2025 Lincoln Navigator starts at over $100K — is it worth the splurge?

The 2025 Lincoln Navigator has officially entered six-figure territory, making it significantly pricier than its predecessor and competitors alike.

With the elimination of the entry-level Premiere trim, the Navigator now starts at a staggering $101,990, marking a steep price hike of over $15,000 compared to the 2024 model. But for all that extra dough, what exactly are you getting?

Six-figure sticker shock

This year marks the first time that Lincoln's flagship luxury SUV starts at over $100,000, which certainly sets it apart from many other full-size luxury SUVs.

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The elimination of the entry-level Premiere trim has left the Reserve model as the new entry point. While the 2025 Navigator Reserve starts at $101,990, stepping up to higher trims, such as the Jet Appearance Package or the top-of-the-line Black Label, will cost you even more — up to $129,335 if you opt for the long-wheelbase Black Label Special Edition.

But what exactly justifies the $15,000 price bump? Lincoln has made notable improvements, including the addition of a 48-inch panoramic display, a new two-piece tailgate, and the suite of driver assistance tech, BlueCruise, which is available as standard.

The Navigator is also equipped with a 28-speaker Revel Ultima 3D audio system, designed to create a more immersive cabin experience. From our experience, the Revel Ultima system is excellent and we look forward to checking it out in the 2025 Navigator.

What do you get for the money?

The 2025 Lincoln Navigator Reserve is no bare-bones model. For that eye-watering price tag, you get a generous list of standard features, including the expansive 48-inch display, a panoramic vista roof, and Lincoln's Premium Connectivity service, offering four years of complimentary AT&T-powered WiFi. Ford's BlueCruise Level 2 hands-free driving assistant also comes as standard, allowing for a more relaxed highway driving experience which is great for road trips!

Another standout feature is Lincoln's "Perfect Position" front seats. The driver enjoys 24-way adjustability, while the front passenger has 22-way adjustability, both with heating and ventilation.

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The second-row passengers aren’t forgotten either, as they get heated seats, although with fewer adjustability options.

The Navigator like the Nautilus features a "digital scent" system, which Lincoln claims adds to the "spa-like" atmosphere inside the vehicle. Having personally tried it in the all-new Lincoln Nautilus, I really enjoyed it — helps keep the cabin smelling fresh without being overbearing.

The lineup

The 2025 Lincoln Navigator comes in multiple trims, with the Reserve as the new base, followed by options for the Jet Black Appearance Package, Black Label, and Black Label Special Edition.

Here's how they break down:

Reserve $101,990

The new base trim includes standard AWD, the 48-inch panoramic display, and Lincoln’s suite of driver assistance features, including BlueCruise. Interior luxuries include the 24-way “Perfect Position” front seats and heated and ventilated seats for the second row.

Jet Black Appearance Package ($104,990)

Adds a distinct aesthetic upgrade with blacked-out exterior details, making it a solid choice for those who want a bolder look on the road.

Black Label $118,490

This ultra-luxury trim includes additional customization options with exclusive color schemes and upgraded leather interiors, along with features like third-row heated seats, rear-seat entertainment, and Lincoln Embrace ambient lighting.

Black Label Special Edition $126,340

For those who want the top-tier experience, this trim includes 24-inch ebony wheels, black beltline molding, and unique bumpers and grilles. However, note that it doesn’t allow an all-black exterior due to its two-tone design limitations.

Under the hood

The 2025 Navigator sticks with a twin-turbocharged 3.5-liter V6 paired with a 10-speed automatic generating 450 horsepower and 510 lb-ft of torque. While not a radical upgrade from previous models, the powertrain should provide robust acceleration and plenty of towing capability for its class.

How does it stack up to rivals?

In the full-size luxury SUV segment, the Lincoln Navigator finds itself in a competitive space, going up against heavyweights like the Cadillac Escalade, Range Rover and Infiniti QX80.

While the Escalade starts at a more wallet-friendly $87,595, the four-wheel-drive version that is comparable to the Navigator still undercuts it by nearly $10,000, at $92,590.

If you're looking for the most "budget friendly" option, the Infiniti QX80 might be worth a look at $84,445. However, it's a bit lacking in comparison to the Escalade and Navigator from both a tech and build quality perspective.

Final thoughts

The 2025 Lincoln Navigator offers several substantial upgrades, but its steep price bump may leave some questioning whether it’s truly worth it.

The tech upgrades are certainly enticing, especially the new panoramic screens that span the dash — an impressive touch that’s bound to catch attention. But as for quality, that’s another question.

While the Navigator has always delivered on luxury, in terms of leathers and woods, the Mercedes-Benz GLS and Range Rover have historically set a higher standard in terms of fit and finish.

I haven’t been inside the new Navigator yet, but I’d expect that gap to remain, given Lincoln’s typical focus on comfort over meticulous craftsmanship.

For those drawn to Lincoln’s approach to American luxury, the Navigator might still hold strong appeal. Only time — and the market — will tell if Lincoln’s new strategy pays off.

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