Lincoln to Build Bronco-Based G-Class Rival - From $70,000

Lincoln eyes a luxury off-roader to take on the G-Class

Lincoln is reportedly preparing a new luxury off-roader built on the next-generation Ford Bronco platform that will square up against the iconic Mercedes‑Benz G‑Class. According to people familiar with the project who spoke to The Detroit Free Press, production could begin in late summer 2029 with the model arriving to showrooms by 2030 — and it may undercut the G‑Class on price by a wide margin.

The rumor has fuel: industry forecasters and dealers familiar with the program say Lincoln’s boxy, high‑end Bronco derivative would sit below the brand’s range‑topping Navigator, possibly starting near $70,000. That positioning would make it an accessible alternative for buyers who admire the Gelandewagen’s blend of luxury and off‑road capability but balk at Mercedes’ six‑figure pricing.

What Lincoln will be up against

The Mercedes‑Benz G‑Class remains a benchmark for premium off‑road SUVs. Current U.S. pricing and specs underline the challenge: - Mercedes‑Benz G 550: starts around $153,900, with a 3.0‑liter inline‑six producing 443 hp and 413 lb‑ft of torque. - Mercedes‑AMG G 63: starts near $198,750, with a hand‑built 4.0‑liter biturbo V8 delivering 577 hp and 627 lb‑ft, 0–60 mph in about 4.2 seconds and an electronically limited top speed of 155 mph.

If Lincoln can deliver a similarly rugged, squared‑off aesthetic with genuine off‑road hardware but set the entry price roughly half that of the G‑Class, it could attract buyers who want G‑class styling and presence without the premium brand tax.

Production, pricing and timeline

Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions, told reporters the firm has a program code and timetable: "We are expecting it, with production starting in late summer 2029, to be built to the next Bronco." That implies the Lincoln would likely share a production line with the Bronco at Ford’s Michigan Assembly Plant in Wayne.

A dealer who asked not to be named described the project as a very high‑end vehicle that would slot just beneath the Navigator, adding: "Could start at $70,000." Such a price point would put the Lincoln offering well below current G‑Class pricing while keeping it above Lincoln’s midrange models.

Ford spokesman Dave Tovar declined to comment on speculation about future products when contacted by The Detroit Free Press. If confirmed, the new model would join Lincoln’s remaining lineup — the Nautilus, Aviator and Navigator — after the discontinuation of the entry‑level Corsair (and its Ford Escape sibling).

Ford is also retooling plants to accommodate new products, including an affordable, all‑electric pickup reportedly called the Fathom, which factors into the company’s factory plans and timing.

How Lincoln could differentiate

Exact specifications for the Lincoln rival are still unknown, but a few realistic options could define the model: - Off‑road capability: solid axles or advanced AWD systems, locking differentials, and terrain management to match the Bronco’s rugged intent. - Luxury interior: quiet cabin, premium materials, and advanced driver assists to meet Lincoln’s brand expectations. - Powertrain mix: gasoline engines, electrified or hybrid variants, and potentially a high‑performance version to rival AMG.

Market context and outlook

Lincoln entering the boxy luxury off‑roader segment would broaden choice for affluent buyers who want commanding road presence and genuine off‑road chops without paying Mercedes‑level prices. BMW has also flirted with developing a G‑Class competitor, but Lincoln appears closer to putting metal on the road if industry timelines hold.

For buyers and automotive enthusiasts, the coming years could reshape the market for premium, rugged SUVs. Keep an eye on official confirmations from Ford and Lincoln, factory retooling updates in Michigan, and more details from suppliers and dealers as the late‑2029 production window approaches.