Cadillac Escalade gets $10000 discount to fight the Navigator

Remigio Civitarese
Aprile 17, 2018

You have the Cadillac Escalade and the Lincoln Navigator to choose from, depending on your stylistic preferences.

When Cadillac unveiled the fourth-generation Escalade in 2015, it was competing against a dated Lincoln offering. Redesigned for 2018, that model poses a serious threat to Cadillac's decade-plus dominance of the full-size luxury SUV market.

The all-new Navigator was named 2018 North American Truck of The Year and Lincoln is investing millions to increase production by 25 percent in order to keep up with demand. Owners and lessees of different model-year Escalades qualify for a $7,500 incentive. It still offers that discount to would-be Escalade owners if they now own any 1999 or newer Lincoln product. The big discount runs through May 31, according to a memo GM sent dealers.

"GM is trying to keep Escalade buyers out of Navigators, for sure", Jeff Schuster, an analyst at LMC Automotive, told Automotive News by phone. If Navigator sales continue to gain on the Escalade, look for both automakers to entice customers into their showrooms in hopes of outselling one another. Last November, Cadillac offered current Lincoln owners a $5,000 discount if they traded in their 1999 or newer Lincoln for a Cadillac Escalade.

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