Lincoln is reportedly planning a new luxury off-roader based on the Ford Bronco’s T6 platform, with the potential to compete with the Mercedes-Benz G-Class at a significantly lower price.
Lincoln SUV Could Start Below $70,000
According to two people familiar with Ford’s product plans cited by the Detroit Free Press, the new Lincoln SUV is expected to use the Ford Bronco design and be priced just below the Lincoln Navigator, the brand’s most expensive model, which starts at $89,995 excluding the destination fee.
The vehicle is reportedly envisioned as a more affordable alternative to the six-cylinder Mercedes-Benz G550, which currently starts at around $155,000.
Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions, told the newspaper that there is a “program code and a timing for it,” indicating that Ford has designated a vehicle for production with its suppliers.
“We are expecting it, with production starting in late summer 2029, to be built next to the Bronco,” Fiorani said.
A Lincoln dealer also told the Detroit Free Press that they were aware of Ford’s plans to build a Bronco-based Lincoln SUV at the Michigan Assembly Plant, where the Bronco is being made.
Lincoln’s Potential G-Class Rival
The unnamed Lincoln dealer said dealers have been asking for a G-Wagon-style vehicle similar to what Mercedes-Benz offers.
“They want something like that that would fit on a Bronco frame,” the dealer said, adding that the future Lincoln SUV would sit directly below the Navigator as “a very high-end vehicle” that could start at $70,000.
If the reported pricing is accurate, the Lincoln SUV would cost less than half as much as the Mercedes-Benz G550. While that would not make it a direct rival, a lower-priced, boxy G-Class lookalike could appeal to some buyers.
Ford told the Detroit Free Press that it does not comment on speculation about future products.
The Bronco-Based Lincoln Project Is Not Set in Stone
The report does not mean the Bronco-based Lincoln SUV is guaranteed to reach production. Automakers can change or cancel vehicle plans depending on market conditions and other factors that may change in the future.
BMW, for example, was also rumored to be considering a rival for the G-Class. Recent reports claim that the model allegedly carrying the G74 codename has been put on hold for the time being.
Lincoln Could Use Another U.S. Model
Lincoln currently sells only three vehicle lines in the U.S.: the midsize Nautilus and Aviator SUVs and the full-size Navigator SUV.
The brand previously offered a compact SUV, the Corsair, but that model was discontinued along with its Ford Escape twin in December 2025.
The report about Lincoln’s planned G-Class rival comes shortly after Ford announced on August 12 that it will increase production of Lincoln vehicles in the United States starting in 2030, including moving Nautilus production stateside.
Ford CEO Jim Farley also told the Detroit Free Press on August 13 that Lincoln vehicles will receive new designs in the next four years and will be made in the U.S.
