Lincoln Navigator a restyled Expedition for a lot more

Back-to-back test drives of Ford’s Expedition and Lincoln’s Navigator proved both are extremely comfortable, luxurious large sport-utility trucks, but also highlighted the folly of marketing.

These were close to identical trucks, both loaded with technology and luxury touches, the Ford being the near top-end King Ranch edition. Only an Expedition Platinum exceeds it in price and goodies.

The Lincoln comes in but one trim, but starts about where the King Ranch edition stops for price. The prior week’s Expedition was $64 grand, and the Lincoln started at $65,055 with a $995 delivery fee, about $200 more than the Ford’s delivery fee. Both are made in the same Louisville, Ky., factory.

Here’s the folly, to me, of two brands offering the same vehicle under different name plates. Since the King Ranch and Platinum models cost as much as the entry-priced Lincoln there’s too much overlap, not enough differentiation. Once the Lincoln added a few options, such as a $995 sunroof, and $6,550 package that included larger tires and wheels (which the King Ranch had) and the fancy Lincoln Drive Control, it hit $73,895.

To me that’s almost $10 grand more, for the same truck, except the sunroof and Lincoln Drive Control. That feature uses sensors to allow the suspension, electric power steering and other vehicle dynamics to interact and create a comfortable ride. It also includes noise dampening, which helped keep the cabin quiet. But then the Expedition was no slouch in those areas either. Continue reading 2015 Lincoln Navigator 4×4 →