Many may be surprised by which Ford vehicle is being sold faster than the company can even make them.
It’s the $90,000 Lincoln SUV that the company is having a hard time keeping up with the demand with.
It was only since this past November that the company had been rolling out 2018 Navigators to dealerships and it’s already straining to produce enough vehicles said Ford executives.
Though the car makes up a tiny piece of Ford’s total sales, the company is still struggling to keep up with the demand for them.
The vice president of U.S. marketing Mark LaNeve remarked, “We could have sold a lot more in January if we had had them.”
An updated design may be the reason for why people are scrambling to buy this expensive SUV.
Kelley Blue Book analyst Rebecca Lindland told CNBC that this is the first redesign Ford has done on the vehicle in a decade.
“The previous Navigator was fine, but it was nothing like this,” she said. “This is a really gorgeous truck.”
“Cadillac had owned that spot for years,” Lindland said, “and now Ford has come in and is a fierce competitor.”
Disclaimer: We have no position in Ford Motor Company (NYSE: F) and have not been compensated for this article.