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2018 Lincoln Navigator First Drive | From black sheep to flagship

This is Lincoln's flagship. It's the most luxurious, comfortable and expensive vehicle the brand sells. It's quite obviously the biggest and heck, like every Lincoln flagship of yesteryear, it even features body-on-frame construction. Crucially, though, this all-new 2018 Lincoln Navigator is also very good. It's distinctive, capable, and competent in ways that will stand up well in the upper echelon of the SUV hierarchy. And we'll get this out of the way now: it's far superior to its primary competitor, the Cadillac Escalade. And yet, the Navigator's flagship status is a comeback story. It wasn't too long ago that it was a black sheep confined to the distant back row of Lincoln family promotional photos along with the Town Car and a fichus added for decoration. It was never given one of the new-fangled MK names, and its V8-powered, truck-based status made it a thirsty dinosaur at a time of rising gas prices and an increasing number of crossovers. Livery services bought them in black-painted droves, but it was otherwise forgotten even as a substantive refresh for 2015 arguably made it a better, more practical bet than its Caddy nemesis. Like its predecessor, and indeed every Navigator since the second generation dawned for 2007, the third-generation 2018 model features an independent rear suspension rather than the live axle in GM's SUVs. First and foremost, this reaps benefits for those sitting in the third row. Full-sized adults enjoy an abundance of room back there on par (or perhaps even better) than a minivan. There's a USB port on each side, the seatbacks power recline and its three seat belts allow for an eight-passenger max. There's even enough room behind the raised third-row for creatively stacked suitcases. Compare this to a regular-wheelbase Escalade with its third row stuck to the sky-high floor; its occupants' knees jammed against the second row and/or stuck into their own chins. It's a wasteland back there, but to be fair, not much worse than an Infiniti QX80 or Lexus LX 570. Yes, the extended-wheelbase Escalade ESV helps, but there's still less space than the standard Navigator. In fact, the Navigator L model offers the exact same third-row – only the cargo area behind it expands. That rear suspension also pays dividends in the ride and handling department.

Is Lincoln MKC cutting into Cadillac SRX sales?

The two big American luxury brands of Cadillac and Lincoln are on surprisingly similar paths at the moment with both divisions hoping to redefine themselves and grow popularity. They're still early in the process with no clear winner yet, but things might actually be looking up for Lincoln's latest model, according to a monthly sales analysis from The Motley Fool. It seems, at least early on, that the new MKC crossover might be taking a bite out of the Cadillac SRX's growth.
The MKC launched just a few months ago and has been getting a big marketing push from a series of oft-mocked ads starring the smooth-talking Matthew McConaughey. The luxury CUV has been the popular, new kid on the block with growing sales since its introduction. While smaller than the SRX, the Lincoln starts at a lower price and offers better fuel economy.
Through June, the SRX performed well with sales up over 20 percent on average through June, according to The Motley Fool. However, July and August saw things plummet with year-over-year drops of 7 percent and 37 percent, respectively. It still far outsold the MKC in terms of actual units in a given month, but the Caddy's continued growth has appeared to stagnate.

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...