Lincoln was once a brand known for exquisite luxury sedans, but today it’s all about SUVs. The company just announced the 2025 Lincoln Navigator at Monterey Car Week, and while it claims the vehicle invented the premium full-size SUV category, Lincoln hopes to reinvent it yet again.

This is an important launch for Lincoln, as the Navigator is the flagship of Ford’s luxury brand. It comes at a time when everyone is vying for a piece of the luxury SUV market, with some more successful than others.

As you might expect, the new model is all about technology and style, but the basic principles are still solid. Let’s take a look at what the new Navigator has to offer.

A literally four-foot screen

As a full-size SUV, the Navigator – which now comes standard with illuminated emblems – promises to be as spacious and comfortable as ever, offering seating for up to eight depending on configuration. Lincoln has made sure luxury extends beyond the front row, too. Second-row passengers can enjoy power-adjustable seats with heating, ventilation and massage settings. Even the third row can be equipped with heated seats, which is sure to make group trips to the ski resort more comfortable than ever.

Still, these days, it’s not enough to just put a few heated seats and a sunroof in a vehicle and call it a luxury experience. No, you have to give people huge screens, and lots of them. Oh, and add a few weird wellness features that would be more at home in an expensive spa than in a car. I’m happy to say that Lincoln has managed to do both.

Following the example of the Lincoln Nautilus, the Navigator also gets a huge curved screen at the bottom of the windshield (our editor Matt Hardigree wrote “Why the Lincoln Nautilus’ absurd 4-foot-long curved display is the best screen in the car”). It’s a 48-inch-wide panoramic unit (that’s two curved screens connected in the middle by a thin line) that follows the curve from A-pillar to A-pillar. The idea is to deliver visual information to the driver in a way that helps them keep their eyes on the road. Plus, it’s stunning. Lincoln relies on Google Assistant to run the voice interface for climate control, navigation and music; the car has an 11.1-inch infotainment touchscreen mounted in the more typical spot in the center of the dashboard.

A “spa on wheels”

Thanks to the new Lincoln Rejuvenate features, the Navigator is considered a “spa on wheels.” The vehicle combines “sight, sound, touch and smell” to refresh and rejuvenate the driver after a long day at work or a long drive.

The idea is that you can park and choose a 5-10 minute “Rejuvenate Experience” to calm your body and mind. The vehicle offers calming visuals and ambient lighting, as well as a “subtle scent” and relaxing soundscape. Various experiences are offered, from “waterfall meditation” to “Aurora Borealis.”

Scent cartridges debuted on the 2024 Lincoln Natilus, which comes with three scents (Ozonic Azure, Violet Cashmere, Mystic Forest). The cartridges cost $30 each on Lincoln’s website and are good for up to 120 hours of use, according to Autopian’s Johnathan Gustin, who saw the vehicle in person at a preview event in Detroit. You can actually load three into the vehicle at once, and choose which (or you can mix them) to use and how much in the vehicle’s settings.

Aurora Borealis in your car

ED Note: The following paragraph is a carefully crafted reference to one of the greatest works of modern American fiction.

Yes, you read that right. Ford has found a way to recreate the Aurora Borealis at any time of day and in any part of the country, entirely inside a Lincoln Navigator. Want to see it? You’ll have to place an order.

14 USB ports and 28 speakers

Of course, Lincoln has gone all out with the interior experience. The vehicle has up to 14 USB ports, so everyone has one. Premium audio is provided by Revel, which has equipped the SUV with a full 28-speaker sound system. Lincoln will also offer a range of “Black Label” themes. These feature premium materials like Khaya wood trim, Espresso carpets and Radiant Copper wheels, depending on whether you choose the Invitation, Enlighten or Atmospheric themes.

What about the hardware?

And what about the car’s underpinnings? The Navigator will come with a twin-turbocharged 3.5-liter V6 making 440 horsepower and 510 pound-feet of torque. All-wheel drive is standard, as is an adaptive suspension. It also has useful towing aids, like Pro Trailer Backup Assist and Trailer Hitch Assist. You can also upgrade it with a heavy-duty towing package that will let you tow up to 8,700 pounds if you so desire.

A split tailgate

Lincoln has also equipped the Navigator with the “class-exclusive” Lincoln Split Gate at the rear. The upper three-quarters of the split gate open upward, while the lower quarter opens downward like a tailgate for easier loading. The power tailgate is configured to open automatically when you approach a designated rear area with a key fob or phone as a key in your hand.

In terms of driving technology, the Navigator comes with BlueCruise as standard. It features a hands-free mode and automatic lane changes, and owners get access to the driving assistant for four years from the time of purchase.

What it has to do

The Navigator has a tall order. It hasn’t sold 20,000 units since 2007. In fact, that’s rarely the case for luxury SUVs. Premium full-size models will always sell fewer than those priced to the average consumer, but they’re still expected to sell some volume. Lincoln will be happy to do just that.

It’s coming to market with a sleek, well-designed luxury SUV with some truly unique features. Power and torque will be in abundance, and the automaker knows how to deliver a comfortable, majestic ride. Whether the fragrance and relaxation models will win people over remains to be seen. But that giant panoramic screen is a stunner, and not many automakers have something this special up their sleeve.

Many of its competitors, meanwhile, are resting on their laurels to some extent. Many offer all the usual features like comfortable seats, soft leather and connectivity features. But few really bring new ideas, either inside or out. One might scoff at Lincoln’s emphasis on big displays and relaxation features, but it does offer a point of difference. Without touching and feeling it, it’s hard to tell, but one suspects the Lincoln Navigator could be the newest and most tech-packed in this segment. That’s a big deal.

Assuming Lincoln can get customers into showrooms, the Navigator – which comes in two trim levels, Reserve and Black Label – should have a good chance of winning them over. The new-generation model is attractive on the outside and a step above the status quo on the inside. With its diamond quilting in the upholstery and premium materials, Lincoln also has a good sense of how to take an interior to the next level. It could be a real winner.

Some pictures of the new Navigator from Lincoln:

Photo credit: Johnathan Gustin, Lincoln