Lincoln's Prince of a Navigator

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Detroit seemed to have forgotten that crucial detail for several years but now, finally, is reversing course. The main reason, of course, is that Toyota (TM) and Honda (HMC) figured out long ago that good interior fit-and-finish, combined with a reasonable sticker price, is a more effective tool for selling cars than massive horsepower.

Like GM, Ford is beginning to upgrade its insides. The Ford model line is developing an interior design language across its products but Lincoln, because it is more upscale, looks different. The look is less "industrial" than Ford's, with an emphasis on a more sophisticated style, including wood veneers and better quality plastics. Is it as nice as a Range Rover's interior? Not even close—but then the Rover starts at around $76,000, or nearly $20,000 more than a fully loaded Navigator (including the power running boards, rear-seat DVD player and 20-in. chrome hubcaps.) Of course, both Rover and Lincoln are owned by Ford and presumably Ford doesn't want the two vehicles to compete for the same buyer.

That being said, the Lincoln's interior is a big improvement over previous models. What is also improved is the vehicle's suspension, which offers a new rear multilink version for a smoother ride. Handling is also better, thanks to the new AdvanceTrac electronic stability enhancement system that modifies braking and engine power.

After the plushness of the interior and ride—which, after all, are Lincoln hallmarks—we come to the matter of the engine. The 5.4-liter 300-hp V-8 is still underpowered when compared with the Escalade's 6.2-liter, 403-hp V-8. Nor is the fuel economy worth bragging about. The two-wheel-drive Navigator gets 13 miles per gallon in the city and 18 on the highway, and the two-wheel-drive Escalade gets 14 and 18 respectively, according to the Environmental Protection Agency. The EPA does not rate the four-wheel-drive version of the Navigator.

Buy It or Bag It?

I liked the Navigator very much and was not as put off by its inferior horsepower as some buyers might be. The piggish fuel economy is a concern, though, but then again other luxury SUVs fare about as poorly.

I guess the question comes down to who sees themselves driving a Navigator. Although it is not as blinged-out as the Escalade, it certainly isn't what one would call subtle. And yes, it is extremely comfortable and quite roomy, but so are plenty of other SUVs of this size. In fact, the Chevy Suburban is just as comfortable, much larger, less expensive, and offers comparable fuel economy (see BusinessWeek.com, 3/30/07, "Chevy's Suburban Angst").

One of the other places where the Navigator offers a distinct advantage over the Escalade is in price. Lincoln gives it an MSRP of $48,755, while the Caddy starts at $54,500. Fully loaded, the Navigator's Ultimate 4x4 version costs $50,655—before options—and the Escalade ESV is $59,470. Compared to the much more expensive Porsche Cayenne or the Range Rover—even the Lexus LX470 and Infiniti QX56 cost more—the Navigator is the best-priced SUV in its class.

The problems that plague the Navigator today are the same that they have always been: muddled brand image and a need for a more powerful engine option. In many ways, this is a problem across Lincoln's entire brand line (see BusinessWeek.com, 12/12/06, "Saving Lincoln"). The company has been struggling with its luxury identity, and new models like the MKZ and MKX haven't exactly been flying out of the showrooms.

If Lincoln can fix these problems, then there is no reason why the Navigator shouldn't see a surge in sales. Now, if it were to offer a hybrid version it would probably beat the pants off the Escalade…

Click here to see more of the 2007 Lincoln Navigator.

Charles DuBow is director for new products at BusinessWeek.com .