Lincoln may soon offer a rugged SUV that takes on the Mercedes G-Class at a fraction of the cost.
Reports suggest the luxury brand is developing a model based on the Ford Bronco, with a starting price around $70,000.
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The vehicle is expected to enter production in late summer 2029 at Ford's Michigan Assembly Plant in Wayne, alongside the Bronco.
Two sources familiar with Ford's plans told the Detroit Free Press that the project is already progressing.
A Posh Bronco with Off-Road Credentials
A Lincoln dealer told the Detroit Free Press that retailers have been asking for a boxy off-roader built on the Bronco's architecture but with a more luxurious interior.
The dealer suggested pricing could start at $70,000, positioning it below the Navigator, which starts at $89,995.
The Bronco's underpinnings would provide genuine off-road capability, and its available engines, including a 330-hp 2.7-liter V6 and a 418-hp 3.0-liter Raptor V6, would offer ample muscle.
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Whether Lincoln will match the G-Class's hardcore off-road performance remains unknown.
Part of Lincoln's Big Push
The alleged G-Class rival would arrive during a brand-wide Lincoln reboot.
Ford plans to expand US production of the luxury brand from 2030 and stop importing the Nautilus from China, shifting more manufacturing stateside.
CEO Jim Farley told the Free Press that improving quality at Ford's American plants gives the company confidence to compete with luxury rivals like Lexus, whose GX starts at just under $70,000.
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A plush Bronco with Lincoln badges and a price less than half that of a G550 sounds appealing, though Ford isn't commenting on future products.
