It’s not easy to compete against the Mercedes-Benz G-Class, but apparently that’s what Lincoln is after with a newly planned luxury off-roader based on the Ford Bronco’s T6 platform.
The all-new vehicle is reportedly envisioned as a much more affordable competitor to the six-cylinder Mercedes-Benz G550, which currently starts at around $155,000.
According to two people familiar with Ford’s product plans cited by the Detroit Free Press, Lincoln’s new SUV will be based on the Ford Bronco design and will be priced just below the Lincoln Navigator, the brand’s most expensive model starting at $89,995 (excluding destination fee).
America’s G-Class?
Mercedes-Benz
Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions, told the newspaper that there’s a “program code and a timing for it,” which means 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 said 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.
“Dealers have been asking for a G-Wagon-style similar to what Mercedes-Benz has. They want something like that that would fit on a Bronco frame,” the unnamed Lincoln dealer said. They added that the future Lincoln SUV would be positioned right under the Navigator as “a very high-end vehicle” that could start at $70,000.
If the information is accurate, it means that the Lincoln SUV would cost less than half than the Mercedes-Benz G550. While that clearly wouldn’t make it a direct rival, a cut-price, boxy G-Class lookalike would probably be quite appealing 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 Yet
James Riswick
Now, as the report notes, Ford considering a Bronco-based Lincoln doesn’t necessarily mean the luxury off-roader will happen. Automakers often change or cancel vehicle plans depending on market conditions or other factors that could change in the future.
Take BMW, for instance, which was also rumored to consider a rival for the G-Class. Recent reports claim the model allegedly carrying the G74 codename has been put on hold for the time being.
The truth is Lincoln’s lineup could use a new model as the brand currently sells only three vehicle lines in the U.S. at the moment: the midsize Nautilus and Aviator SUV and the Navigator full-size SUV. It also used to have a compact SUV—the Corsair—but that model got discontinued together with its Ford Escape twin in December 2025.
Interestingly, the report about Lincoln’s planned G-Class rival emerges not long after Ford announced on August 12 that it will increase the production of Lincoln vehicles in the United States starting in 2030, including moving Nautilus production stateside. Also, Ford CEO Jim Farley told the Detroit Free Press on August 13 that Lincoln vehicles will get new designs in the next four years and will be made in the U.S.
