Cadillac doesn’t seem bothered by the Lincoln Navigator’s rapid success story, but to keep its Escalade customers in the family, the luxury brand rolled out a hefty incentive.
Bloomberg reported on Monday that Cadillac is offering a $10,000 discount for lessees of 2016 Escalades. The offer is $7,500 for current owners. The publication obtained a memo from General Motors showing the incentive is good through May 31 and a GM spokesperson said it’s an offer designed to “keep people in the family.”
The Escalade still outsells the Navigator, though there’s no denying Lincoln’s SUV is popular. On average, the new Navigator sits on a dealership lot for just 10 days. However, internal Cadillac data from February showed most Navigator buyers have come from Mercedes-Benz, Land Rover and Lexus. Meanwhile, average transaction prices continue to rise for the Escalade, which gives the brand wiggle room to discount the luxury SUV.
The Cadillac Escalade will have to soldier on for a couple more years before a next-generation model debuts. The next Escalade, due around 2020, will likely sport even greater differentiation from the Chevrolet Tahoe and GMC Yukon. It may also gain independent rear suspension.