The 2015 Lincoln Navigator: Where They Went Wrong

"Bullitt417" (Bullitt417) 01/27/2014 at 10:00 • Filed to: SUV's; Truck Yeah

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I don't remember much of the Matrix trilogy. That's not for any reason other than the fact that it has been about 6 years since I've watched any of the movies. Instead, I remember particular scenes from the trilogy that gives me an overall gist of the plot. For me, one of the more memorable scenes came from the first film; it wasn't anything crazy as far as filmmaking goes. Simply, it was that black Lincoln Continental driving through the rain and stopping. Then watching the suicide door swing open to throw whatever that creepy stomach robot was out of the car—Like I said nothing special, but that Lincoln always stayed in my mind. I was sold on the brand. Around the same time as that movie, Lincoln introduced the LS. It was classy and sharp looking. Even cooler was it beat the BMW 3-series at its own game.2003 came and Lincoln introduced the redesigned Navigator, a design that in my eyes has aged much better than the current generation. It even had my first introduction to power running boards, which I thought was the coolest thing ever (a feature not available on the 2003 Expedition my parents bought). Lincoln was on a roll. Now, fast forward ten years… "What the hell happened?"

The answer to that question is long and winded and varies on who you ask. The short version is a parade of uninspired vehicles. Ford forgot the point of Lincoln and is now struggling to put it back on track. To be fair though, "What happened" isn't the question I want to answer, mainly because it doesn't matter. Ford is trying to forge a new path for Lincoln and the latest products have shown promise. The MKZ, while a bit polarizing, gave a new look for Lincoln and proved that you can make two cars built on the same platform look different, even if they drove the same (the MKZ's Achilles' heel). The follow-up, the Lincoln MKC, is a crossover that I am truly excited for, sporting a unique look separating it from its Escape brethren. More importantly, it sports a unique engine to the brand platform and an adaptive suspension called continuous controlled damping (CCD). For the first time Lincoln is getting the features and attention it deserved. Enter the 2015 Navigator…

Short version; It is a disappointment. In fact, the idea that Ford decided a mid-cycle refresh was all that was required for the seven year old platform in the Navigator and its Expedition brother is disappointing all on its own. And while I understand that both vehicles only account for about 50000 sales annually, I have serious doubts that the platform will remain competitive for another 7 years. However, such is life, and with 4-dollar a gallon gas, I understand the choice made by Ford. Anyway, let's look at this redesign.

The Exterior:

It's a nose job. The middle section of the SUV is exactly the same, which means it looks exactly like the current Navigator, which looks exactly like the middle section of the current Expedition. This is a problem for a brand that is desperately trying to show the world they are not rebadged Fords. What about the nose you ask? Well it's not terrible, incorporating the grill from the MKC expanded to fit the larger SUV. The lower grill isn't half bad either. The problem though, is that there is no bumper shaping that separates the two. They grills are in the exact same plane, giving the Navigator an unfortunate copy/paste look to it. It's the same problem (among others) that the MKT has. There is no definition in the front of the truck. It's the same story in the back, with a bumper that seems too small for the rest of the truck. Design wise, it looks like a 2004 Lincoln Aviator and a Dodge Durango had a regrettable one night stand… seriously it even looks depressed.

And while I think the overall look is better than the outgoing model, the reality is that the MKZ and MKC have shown us that Lincoln can create their own designs on an existing platform. That fact that there isn't a bigger change for the Navigator is just disappointing.

The Interior:

Interiors are a bit hard to really change on a mid-cycle refresh. The problem is that you have to keep the same interior mounting points and installation techniques as the current model. Still, without a doubt, there is much improvement here. The dash went from a pseudo-80's retro with square gauges to the current MyFord MyLincoln Touch suite of technologies (though somehow, even with an 8" screen, it looks tiny in that dash—this would've been a great opportunity for something unique, like a 10" HD screen). The new dash shape even has a touch of Bentley Continental to it… if you squint while looking at the sun. Luxury trimming such as Ziricote wood and Wollsdorf Leather have also been added, which sounds comfortable just typing it. However, it has already been noted by publications, that they are combined with the hard plastic door and dash trim of the current model, an overlook that in my opinion is just plain sloppy.

Personally, I have two major complaints. The first are the seats. They have the exact same stitching pattern as the current model, which coincidentally, is the exact same stitching pattern found in the current Expedition Limited my parents own. Why not match the stitching pattern of the MKC? It's unique to the brand and helps with that design cohesiveness that everybody seems to love. This extends to my second complaint: MyLincoln Touch. Usability issues aside, it is a very powerful system. But, if I can tell from the press photos that it is the exact same system used in every other Ford, I don't want it in my Lincoln. Even if you kept the exact same features and user input steps, it shouldn't be hard to give Lincoln a slightly different layout or color scheme to differentiate the two. Using it across the entire Lincoln line-up would more than pay for the development and help make the Lincolns feel separate.

The Features:

Many of my complaints have centered on differentiating Navigator from its Expedition brother. And like the exterior and interior reviews, it is a mixed bag here too. We know the Navigator will get the top range Ecoboost V6 engine from the F-150 while the Expedition is expected to get the 5.0L V8. And while the power figures are nice, Lincoln is taking a risk marketing a V6 with the competition (Escalade) running a huge V8. Those fuel savings better be massive. We also know Air suspension is available again, though this is far from a game changer as it is also an option on the current Expedition. A drive Control System has been fitted using continuously controlled dampers like the MKC. If this is a Lincoln only feature, it could provide some of the differentiation that the Navigator sorely needs. Sadly, beyond a set of available 22" wheels, that's pretty much it…

Conclusion:

The Navigator is Lincoln's third model in their supposed resurrection. They had a shot to make it great: they missed. It feels half-assed. Not helping matters is the fact that Lincoln decided that the first upgrade to the Navigator in 7 years didn't warrant a reveal at an Autoshow. It's as if even they realize this isn't the type of attention they want. That's a problem because Lincoln needs to stand tall. They need to blow our minds. Even if they had lost money on the redesign, it would've been worth every penny to do this SUV right. The Navigator was once Lincoln's most popular model. It is the reason the Escalade exists. Yet somehow, even after the lessons learned with MKZ and MKC, this is what Lincoln gave us. I recognize that full-size SUV's are barely a market anymore, but simply put; they needed more than a dolled up Ford Expedition.

spanfucker retire bitch > Bullitt417 01/27/2014 at 10:03

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Where they screwed up is pretty simple. Despite being one of the oldest platforms used in any modern vehicle, they decided to just do a simple face-life - like this was some platform that was only a couple years into its life - instead of releasing it on a completely brand new platform generation. Like you said here:

In fact, the idea that Ford decided a mid-cycle refresh was all that was required for the seven year old platform in the Navigator and its Expedition brother is disappointing all on its own. And while I understand that both vehicles only account for about 50000 sales annually, I have serious doubts that the platform will remain competitive for another 7 years. However, such is life, and with 4-dollar a gallon gas, I understand the choice made by Ford. Anyway, let's look at this redesign.

JR1 > Bullitt417 01/27/2014 at 10:19

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An argument can be made that they did not rebuild the Navigator from the ground up because "It's a dying market." Ford (Lincoln) need to reconsider their approach on the navigator altogether. The big luxury SUV market certainly is not going to die out anytime soon. It needs to be as spacious and luxurious as a executive limo.

Look at the interior of the new Land Rover. The damn thing could rival the new S-Class. If Lincoln wants to reinvent the Navigator with a simple face lift fine by me. They must make the interior so extravagant however that it makes the Escalade look cheap. I can excuse a lack of imagination on the exterior (which doesn't look horrible) if and only if they start making interiors to rival that of Land Rovers/Mercedes. That is how they need to retake the market. And to hell with the price. Make the Navigator great!

505Turbeaux > JR1 01/27/2014 at 10:25

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all of this

getchapopcorn > Bullitt417 01/27/2014 at 10:30

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I honestly didn't even realize they were still making the Navi. Much to my disappointment, I see countless escalades everyday, though I cannot remember the last time I even saw a navigator that wasn't made in the early-to-mid 2000s. That interior is miserable — although I have to say that I prefer the inside of the Tahoe LTZ to the escalade.

MontegoMan562 is a Capri RS Owner > Bullitt417 01/27/2014 at 10:35

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While I can agree with some of your points...I disagree with quite a few as well.

The "dolled up Ford" line is getting pretty tired. Especially when no one calls out the Escalade for being a "dolled up Chevy/GMC"...because that's what it is.

I'm proud of them for the engine option, I think it stands out from the crowd, they did something different with it.

I get that the mid-section of the truck is unchanged...that sucks but its a refresh they can't change the A/B/C/D pillars.

The interior looks REALLY nice and to be honest if you're hung up on the stitching pattern you're already in trouble. The idea of a 10" screen is smart. I think that would have been a cool upgrade.

Also I think the exterior looks great compared to the outgoing model and blows away the Escalade. Which is hard for me to say because I love what Caddy has been doing.

Bullitt417 > MontegoMan562 is a Capri RS Owner 01/27/2014 at 11:30

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I definitely understand how the "dolled up Ford" line is overused. I myself get annoyed when its used because I believe Lincoln is unfairly targeted with platform sharing. At the same time that was my point— With Lincoln finally making strides to differentiate itself more from Ford, the face lift doesn't seem like enough. This also has a lot to do with the current generation design (2007-present) which had both more similarities between both SUVS than the 2003-2006 generation did.

I was only hung up on the stitching because it was the same pattern. I have no doubt the seats will feel luxurious. But while they feel luxurious, they look like the Ford which will be ten grand cheaper. A simple stitching pattern could've changed that perception.

I like the exterior. I just felt the front could've used more definition. Think Range Rover, BMW and Mercedes: they all have a more defined front bumper which helps add proportion to the nose of those trucks. That's just my opinion though.

Buran > Bullitt417 01/27/2014 at 11:34

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I agree: it's the nose job. That thing is HORRIBLE. What were they thinking? Their cars already look like baleen whales, and calling a car a whale is not a compliment given the kind of insult that word means when it's applied to how a person looks.

I still remain baffled as to why a designer would take a lovely design and then replace a grille that makes sense with an ugly one, sometimes even literally stretching the ugliness to force it onto a design that was created without it and looked far better without it.

As long as Lincolns look like that, I can't bring myself to even consider them, which is a shame because Ford has some beautiful cars. I love the Escape and the Fusion.

Ugly whale. Barf.

Not so bad. Turn signals, headlights (reflectors? in 2014? really?) and lower grille could use a little work, but overall, quite nice.

Buran > MontegoMan562 is a Capri RS Owner 01/27/2014 at 11:36

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Maybe the line's getting tired — but it is what it is. Literally. I also think the criticism of "this thing still hasn't been changed and it's X years old" is fair, given that kind of SUV has been on the wane for a long time and Ford really, really needs to change the thing to remain competitive. And yet, it has the chance to improve it and doesn't except for slapping new looks on the thing?

People are going to see right through that and continue buying other vehicles.

Bullitt417 > JR1 01/27/2014 at 12:21

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I can definitely agree with your assessment. If they stop looking at the Navigator as the volume vehicle it was, and instead turn it into something more premium, they could probably make the same money while elevating the brand persona. The idea is to price it right. As of now, I don't know how many people are willing to drop 100K on a Lincoln... even if it is nice.

Bullitt417 > getchapopcorn 01/27/2014 at 12:24

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Apparently they have sold about 8000 a year for the last five years tho the 25K a year or so of the previous generation. To be fair though, this design came out and the world economy collapsed so its not entirely Lincolns fault for lack of sales. At the same time, I think the interior just needs to loose some of its more familial ties.

MontegoMan562 is a Capri RS Owner > Buran 01/27/2014 at 12:25

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Well if you apply it to Lincoln you damn well better apply it elsewhere or its bullshit. I don't mind it being said if you say the same thing about the Suburban/Yukon/Escalade. People bitch about Lincoln and don't even realize that GM is doing the same thing but WORSE because they have 3 of them instead of two!

It's a refresh not a full build, that gives them an option on some interior upgrades (accomplished) and a new front and rear face and engine, thats about it.

did all of those things. They'll probably do a fully new one in another year or two depending on sales popularity.

MontegoMan562 is a Capri RS Owner > Buran 01/27/2014 at 12:26

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Wow, i think the MKC looks way better then the focus on steroids.

Bullitt417 > Buran 01/27/2014 at 12:27

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Well, I agree with you to a point. The current grill on the MKS and MKT do look like whales. This more chiseled look that is found on the MKZ and MKC is now the Navigator is nicer imo. I also happen to be a huge fan of the MKC, though I admit that from certain angles it looks a bit odd. I'm hoping that changes when I see it in person.

You are definitely right though. Ford has some great looking cars.... Lincoln is still finding the right language for theirs. I was hoping each iteration was going to get better and better. I just didn't see the improvement from the MKC to the Navigator that I was hoping. If you can make it look good on something that big, it could definitely have translated to the smaller cars.

JR1 > Bullitt417 01/27/2014 at 13:15

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I agree with you 100k is a lot but its a worthwhile risk to elevate the brands persona (which might be one of the worst in the business). They are slowing dying with the current lineup and "refreshers" like this won't help. A shock factor certainly would.

Buran > Bullitt417 01/27/2014 at 13:58

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The MKC isn't that bad... among Lincolns. It's still a horrible design.

I think the Navigator looks horrendous. What were they thinking ? I've seen that design compared to Jaws. I think there's a lot to that.

Buran > MontegoMan562 is a Capri RS Owner 01/27/2014 at 13:58

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Which car is Focus on steroids?

Buran > MontegoMan562 is a Capri RS Owner 01/27/2014 at 14:00

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Oh, I do poke fun at all of them for doing it, but I also thought that the way the comment was worded, it picked out Lincoln more than other makes.

As for the upgrade — why even bother? Just do the full redo and be done with it, and if it still doesn't sell, kill it entirely.

MontegoMan562 is a Capri RS Owner > Buran 01/27/2014 at 14:06

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Technically both, same platform hahaha. but I have always thought the Escape just looked like someone gave the Focus injections.

MontegoMan562 is a Capri RS Owner > Buran 01/27/2014 at 14:06

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Gota keep it fresh!

and as long as you pick on everyone the same it's cool.

Xentron Holy Reaper of Worlds > Bullitt417 01/27/2014 at 14:49

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!!! UNKNOWN CONTENT TYPE !!!

Everywhere.

Bullitt417 > JR1 01/27/2014 at 16:14

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That was exactly my argument. You just introduced two brand new products and recognize that you need to change your brand perception. What made you think a refresher was ok?

Buran > MontegoMan562 is a Capri RS Owner 01/27/2014 at 17:16

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Ah! I thought you were saying that Mercury had a gussied-up Focus.

Come to think of it, would that really be such a bad thing? Especially if they also did the five-door? As long, of course, it doesn't look like a whale.

MontegoMan562 is a Capri RS Owner > Buran 01/28/2014 at 09:20

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Well, being the resident Mercury guy...

It would be a great thing, but they'll never be back, which is sad for me.

If you're referring to Lincoln having one, I don't see that happening ever. I think it would be a great idea though, it would allow them to have a good car in the sub 30k market, and there's a lot of Lux cars that start at 29,999 with Lincoln's MKZ being their "entry" at 34,999.

Buran > MontegoMan562 is a Capri RS Owner 01/28/2014 at 12:04

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Wow, I missed that typo. Oops! I think my inner space buff got through somehow and threw a Mercury capsule at my head mid-sentence or something.

It could maybe happen, though. After all, Acura's done a Civic redo for years in Canada and they now sell it in the US as well. I'm not sure how well it sells, though.

With the average new-car selling for around $30K, I think they could definitely make a go of it.

MontegoMan562 is a Capri RS Owner > Buran 01/28/2014 at 12:07

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It seems like a natural move to do a MK(F?) (FOCUS?) for 27,999, i mean you can get a Focus ST around 25k so put the Focus ST with an auto option for boring luxury people and the interior ripped out of the new MKC and should be set. It also gives them a car for sale for less money then a Caddy.

Buran > MontegoMan562 is a Capri RS Owner 01/28/2014 at 14:30

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I think that could work. Sadly, they'd probably make that look like a whale, too.

MontegoMan562 is a Capri RS Owner > Buran 01/28/2014 at 14:34

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I know you think it looks like a whale, I really think the MKC and Navigator have a great front end on them.

Buran > MontegoMan562 is a Capri RS Owner 01/28/2014 at 14:43

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Oh, I know some people like it, or it wouldn't be there. I just can't get used to it.

ocbrad1 used to be iamhoff but is now just wandering around > Bullitt417 01/28/2014 at 17:54

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Pretty much spot on. I was disappointed in the realization it was only a refresh...of a 7 year old platform, but with the F-150 going to an entirely new platform/body/interior, they couldn't be expected to pull off a full clean-sheet Navi/Expedition at the same time. Still, I think they did a decent job on the front and rear clips. My big beef is with the interior. Yes, the hard points for the dash can't really change, but they can certainly redesign the structure of the dash to fit within those hard points, vent systems, etc. Add some curves beyond simply rounding off the corners of the IP binnacle. Upgrade some of the plastics. And yes, a larger screen for the My Touch system would make complete sense. The powertrain change is a welcome one, both from the tech perspective as well as differentation from the Expedition. We'll see if it's enough. If sales don't completely tank, my hope is for a clean sheet for MY 2018.