Marketing campaign for 2015 Lincoln Navigator to start next month

Article by Andrew Christian, on September 12, 2014

Lincoln will launch in October its first large marketing campaign for the Navigator since 2007, after starting shipment of the 2015 version to dealers earlier this month. The luxury carmaker will commence showing the ads once it sees that dealers are well-stocked with the 2015 Navigator in late October.

Seeing high demand for full-size SUVs, Lincoln decided to update the Navigator – the vehicle’s first since the 2007 model year. Now, the updated Navigator is powered by Ford’s 3.5-liter EcoBoost V-6, which provides up to 380 hp of power output and 460 pounds-feet of torque.

The engine’s fuel economy EPA-rated is at 16 mpg city, 22 mpg highway and 18 mpg combined. Lincoln has also endowed the new Navigator with the MyLincoln Touch infotainment system as well as the Lincoln Drive Control, which adjusts the ride according to road conditions using electronic sensors.

Aside from having a restyled hood and split-wing grille, the 2015 Navigator also features a power liftgate. The 2015 Navigator can be availed in two packages -- basic Select and upscale Reserve -- and in two wheelbases – standard (119 inches) and extended (131 inches).

The regular wheelbase Select model with rear-wheel drive can be availed at $62,475 (including shipping), while the long wheelbase Reserve edition with four-wheel drive carries a tag of $75,065 (including shipping).

According to Carey White, Navigator marketing manager, around 60 percent of Navigator customers trade in their old ones for a new unit. The luxury carmaker hopes the 2015 version will allow it to hike its conquest rate.

White disclosed that Lincoln targets to sell over 10,000 Navigators in the United States, after selling 8,613 units in 2013. He said that the brand is targeting buyers who are 50 to 60 years old with household income over $200,000.

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