The automotive industry is actively developing the segment of premium off-road vehicles, and according to rumors, the American brand Lincoln is planning to introduce its own model in this class.
Segment Popularity and Lincoln’s Plans
The market for luxury off-road vehicles is experiencing a real boom. For example, Lexus sold 37,180 GX off-road vehicles in the US last year. The Land Rover Defender is also in high demand, and Infiniti is reportedly working on two new body-on-frame vehicles. Lincoln wants to join this trend. According to Autoweek, the brand is considering the possibility of creating a rugged off-roader based on the popular Ford Bronco. The model could debut in 2029 or 2030.
This refers to two new body-on-frame vehicles.
Expected Nature of the Newcomer
Since the launch is not planned soon, there is speculation that the vehicle could be based on the next generation Bronco, which, according to rumors, will appear in 2031. Not much is known yet, but the publication reports that it will be a two-row body-on-frame SUV that will aim to compete with the Mercedes G-Class and Land Rover Range Rover.
However, such a comparison seems somewhat far-fetched, as the Bronco’s dimensions point more towards competitors like the Defender and GX. It is also worth considering that the 2026 Bronco model costs from $40,495 to $79,995, and the luxury Outer Banks version starts at $48,090.
Pricing Questions and the Future of Other Models
Since Lincoln vehicles typically cost $20,000 – $30,000 more than their Ford counterparts, this means the starting price of the new off-roader could be around $60,000 – $70,000. This is very far from the G-Class, which starts at $153,900. While this information should be treated with caution, the publication also notes that the appearance of the new model could affect the future of the unibody Nautilus crossover.
This model, which starts at $53,995, quickly became Lincoln’s most popular car: 33,744 units were sold last year. However, Ford faces a problem: the Nautilus is produced in China, making it vulnerable due to high customs tariffs and an unpredictable trade war between the countries.
Lincoln’s move towards a body-on-frame off-roader could be a strategic step to diversify its portfolio and attract new customers looking for a combination of luxury and genuine off-road capability. The success of competitors clearly demonstrates the demand for such vehicles. However, the key questions will remain the final market positioning, price, and uniqueness of the offering, in order to not simply be a “luxury Bronco,” but to create its own compelling identity in an already quite crowded segment. The discussed timelines also make it clear that the market by 2030 could change significantly, particularly due to increased electrification, which could leave its mark on the final look of the project.