As Lincoln Rolls Out New Navigator, Cadillac Offers $5,000 Incentive On Escalade9
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.
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From an interior standpoint, the new Navigator looks much more luxurious and premium then the Escalade. The outside however will be Lincolns issue. In my opinion the Escalade wins the exterior battle but not the interior battle. It is rather comical that GM/Cadillac who for the longest time laughed at Lincoln seem to be a bit concerned by offering this big rebate.
Possibly a good idea by Cadillac, but I wonder if existing Cadillac owners will be upset that the $5k rebate only goes to existing Lincoln owners. And – is Cadillac saying that the Escalade is now a “Value SUV” instead of just a great SUV? The rebate might make the Navigator look better overall, for those who are following this.
It also makes me wonder if anyone would buy a cheap 1999-2003 Lincoln (some of which can be had for under $2k) to flip for the $5k from Cadillac.
You’re right! Cadillac is clearly Pulling out the value card, as they realize Lincoln has gone above and beyond their expectations and delivered a genuine, world-class luxury SUV that is more than capable of stealing sales from the ‘Slade! Customers willing to drop this kind of cash on these rigs, however, aren’t likely to be suaded by a measly $5000 incentive; maybe that’ll work for the bargain luxury car buyers, but not the high rollers who normally purchase high-end luxury cars.
This also puts to rest any notions that Lincoln doesn’t effectively compete with Cadillac! Sure Caddy has the more “exciting” lineup with its non-sellable “sports sedans”, but their core selling products are the more plebian, corporate GM parts bin littered Escalades, XT5, and XTS sedans! So this tells me that’s where Caddy ought to be keeping their focus! Its true competition is right here in their own backyard! Not only across the pond!…..
Wise move by Cadillac! The new Navigator has been garnering quite a bit of praise from the press! Even Motor Trend is calling it the new standard in full-sized luxury SUVs! Lincoln surely brought their A-game with this one! Can’t wait to see what Cadillac has in store for them with the next Escalade!
These only thing missing out these escalade and gm’s suv’s are new chassis/engineering.
Cadillac must really be worried to come out with this 5g offer as soon as the Navigator hits the dealerships . Ford execs must be patting each other on the back as this clearly looks like Cadillac is worried .
Of course there is going to be enthusiasm with a new competitor to Escalade , but this move just doesn’t look good .
Interior appointments on the Navigator looks luxurious but the exterior is no match for the Escalade . I would bet we see a mid-year refresh from Cadillac , special editions or extra trim pieces or wheels .
They were putting incentive on these escalade before these new navigator came out,being a older model.
Is Cadillac worried, I don’t think so. Cadillac has a lot tech, and them some, only thing Lincoln navigator has over these Cadillac escalade, is being a brand new suv.
5000 grand off ? Peanuts.
I got my New Caddy with almost 20 grand off MSRP.
And if you pick up a one year old one , it would probably be evren cheaper