2025 Lincoln Navigator Is Now A $100,000 SUV

Lincoln dropped pricing for the new 2025 Navigator this week. If you’re interested in the full-size luxury SUV, be prepared for a bit of sticker shock; including a $1,995 destination charge, the ’25 Navigator starts at $101,990. If you want the long wheelbase version of any trim you’ll need to tack on another $2,990.

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This isn’t the first time the Navigator has broken that six-figure mark; mid and Black Label trims of the outgoing generation could easily fetch that high a price. This is the first time that pricing has started at that six-figure mark.

2025 Lincoln Navigator ReserveImage: Lincoln

Pricing starts with the base Reserve trim. Don’t let the fact that it’s the “base” trim fool you, as it’s extremely well equipped. You get standard features like a suite of driver assist tech, 28-speaker Revel Ultima 3D audio system and more. What isn’t standard is color choices. Aside from black (which Lincoln calls Infinite Black Metallic) all five of the other exterior colors are $750 and, aside from a $570 tow package, 24″ wheels for $3,000 and a $2,050 second row captains chair option, there aren’t any big option packages for the Navigator Reserve.

2025 Lincoln Navigator Jet Appearance PackageImage: Lincoln

The next trim up is $104,990 Navigator with the Jet Appearance Package which is essentially a blackout package for the exterior. Things like the front grille, wheels and headlights are all either black or darkened. Aside from the exterior trim, the big difference with the Jet Appearance package is the availability of five exterior colors instead of six, and only one 22” wheel option.

2025 Lincoln Navigator Black LabelImage: Lincoln

The last trim of the Navigator is the most expensive money can buy: Black Label. It starts at $118,490. With Black Label, buyers have the option of choosing from one of three distinct interior themes: Atmospheric, Enlighten and Invitation. Each one comes with unique colors and trims. There’s also other little perks like free car washes at the dealer, a premium maintenance plan for four years or 50,000 miles and a President’s Club membership with Avis. The most expensive option on this trim — aside from two $2,000 exterior paint colors — is the $7,850 Black Label Special Edition package that gets you more unique exterior trim like a two-tone roof, badging and front facia trim.

2025 Lincoln Navigator Black Label Long WheelbaseImage: Lincoln

Loaded out, the new Navigator is one pricey machine. You’re looking at over $134,000 for a loaded Navigator Black Label Long Wheelbase. At this price, it’s playing against some serious contenders like the Range Rover and the Mercedes GLS. If you can afford it, Lincoln says order banks for the Navigator open Thursday before they start to arrive at Lincoln dealers across the country in spring 2025.