Lincoln could get its own G-Wagen-style off-roader

Lincoln is reportedly developing a new body-on-frame luxury SUV based on the Ford Bronco, with production expected to begin in 2029.

According to sources familiar with Ford's product plans, the off-roader is being positioned as a more affordable alternative to the Mercedes-Benz G-Class, while sitting just below the Lincoln Navigator in the brand's SUV line-up.

Ford's luxury division could soon enter one of the automotive industry's most lucrative niches, with reports suggesting Lincoln is developing a rugged luxury SUV inspired by the success of the Mercedes-Benz G-Class.

According to the Detroit Free Press, Ford is considering a new Lincoln model based on the Ford Bronco, with sources indicating it is intended to provide buyers with a G-Wagen-style vehicle at a significantly lower price point.

AutoForecast Solutions vice president Sam Fiorani told the publication the project already has a program code assigned, suggesting it has progressed beyond the conceptual stage.

"We have a program code and a timing for it," Fiorani said.

"We are expecting it, with production starting in late summer 2029, to be built next to the Bronco."

If approved, the new Lincoln would reportedly be built at Ford's Michigan Assembly Plant in Wayne, where the Bronco is currently manufactured.

That could also mean Australian engineering plays an indirect role in the model's development. The Bronco shares its T6-based architecture with the Australian-developed Ford Ranger ute and Everest SUV, although it remains unclear how much of the platform would carry over to a future Lincoln product.

A Lincoln dealer familiar with the plan told the Detroit Free Press that retailers have long pushed for a more rugged luxury SUV to complement the existing Navigator.

"Dealers have been asking for a G-Wagon-style similar to what Mercedes-Benz has," the dealer said.

"They want something like that that would fit on a Bronco frame."

The dealer suggested pricing could start at around US$70,000 (A$98,300), placing the newcomer below the US$89,995 (A$126,000) Lincoln Navigator and dramatically undercutting the Mercedes-Benz G 550, which starts from US$153,900 (A$216,100) in the United States.

While the Bronco serves as the expected foundation, Lincoln has increasingly differentiated its products from their Ford counterparts. The current Navigator, Aviator and Nautilus all feature unique bodywork and significantly upgraded interiors compared with the Ford models they are related to.

That suggests any production version would likely receive substantial styling, technology and luxury upgrades rather than simply becoming a rebadged Bronco.

Ford has declined to comment on speculation surrounding future products.

The reported model also aligns with Ford's broader plans for Lincoln. Earlier this month, the company announced it would expand Lincoln production in the United States from 2030 and introduce a series of redesigned vehicles over the next four years.

Ford chief executive Jim Farley recently said the brand is preparing all-new vehicles and is confident it can compete with established luxury marques including Lexus and Genesis.

A final decision on the project has yet to be confirmed, and vehicle programmes can still be delayed, reworked or cancelled as market conditions change. However, the existence of a reported program code and a tentative 2029 production timeline suggest Lincoln's long-rumoured G-Class rival is receiving serious consideration.

Should it reach production, the model would give Lincoln a distinctive halo SUV and provide Ford with a lower-cost alternative to the Mercedes-Benz G-Class, a vehicle that continues to attract strong demand despite its premium price tag.

*AI generated lead image.

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au