Ford Motor Company, owner of the luxury car brand Lincoln, decided to increase the price of the 2025 version of the Aviator SUV, a mid-size sport utility vehicle (SUV), after adding some enhancements to it.

The specialized car website Car News mentioned that the base model of the Aviator, the Aviator Premier, starts at $59,890, an increase of $5,155 over the current version of the car. The prices of the higher classes of the Aviator increase by a larger percentage.

The price of the 2025 Lincoln Reserve starts at $68,890, an increase of $8,490 over the 2024 version, while the price of the Aviator Black Label increased by $7,770 to $88,390.

At the same time, the Reserve and Black Label trims are equipped with the Illuminations luxury package and come with LED front lighting technology that can adjust the light level according to the vehicle’s speed and road conditions. Two new colors were also added to the Black Label trim. All Aviator cars are equipped with a heated steering wheel and front seats.

The Aviator now starts at a much higher level than the closest competing cars such as the Cadillac XT6, Acura MDX, and Infiniti QX60, all of which start at less than $52,000, none reaching $88,000, which is the highest price for Lincoln cars.

At the same time, Aviator prices are close to those of its South Korean competitor, the Genesis GV80, which starts at $59,050 for the GV80-2.5T trim and reaches $83,270 for the GV80–3.5T Prestige Signature trim. The price of the Volvo XC90 starts at $57,895 and the German Audi Q7 at $60,695.