Welcome to the Six-figure Club, Lincoln!

Steph Willems
by Steph Willems

Traditionally, Lincolns served as the poster car for traditional, well-to-do Americans, just not ridiculously wealthy ones. Think successful club owner, business executive, law office partner, Vegas hashish importer, or rare antiques dealer. Regardless of model, the brand’s vehicles never ventured into the rarified pricing air occupied by European exotics — not even the Continental Mk. II, which stickered for the equivalent of $90k back in 1956.

That changes for 2019, as the Lincoln with the biggest margins — the full-size Navigator — joins its Cadillac rival in topping the six-figure mark.

Don’t worry, there’ll still be a plain-Jane base model offered for $74,500, according to order guides seen by CarsDirect. That price, which includes a destination charge, represents a $650 increase over 2018, though climbing the trim ladder to Select and Reserve grows much pricier for the coming model year.

At $78,850 after destination, the 2019 Navigator Select adds another $1,000 to its sticker. You’ll more than triple that pricing boost to move into a Reserve, which sees its entry price hit $86,500 for 2019; some $3,500 greater than in 2018. It’s a lot less jarring when you consider that extra $3,500 includes a now-standard technology package — formerly a $2,640 option — which adds a host of driver assist features.

Automakers love to boast of standard safety, but aren’t in the habit of handing it over for free.

It’s in the highest strata of Navigatordom where Lincoln breaches the $100,000 barrier. We’re talking about the Black Label L model. The long-wheelbase version of Lincoln’s top trim level joins the standard-length model in piling on the price, bringing its after-destination sticker to $100,890, or just $700 below that of a Cadillac Escalade ESV Platinum. Previously, the Black Label L went for $98,700.

Carrying an entry price of $97,690, the Black Label line doesn’t enter 2019 completely unchanged. Lincoln’s 30-way power seats become standard kit on these ultra-lux models, suggesting to would-be customers that profits are only part of the intention here. Of course, Lincoln will siphon almost a grand of extra gravy from each vehicle once the 2019 Black Labels go on sale.

Given the brand’s recent sales woes, Lincoln could be forgiven for seeing nothing but dollar signs in its largest model. Over the first seven months of 2018, Lincoln sales in the U.S. fell 10.8 percent, with July’s year-over-year tally falling 11 percent. In comparison, Navigator sales rose 62.7 percent in July and 79.9 percent on a year-to-date basis.

[Image: Lincoln Motor Company]

Steph Willems
Steph Willems

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  • Michael500 Michael500 on Aug 21, 2018

    I like the bold look of this thing, but it's also a big fat looking slug of a truck too. Only an idiot or a Kardasian would pay this much. You can get a Range Rover for the same money- no one will look at you funny getting that valet parked at the club like this chrome festooned F150 with a shell. Lincoln has lost it's way, they should just kill the brand since they can't manage it. The sales numbers from the last decade agree with my opinion.

  • STS_Endeavour STS_Endeavour on Aug 21, 2018

    Lincoln did really well with this Navigator. Stunning interior. I kinda wish they carried over the gull wings from the concept. At least as an option.

  • Redapple2 Another bad idea from the EVIL gm Vampire.
  • Daniel J Alabama is a right to work state so I'd be interested in how this plays out. If a plant in Alabama unionized, there are many workers who's still oppose joining and can work.
  • ToolGuy This guest was pretty interesting.
  • NJRide So this is an average age of car to be junked now and of course this is a lower end (and now semi-orphaned) product. But street examples seem to still be worth 2500? So are cars getting junked only coming in because of a traumatic repair? If not it seems a lot of cars being junked that would still possibly worth more than scrap.Also Murilee I remember your Taurus article way back what is the king of the junkyard in 2024?
  • AMcA I applaud Toyota for getting away from the TRD performance name. TuRD. This is another great example of "if they'd just thought to preview the name with a 13 year old boy."