Cadillac targets Lincoln, offers $10000 discount on 2018 Escalade SUV

Ceria Alfonso
Abril 17, 2018

There's no doubt that if you're into giant, American luxury SUVs, 2018 is a good year.

The Cadillac Escalade has long dominated the Lincoln Navigator on the sales charts, but that's no longer the case following the Navigator's most recent redesign.

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When Cadillac unveiled the fourth-generation Escalade in 2015, it was competing against a dated Lincoln offering. Demand for the Navigator has skyrocketed 63 percent year-over-year, although the Escalade still significantly outsells its Lincoln rival. It still offers that discount to would-be Escalade owners if they now own any 1999 or newer Lincoln product. That's a particular group of customers; however, considering leases last a couple years, the targeted discount makes sense. The big discount runs through May 31, according to a memo GM sent dealers. The segment is known for prices that can reach six figures, which give both automakers the ability to offer discounts while still keeping the vehicles profitable.

"GM is trying to keep Escalade buyers out of Navigators, for sure", Schuster said in a phone interview. Last November, Cadillac offered current Lincoln owners a $5,000 discount if they traded in their 1999 or newer Lincoln for a Cadillac Escalade. In the end, it'll be great for consumers.

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