Lincoln is abandoning its lineup of conventional luxury crossovers in favor of a rugged, Bronco-based 4×4 aimed at the $70,000 market. Reports indicate the new vehicle will be built on the same architecture as the Ford Bronco and could arrive at the Michigan Assembly Plant in late summer 2029. This shift is intended to challenge the Lexus GX and Land Rover Defender with a model that offers serious off-road capabilities and a distinct American design.
Chasing the G-Wagen Vibe at Half the Cost
While some might compare the upcoming Lincoln SUV to the Mercedes-Benz G-Class, the new model is reportedly targeting a much lower price point. Sources suggest the Lincoln will start around $70,000, which is approximately half the cost of a base G550. This positioning places the vehicle in direct competition with the GX and the Defender 110, segments that have thrived on rugged, truck-based utility rather than sleek, unibody styling.
Lincoln’s approach appears to be more pragmatic than trying to replicate the G-Class’s $155,000 status symbol. The automaker is reportedly focusing on a vehicle that offers a unique blend of capability and luxury, avoiding the extreme prices of European rivals. By targeting the $70,000 range, Lincoln hopes to capture buyers looking for utility without paying a premium for the badge. The strategy relies on creating a product that feels distinctly American while maintaining the high standards expected of the brand.
The execution of this concept is critical. Lincoln cannot simply apply a chrome grille and leather seats to a standard Bronco, a strategy that failed with previous badge-engineering efforts. The transformation requires a more detailed approach to differentiate the vehicle from its donor platform. This includes engineering a fixed hardtop for cabin quietness and developing a bespoke interior that feels entirely distinct from the Bronco’s utilitarian roots. The goal is to combine the Bronco’s off-road hardware with the quiet, opulent cabin of a Navigator.
Potential Powertrain Options
Powertrain choices will play a significant role in defining the character of the vehicle. The document suggests a mix of traditional and electrified options could be available. A 3.0-liter twin-turbo EcoBoost V6, currently used in the Aviator and Bronco Raptor, would serve as a baseline for the engine lineup. Additionally, there is speculation about an extended-range electric or plug-in hybrid setup to provide the torque buyers expect from electric powertrains, such as those seen in a slow software update process.
There is also discussion of a high-performance variant to appeal to buyers seeking more output. This would allow Lincoln to compete with the most capable versions of its rivals. The inclusion of such a powertrain would signal that the brand is serious about performance, not just comfort. The combination of these engines with the rugged body-on-frame chassis would create a versatile vehicle capable of handling various terrains.
Comfortable, quiet luxury alone will not drive sales in this segment. The new Lincoln needs to offer a driving experience that generates conversation and attention. A boxy, upright design with a commanding presence can differentiate the vehicle from traditional crossovers. If Ford greenlights this project, the resulting vehicle could revitalize Lincoln’s lineup by offering something that genuinely stands out on the road, much like a pristine silver Porsche turns heads.
Shane Axel, with over 15 years of experience in the automotive and powersports industries, brings a rare combination of hands-on technical familiarity and sales floor pulse to Torque News. His experience spans from traditional automotive sales as a Sales and Leasing Specialist to years as a top-performing sales executive across major powersports dealerships.
They are focusing on creating a unique product.
