2025 Lincoln Navigator: Stronger Than the Badge

The Lincoln Navigator is currently being outsold by the Cadillac Escalade three to one, with sales that pale in comparison to those of the original from the late 1990s. Just how and why did Ford’s luxury brand let the competition blow past it?

Probably because Lincoln has taken a conservative approach over the years, and also because of the brand's image. While the Navigator continues to embody American opulence and luxury, the Lincoln badge doesn’t really stands for that anymore. Many people buy a Mercedes-Benz primarily for the three-pointed star, but it's a different story with Lincoln, whose customers mainly focus on the vehicle.

• Also: 2025 Lincoln Navigator is All-New and More Sophisticated Than Ever
• Also: 2024 Lincoln Nautilus: From China With Love

Luxury First

While Cadillac pulls out all the stops with more intimidating and higher-performance Escalade models, Lincoln’s sole motivation is luxury—more specifically, traditional luxury. Sure, the company now offers darker, sportier-looking alternatives that largely get rid of chrome accents, but there’s no direct equivalent to the Escalade Sport, let alone the Escalade-V. The reason for that is because Lincoln is more about delivering maximum luxury and comfort in understated fashion.

Obviously, the cosmetic revisions for 2025 are quite tasteful and attractive. Then there’s the new 48-inch display across the dashboard, which the Navigator has borrowed from the smaller Nautilus. It sits at the base of the windshield and is surrounded by speakers, allowing both the driver and front passenger to access information quickly and easily.

As you can imagine, the interface is fully configurable, with apps and widgets that can be rearranged based on your needs and preferences. This is so much better than other vehicles that offer a passenger-side display next to the centre touchscreen. Graphic quality is unrivalled and for sure a huge selling point, here. Oh, and because the display is out of users’ normal reach, it will always remain clear of ugly fingerprints.

The touchscreen standing above the centre console gives you the ability to access and control most vehicle functions, unless you prefer to use the crystal-like rotary controller down low. As far as ergonomics are concerned, our only complaint comes from having to rely on touch-sensitive buttons on the steering wheel to adjust the side mirrors and steering column—a trick that reminds us of Tesla and allows designers to clean up the interior while saving money on physical controls. The non-circular steering wheel requires some getting used to, as well.

First Black Label Model in Canada

Not to be confused with the similarly named beer, Black Label refers to the pinnacle of luxury at Lincoln. In the U.S., various models are available in Black Label trim, offering the highest levels of luxury and personalization. The new 2025 Navigator is the first one in Canada to get the same treatment, boasting a more distinctive appearance inside and out along with impressive attention to detail.

Lincoln offers a variety of interior themes, with premium wood, copper, leather and metal accents blended through different colours. An illuminated grille with a unique mesh design, available 24-inch wheels and exclusive body colours also set the Navigator Black Label apart. All that for an extra $23,000.

We expect Lincoln to put a lot of emphasis on this top-of-the-line model as it looks to generate more profit. That being said, the Ultra model is very well equipped and quite classy with most of the same appointment options.

Although a little less spacious than the Escalade, the latest Navigator is available with heated and ventilated dual second-row captain's chairs featuring a massage function. For families that need eight total seats, the alternative three-passenger bench comes at no extra charge. One of Lincoln's distinguishing features is a palpable level of luxury and craftsmanship. That contrasts with the Escalade, which practically gives you the impression of sitting in the back of a Chevrolet Tahoe.

Let’s not forget the Rejuvenate feature, something that the folks at Lincoln as a revolution. It’s designed to help occupants relax through 5- or 10-minute sessions. The vehicle needs to be parked but still running (and burning fuel in the process) for it to work. You’ll be able to indulge in the sound of comforting music, in conjunction with the seat's massage function, beautiful imagery on the displays and the diffusion of a pre-selected fragrance, awakening your senses and putting your mind at peace.

Trusty EcoBoost

When it comes to the powertrain, the 2025 Lincoln Navigator has no reason to envy the competition. On the contrary, the turbocharged 3.5-litre EcoBoost V6 delivers more power than the Escalade’s 6.2-litre V8 (440 hp vs. 420 hp) in addition to 510 lb-ft of torque, resulting in quicker acceleration off the line and on the go.

What's more, it doesn’t even require premium gasoline. That makes a huge difference considering the Navigator achieves a combined 13.5 L/100 km. You’d save roughly $3.40 per 100 km or $680 annually based on our calculations. Yes, that’s only a tiny fraction of the vehicle’s price, but don’t you prefer to keep money in your pockets? Furthermore, depending on where you live, the smaller displacement means you’ll avoid paying a gas guzzler tax.

The Navigator's pleasant and powerful V6 is artificially amped to sound like a V8 from the driver’s perspective. Some people will like that, but others won’t. Meanwhile, we noticed a few hesitations when shifting gears, likely because the 10-speed transmission is tuned for fuel economy. By the way, the new 2025 model is actually 0.3 L/100 km worse than its predecessor. Don't you dare ask about a hybrid or electric variant—Lincoln sadly has no announcement to make in that department.

Ultra-comfortable and soundproofed like a recording studio, the Navigator offers a relaxed, uneventful driving experience. Stability is excellent, but the massive 24-inch wheels compromise the SUV's agility, even on the pristine roads of California. It's best to stick with the 22-inch wheels, which are also available in Black Label trim depending on the exterior combination you select. These ensure improved handling, particularly when using BlueCruise. This semi-autonomous driving system works great on mapped roads, but with the 24-inch alloys, it seems to require more frequent steering corrections when the road surface gets uneven.

Towing capacity ranges from 8,200-8,700 lbs depending on the wheelbase and rim size. True fact: very few Navigator customers tow more than twice a year, whereas a large majority of Ford Expedition owners tow more than five times a year. In other words, these two SUVs cater to different drivers.

Made in USA

The 2025 Lincoln Navigator is built in Kentucky, so it’s hard to tell how expensive it really is due to the 25-percent Canadian tariffs on US-made vehicles. For the record, the base price has increased significantly from 2024, now starting at $127,495 including freight and PDI. The long-wheelbase Navigator L costs $4,000 more, while another $23,000 will get you the Black Label package. Of course, the higher you go in the lineup, the heftier the luxury tax will be.

Will Lincoln manage to regain some market shares given that the Escalade and the Infiniti QX80 are also new or refreshed for 2025? Don’t scoff at the latter—while the Navigator now makes a stronger case than ever, it barely outsold the QX80 last year.