may find the Navigator to be an even more compelling choice for 2020.

Learn more about the Lincoln Navigator »

Pictured: 2018 Navigator L

, Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analysis of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured in publications such as Car and Driver, Motor Trend, Automobile Magazine and Autoblog.

Follow On: Twitter

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