Lincoln is working on a body-on-frame SUV to compete with the Mercedes-Benz G-Class/Land Rover Range Rover for a possible launch in 2029 or 2030, according to Autoweek. The 2-row Lincoln would reportedly ride on the platform that underpins the Ford Bronco.
How it Could Look
A body-on-frame model is likely to look more rugged than anything Lincoln produces today. Based on the boxy Bronco, it could adopt Lincoln’s chrome-heavy styling without leaning into curves as much as the brand’s current lineup.
The Bronco’s size is closest to that of the Lincoln Nautilus, with the Bronco measuring 189.5 inches in length and the Nautilus measuring 193.2 inches.
The next-generation Ford Bronco is expected in 2031, so the Lincoln version may share more with the newer Bronco than the current one.
How it Could be Priced
A Bronco-based Lincoln would likely compete with the Mercedes-Benz G-Class and the Land Rover Range Rover in the luxury SUV category. Those models often cost six figures or close to it. Lincoln already has one vehicle in that price range—the full-size Navigator.
How it Could Work
This isn’t Lincoln’s first attempt at emulating a Ford truck. The 2002 Blackwood was based on the Ford F-150 and had the Navigator’s face. It did not do well in the marketplace.
The Blackwood was more expensive than the similar Cadillac Escalade EXT and less useful than an F-150, selling only 3,383 units. Today, luxurious trucks are quite common. But they don’t tend to wear luxury badges. An F-150 equipped like a Lincoln still sells better with a Ford logo on the front. Truck buyers don’t necessarily want to be associated with high-end luxury, even if they do want to drive it.
That phenomenon might not be as pronounced with off-roaders. After all, Range Rovers have sold in the U.S. at high prices for decades. But if Ford has learned its lesson, it will make sure the Lincoln is clearly different from the Bronco and not just a more luxurious version.
