Lincoln Bronco-Based SUV to Challenge Mercedes G-Class by 2030

Lincoln is reportedly developing a luxury SUV based on the Ford Bronco platform to challenge the Mercedes G-Class and the Land Rover Defender. The project, expected between 2029 and 2030, aims to position Ford's premium brand in the lucrative high-end off-road vehicle segment.

"It will be the first Defender designed from the ground up as an electric vehicle, and the first all-new model since Defender became a standalone brand" — Mark Cameron, Defender Brand Director at Land Rover

According to several American sources, Lincoln is seriously exploring the opportunity to develop its own prestige off-roader. The model would be built on the Ford Bronco's T6 platform, the same one that underpins the Ford Ranger. A strategy that would help amortize development costs while giving Lincoln a foothold in a rapidly expanding segment.

A Direct Challenge to Segment Leaders

The future Lincoln SUV is expected to directly compete with the Lexus GX, which sold 37,180 units in the US last year, as well as the Land Rover Defender and, more ambitiously, the Mercedes G-Class. A bold gamble for a brand that has never truly shone in the authentic off-road arena.

The current Lincoln lineup is limited to the Corsair, Nautilus, Aviator, and Navigator, all positioned for on-road comfort. Introducing a model with genuine off-road chops would be a first for the brand, potentially attracting a younger, more adventurous clientele.

A Proven Architecture to Adapt

The T6 platform provides a solid technical foundation, with its body-on-frame construction and proven off-road capabilities demonstrated by the Bronco. The challenge for Lincoln will be adapting this architecture to meet American luxury standards. The suspension will likely need to evolve towards an adaptive air system to smooth out the bumps while retaining off-road prowess.

On the powertrain front, Lincoln could borrow engines from the Bronco, from the 2.3-liter EcoBoost four-cylinder to the 3.0-liter V6 from the Bronco Raptor, which produces 418 horsepower. An electrified version isn't out of the question, as Lincoln has already popularized the plug-in hybrid on its Corsair.

When Could It Hit the Market?

Rumors point to a launch between 2029 and 2030, just ahead of the next-generation Bronco expected in 2031. The timing raises questions: will Lincoln use the current platform or wait for the new one? Some sources suggest a mix of both approaches.

The strategy could pay off. While Audi and BMW are also preparing their own G-Class rivals, Lincoln would have a significant timing advantage. The brand could also capitalize on the positive aura of the Bronco, whose comeback has been one of Ford's major marketing successes in recent years.

A Boiling Market

The segment of luxury SUVs with serious off-road credentials is experiencing sustained growth. Infiniti is preparing its comeback with two body-on-frame models, while Genesis is also working on a G-Class competitor. In this context, Lincoln cannot afford to miss the boat.

The stakes extend beyond the American market. Lincoln could