Cadillac is partaking in some targeted incentives as Lincoln launches the all-new Navigator luxury SUV. Just as the SUV begins to arrive at dealerships, General Motors’ luxury brand issued a $5,000 incentives towards the purchase of a 2018 Cadillac Escalade. The incentive directly targets Lincoln owners trading in a vehicle from 1999 or newer.
Bloomberg obtained a copy of the incentive memo and reported the news on Tuesday. A GM spokesperson confirmed its authenticity and said, “I don’t know that this will hurt their launch, but it is a way for Lincoln customers to step up into something more meaningfully luxurious.”
The $5,000 comes directly off the 2018 Cadillac’s MSRP, which starts at $73,995. Additionally, buyers can apply the incentive with other discounts on the luxury SUV as well. Per the report, average incentives for the Escalade hovered around $4,000 last month.
Clearly, GM sees the Navigator as a threat in a segment the automaker often dominates. Ford will also roll out the all-new Expedition SUV to challenge the Chevrolet Suburban and GMC Yukon XL. New GM SUV models aren’t due until around 2020.