Ford Plans Lincoln Hard-Off-Road Based on Bronco to Rival G-Wagon by 2029

Ford is preparing to enter the boxy luxury off-road segment with a new Lincoln model built on the Bronco platform, with production expected to begin in late 2029 at the Michigan Assembly Plant in Wayne.

The project — which reportedly already has an internal code name — is said to be close to its production approval stage, according to two sources familiar with Ford's product planning cited by the Detroit Free Press.

Sam Fiorani, an analyst at AutoForecast Solutions, confirmed that the vehicle is expected to go on line alongside the Ford Bronco at the same plant.

Lincoln dealers have been actively lobbying Ford for a product of this kind. One dealer told the publication they want a squared-off off-roader akin to a Mercedes-Benz G-Class but based on the Bronco architecture, dressed in noticeably more upscale materials and design.

The predicted starting price is around approx. $70,000, placing it below the Lincoln Navigator, which starts at approx. $89,995 before transport and delivery fees. By comparison, the Mercedes G550 carries a US starting price of approx. $153,900. A Lexus GX, also a boxy hard-off-road built on the Toyota Prado platform, starts at just under approx. $70,000.

The new Lincoln is expected to figure into Ford's broader revamp of the brand. The company announced earlier this year it plans to scale up Lincoln production in the US from 2030 onward, and CEO Jim Farley has confirmed several new Lincoln models are planned over the coming years. Ford also said it will stop importing the Corsair from China and shift more Lincoln production back to American factories, citing improved manufacturing quality that it believes can rival Lexus.

If realized, the vehicle would fill a notable gap in Lincoln's lineup and give the brand a direct rival to the G-Class at roughly half the price.

“Lincoln dealers have been actively lobbying Ford for a product of this kind.”

Meanwhile, Ford continues to expand its off-road portfolio: the Bronco Amazon Edition with factory snorkel recently launched in China at approx. $5,568, and a 2026 Bronco prototype has already been spied testing.