Lincoln is known for its prestigious and luxurious models, but the American automaker is exploring new horizons. According to several sources, the brand could develop a new high-end off-road SUV based on the Ford Bronco platform.
Luxury SUVs with strong off-road capabilities have gained considerable popularity. If we go back a few decades, the Mercedes-Benz G-Class and most Land Rover SUVs were rather rudimentary vehicles. Today, they are true high-end gems that are as rugged as tanks. In short, all of this suggests that there is room for other models in this rapidly growing segment.
A logical opportunity
I hope I’m not telling you anything new by saying that most vehicles in Lincoln’s lineup are based on the same platforms as Ford models. However, Lincoln does an excellent job ensuring that its vehicles don’t look like simple dressed-up Ford models. That’s why the idea of a rugged vehicle based on the Bronco seems very interesting.
Using Ford platforms offers numerous advantages for Lincoln. First, sharing research and development costs allows the American automaker to offer its vehicles at a more competitive price. Then, the brand can focus on the details since the platform has already been developed and tested.
Ready for any terrain
Lincoln has significantly improved its image over the past few years, and I believe the brand is finally ready to go further. Adding an SUV with enhanced off-road capabilities could significantly diversify its target clientele. The Bronco is a very popular and well-liked model at Ford. There is little doubt that an equivalent model from Lincoln would be a major success.
Jean-Sébastien Poudrier
