- Lincoln could debut a real go-anywhere SUV for around $70,000.
- Production alongside Ford Bronco twin would likely begin in 2029.
- Rival automaker Lexus already has its own $70k tough SUV, the GX.
Lincoln’s lineup has become an all-SUV affair, but it’s missing something that enjoys getting mud on its boots. That could change before 2030, as Ford’s luxury brand is reportedly preparing a rugged new model using Bronco underpinnings and aimed squarely at buyers who like the Mercedes G-Class, but not its $154,000 price.
Related: Ford Will Stop Importing Lincoln’s Best-Seller From China And Build More In America
Two sources familiar with Ford’s plans told the Detroit Free Press that the mystery Lincoln is already progressing toward production. AutoForecast Solutions’ Sam Fiorani says the project has an internal program code, with manufacturing expected to begin in late summer 2029 alongside the Bronco at Michigan Assembly in Wayne.
A $70,000 Starting Point?
And a Lincoln dealer told Detroit Free Press that retailers have been asking for something in the mold of Mercedes’ boxy off-roader, built around the Bronco’s architecture but given a substantially posher makeover. Pricing “could start at $70,000,” the dealer suggested, positioning it beneath the Navigator, which currently kicks off at $89,995 before destination.
That would leave an enormous gulf between the Lincoln and Mercedes’ G550, which starts at $153,900 and makes 443 hp (450 PS) via a mild-hybrid inline six. Whether Ford intends to match the G-Class for hardcore off-road ability isn’t known, but the Bronco certainly provides some useful genes if Lincoln wants more than rugged styling and fancy leather. And the pricier Broncos’ 330 hp (335 PS) 2.7 V6 and 418 hp (424 PS) 3.0 Raptor V6 engines would provide enough muscle.
Lincoln’s Big Push
The alleged G rival would also arrive during a brand-wide Lincoln reboot. Ford recently announced plans to expand US production of the luxury brand from 2030, while CEO Jim Farley confirmed that multiple new Lincoln designs are coming over the next several years.
Ford also intends to stop importing the Nautilus from China and shift more Lincoln manufacturing stateside. Farley told the Free Press that improving quality at Ford’s American plants has given the company confidence it can compete with luxury rivals including Lexus, whose boxy Landcruiser Prado-based GX starts at just under $70k.
A planned vehicle isn’t necessarily a guaranteed one, of course, and Ford isn’t commenting on future products. But a plush Bronco with Lincoln badges, genuine off-road chops and a price less than half that of a G550 sounds like a great idea to us, and no doubt to Ford and Lincoln suits too.
