The image you have of Lincoln in your head is likely wrong. While Ford’s luxury brand has sold to a decidedly older audience for decades, the automaker’s clientele is skewing younger as time goes on. The Navigator, Lincoln’s flagship SUV, is especially exciting, with buyers trending well below the retirement age.
We get it. After decades of cars like the Mark VIII and the frumpy early versions of the Navigator, it’s easy to believe that Lincoln only sells mothball-scented cars to silver-haired snowbirds in Florida and Arizona. However, as it turns out, that’s not entirely true.
As Ford Authority reports, Lincoln Navigator Marketing Manager Laura Clark noted that the full-size luxury SUV attracts people in their late 40s and early 50s. The standard Navigator draws buyers with an average age of 52, while the top Black Label trim sees buyers with an average age of 48.