Lincoln To Get Bronco-Based Range Rover-Fighter

[BenKohnen]

4 hours ago, rmc523 said:

Well, we have to assume they're doing that type of thing.

 

 

I also think at some point that Lincoln needs to push a bit outside of "Lincoln customers" and actually work to grow the brand.  I'm not saying to scrap what they have and start over, but they can push the envelope a bit to expand their customer base beyond what they have now.

We'd like to think they're talking to potential buyers about what they want and not just assuming.

 

From my end, I'm not sure Lincoln knows what a Lincoln customer actually is. That's been a bit of an issue for a long time. It was a brand that pushed and appealed to an older crowd, then tried kinda to appeal to a younger (like, in their 50's) crowd, then talked about wanting to grab the "in their 20's and business professionals" market, but keep on missing the targets. Brand identity is all over the place.

 

One of the last years that Lincoln actually went to car shows, I ran into a Lincoln staffer at the Chicago Auto Show. We got to talking about that, and he said pretty much the same thing. They were trying to reach out to different groups but couldn't quite seem to latch on right. We had just closed out our Lincoln franchise at our dual-point store but my polo still said Ford-Lincoln. He asked how we did in the small middle Wisconsin market. Told him we did OK with the CPO used ones, but new didn't move very well. He asked how many, and I said 11. He was taken aback, and said that 11 new Lincolns a month in such a small town was pretty good... I said "no, 11 a YEAR".

 

3 hours ago, fordmantpw said:

 

I think that's the main thing.  Lincoln can't be happy with keeping their current customers, they need to expand to bring in more, new customers to the brand.

Around here, Lincoln's current customers are becoming mortuary customers before they buy another Lincoln, or any other vehicles. That's a bit of an issue.

[jpd80]

2 hours ago, Sherminator98 said:

 

it all depends on if they can actually make a good coupe out of it. It seems like going from a sedan platform to coupe hasn't worked out that great (see last gen Camaro)

 

The D2C platform will be 25+ years old at that point anyways. 

This is not aimed at you -  agree with most of what you say
 

Yes and no, the use of D2C was a workaround to the finance department.

While an all new platform would have been rejected, obtaining funds by using a heavily modified version of an existing platform was a much easier path.

 

So em get their noses bent out of shape with doing vehicles this way but honestly,

pits the most cost efficient path and doesn’t require much input from other platforms

in that 25 year period….. remembering that CD6 is close to seven years old now with

next to zero interest within Ford of an all new platform for Mustang coupe, Ford hoping

it would kick on by customer loyalty or drop,to,a point where BEV Mach E would take over 

Pfft, not really a thing.

 

 

Edited February 27 by jpd80

[Andrew L]

8 hours ago, akirby said:

Subbrand implies more than one vehicle.

 

Well technically there was more than one in the past with the Continental sedan, Continental coupe, and Continental Mark Series.

 

I already know the Mark II was technically a separate brand and some argue the III, IV, V, VI, and early VIIs were never branded Lincoln. But that still proves my point.

[Andrew L]

6 hours ago, rmc523 said:

 

 

I know Range Rover did it with now having what, 4 sub models, alongside LR's 3 other models, but I think they shouldn't worry about any sub-brands yet.  Just let the product launch/be successful and then you can see from there.  Jumping onto a sub-brand idea for a brand that historically has had trouble staying in the minds of buyers isn't necessary yet.  Let them invigorate the Lincoln brand overall first.

 

 

I agree I'm just saying of all the Lincoln names that *could* pull it off it would have been Continental 

[Andrew L]

49 minutes ago, DeluxeStang said:

To be fair, the last gen Camaro was a great handling car, it just struggled to sell. But there's an argument to be had that was because it was harder to live with than the mustang and challenger. 

 

A lot of reviews said Camaro was a better performing car but using it as a daily was pretty miserable. Harsh ride, horrible blind spots, tiny trunk. 

 

Mustang did all of that better. Trunk was small but I think the opening was a lot bigger

[jpd80]

Point of Focus for this thread,
Bronco was the initial development vehicle on T6.2, so it makes sense to

branch off a Lincoln SUV at that level rather than changes to the Everest.

Also, parts sharing is much easier as the Lincoln becomes a Derivative

of the Bronco, not a completely all new vehicle, big help with financing

the project.

think, reskinned exterior, softer suspension and superb luxury interiors

that is so much easier to achieve within the original product envelope.

[twintornados]

Would a T6.2 chassis begat a T6.3 variant with a long travel independent rear suspension as opposed to a live axle? Would that be a thing for a Lincoln exclusive derivative?  

[jpd80]

49 minutes ago, twintornados said:

Would a T6.2 chassis begat a T6.3 variant with a long travel independent rear suspension as opposed to a live axle? Would that be a thing for a Lincoln exclusive derivative?  

For a high series suspension, maybe Expedition IRS?

Or, something easier like coils and watts link from Everest….

[T-dubz]

Saw these on Facebook. I actually think these look pretty good.

[Hugh]

10 hours ago, twintornados said:

That was my house growing up and dad owned a TV store that sold Zenith too...go figure. I was his remote control....lol

My father retired from the CAF in '83. Opened a VHS video store franchise shop. Sold Panasonic, Technics kit as well. I was the same age and same year as season 1 of Stranger Things. D&D but no underworld.

[tbone]

On 2/27/2026 at 12:40 PM, rmc523 said:

 

Hmmm.....interesting.  Might have to try it at some point.

 

 

Well, we have to assume they're doing that type of thing.

 

I also don't expect it to be some hard-core offroad machine.  More like the models we've been discussing - Defender, Range Rover, G-class, GX, etc - where they're definitely capable off road, but we all know they'll be driven on-road, and have a smooth drive there too.

 

I also think at some point that Lincoln needs to push a bit outside of "Lincoln customers" and actually work to grow the brand.  I'm not saying to scrap what they have and start over, but they can push the envelope a bit to expand their customer base beyond what they have now.

I think the bronco already lends itself to having off-road credibility while still having good on road manners, which is why it’s been successful against the jeep. This new Lincoln doesn’t have to have greater capability than the bronco already has in my opinion, so focusing on refinement would be sufficient.

 

As for customers, I think Lincoln needs to take steps to move down into the 40 to 60 range, an average income is good.  Their next vehicles need to take great steps to shed that old timer image, even though I don’t think their current lineup suggest that. Something like a G wagon, competitor can help with that, but I also think they need something on the halo vehicle side that isn’t necessarily an SUV.

 

I hate to say it, but getting in bed with major social media influencers could help drive that age down. I personally don’t get it, but young people love them, and they have helped grow various brands from scratch.  

 

I really think they need to get aggressive on this. Myself and my wife are probably considered in the old crowd at this point at 52, but I couldn’t get my wife to buy an Aviator because she thinks only old people drive them.

 

Along with trying to rejuvenate the brand, I would like to see a new logo. I don’t find the Lincoln symbol to be very interesting, though this is just a minor quibble. 
 

I still have to believe that product is king, and if you build the right thing, everybody will want one.  Whatever they come up with, I hope it’s great because this is the first thing to get excited about in a while for me.  
 

 

 

[Trader 10]

23 hours ago, T-dubz said:

Saw these on Facebook. I actually think these look pretty good.

I hope Lincoln makes the effort and designs a more differentiated vehicle than simply a Bronco with Lincoln front and rear clips. 

[DeluxeStang]

I can see this vehicle being a real conquest champ if they price it right. That's a big one, but if they deliver a compelling vehicle that looks great, was a class leading interior and significant NVH improvements over the bronco, but make it considerably cheaper than the g-wagon, I think it'll succeed. 

[JTL2017]

I'm interested to see what their plan is. It would be hard to make a luxury off-roader based on the current Bronco. Now, it's supposedly going to be more like the next-gen Bronco, but, knowing Ford, that would probably be just a heavy refresh like the F-150, Expedition, Navigator, etc. It could be its own thing on the platform, but I have a hard time thinking Ford would do that for Lincoln tbh. I don't see it being a luxury Everest. Especially considering that, according to the article, it's going to have two rows. Whatever they do, I just hope they stick with it. This brand needs some excitement of some kind. 

[twintornados]

Well, since Lincoln invented the luxury SUV market - keeping my fingers crossed that they can reclaim the crown and bring forth a worthy candidate. 

[SoonerLS]

On 2/27/2026 at 3:10 PM, Sherminator98 said:

it all depends on if they can actually make a good coupe out of it. It seems like going from a sedan platform to coupe hasn't worked out that great (see last gen Camaro)

Ford tried to do it with the ‘05(?) Mustang, using DEW98 as the starting point, but all they ended up keeping were the firewall and transmission tunnel/front floor pan.

[twintornados]

24 minutes ago, SoonerLS said:

Ford tried to do it with the ‘05(?) Mustang, using DEW98 as the starting point, but all they ended up keeping were the firewall and transmission tunnel/front floor pan.

 

Which evolved during development into S197 chassis...sometimes called D2C. 

Edited March 2 by twintornados

[Sherminator98]

22 minutes ago, SoonerLS said:

Ford tried to do it with the ‘05(?) Mustang, using DEW98 as the starting point, but all they ended up keeping were the firewall and transmission tunnel/front floor pan.

 

Yes I understand that-but given the economics of the Mustang, it would be easier just to keep the D2C/S650 as the coupe and sedan going forward (say till the mid 2030s depending on how things go) and use whatever it can from CD6 (electrical systems, etc) to help off set costs. I don't see anything inherently wrong with the D2C/S197/S550/S650 and its been kept up to date over the past 20 years and doing a major refresh in the next few years with adding a sedan doesn't sound like it would require as much work as making the CD6 into a sedan. 

[Flying68]

If Lincoln wants new market share they have to have something that differentiates them.  We like Lincoln because the interiors are nicely designed, but I am not buying a Lincoln that also doesn't have power.  That is why we got the hybrid Nautilus, it had more power.  You want to lure buyers from MB, BMW, Caddy, and Lexus, you have to offer something that competes.  An offroader (Bronco based or Aviator based) will pull from Lexus GX and Range Rover, offer an A/T package on a short bodied Navi to compete against the LX, more power options for the Aviator and Nautilus to compete against the MB GL series and BMW X series, get a performance electric coupe and sedan to compete against the Caddy blackwing and MB and BMW coupes and sedans.  And get the quality right, can't have constant recalls and software bugs.

 

Oh and hire younger sales staff, keep a few old codgers on to serve that crowd, but Z'ers aren't buying from grandpa.

[akirby]

7 minutes ago, Flying68 said:

Oh and hire younger sales staff,

Hard to do when you don't own the business.

[rmc523]

On 2/27/2026 at 6:10 PM, BenKohnen said:

We'd like to think they're talking to potential buyers about what they want and not just assuming.

 

From my end, I'm not sure Lincoln knows what a Lincoln customer actually is. That's been a bit of an issue for a long time. It was a brand that pushed and appealed to an older crowd, then tried kinda to appeal to a younger (like, in their 50's) crowd, then talked about wanting to grab the "in their 20's and business professionals" market, but keep on missing the targets. Brand identity is all over the place.

 

One of the last years that Lincoln actually went to car shows, I ran into a Lincoln staffer at the Chicago Auto Show. We got to talking about that, and he said pretty much the same thing. They were trying to reach out to different groups but couldn't quite seem to latch on right. We had just closed out our Lincoln franchise at our dual-point store but my polo still said Ford-Lincoln. He asked how we did in the small middle Wisconsin market. Told him we did OK with the CPO used ones, but new didn't move very well. He asked how many, and I said 11. He was taken aback, and said that 11 new Lincolns a month in such a small town was pretty good... I said "no, 11 a YEAR".

 

Around here, Lincoln's current customers are becoming mortuary customers before they buy another Lincoln, or any other vehicles. That's a bit of an issue.

 

That's what I said?  That I'm sure they're talking to potential buyers.....

 

On 2/27/2026 at 6:38 PM, jpd80 said:

Point of Focus for this thread,
Bronco was the initial development vehicle on T6.2, so it makes sense to

branch off a Lincoln SUV at that level rather than changes to the Everest.

Also, parts sharing is much easier as the Lincoln becomes a Derivative

of the Bronco, not a completely all new vehicle, big help with financing

the project.

think, reskinned exterior, softer suspension and superb luxury interiors

that is so much easier to achieve within the original product envelope.

 

I'm still finding it hard to rectify the roll cage from Bronco, though, and make it meet "Lincoln" standards by just throwing a different (presumably permanent) top on.  That's why I threw out the redone Everest idea - not a rebadge, a complete rebody/redo starting from a more traditional SUV body to avoid the aforementioned issues.

 

On 2/27/2026 at 9:59 PM, T-dubz said:

Saw these on Facebook. I actually think these look pretty good.

 

I don't mind the look of the rear end.  Don't like the front, and this is also way too directly a copy/pasted Bronco.  If that's all they do, the product will fail.

 

1 hour ago, Sherminator98 said:

 

Yes I understand that-but given the economics of the Mustang, it would be easier just to keep the D2C/S650 as the coupe and sedan going forward (say till the mid 2030s depending on how things go) and use whatever it can from CD6 (electrical systems, etc) to help off set costs. I don't see anything inherently wrong with the D2C/S197/S550/S650 and its been kept up to date over the past 20 years and doing a major refresh in the next few years with adding a sedan doesn't sound like it would require as much work as making the CD6 into a sedan. 

 

It's hard to say regarding CD6, because I do remember Fields wanted a Ford/Lincoln sedan on it too.....so one has to wonder how much work was done on that before it was paused.

[Flying68]

1 minute ago, akirby said:

Hard to do when you don't own the business.

That is true.  My local dealership moved our saleslady to a delivery specialist (she isn't far from retirement), to handle educating customers, and hired a few new people, but they all give me that used car sales person vibe.

[twintornados]

16 minutes ago, Flying68 said:

...Oh and hire younger sales staff, keep a few old codgers on to serve that crowd, but Z'ers aren't buying from grandpa.

 

Gen Z'ers have their collective heads in their rectum. The salesperson I dealt with when I bought my 2023 Explorer was a retired guy that was easy to deal with and not pushy at all...their service department is what pushed me away.....If I could get him to move to the dealership I currently am buying from, I would in a second. Younger salespeople tend to be more aggressive and adhere to the maxim, "Call them until they either buy or die". Hard no for me. 

Edited March 2 by twintornados

[fordmantpw]

43 minutes ago, twintornados said:

 

Gen Z'ers have their collective heads in their rectum. The salesperson I dealt with when I bought my 2023 Explorer was a retired guy that was easy to deal with and not pushy at all...their service department is what pushed me away.....If I could get him to move to the dealership I currently am buying from, I would in a second. Younger salespeople tend to be more aggressive and adhere to the maxim, "Call them until they either buy or die". Hard no for me. 

 

The service department is what's pushing me away from my current dealership as well.  We've bought 9 new (1 used) vehicles from them, my MIL has bought 3, and my parents have bought countless.  My nephew was a salesman there and left over a year ago.  Now he sells GMC/Cadillac, otherwise I would buy from him, but we're likely taking our business to a dealership that's an hour away vs. the current one that is 30 minutes away, and within walking distance of my wife's office.

[Sherminator98]

9 minutes ago, fordmantpw said:

 

The service department is what's pushing me away from my current dealership as well.  We've bought 9 new (1 used) vehicles from them, my MIL has bought 3, and my parents have bought countless.  My nephew was a salesman there and left over a year ago.  Now he sells GMC/Cadillac, otherwise I would buy from him, but we're likely taking our business to a dealership that's an hour away vs. the current one that is 30 minutes away, and within walking distance of my wife's office.

 

Funny thing-after my experience with getting my Bronco, my dealerships service department is 1st rate-they even still pick my Bronco up for service, even though I'm about 5 miles out of their radius.