And some would be wrong.  None of Ford's trucks can rightly be called boring not even Maverick.  That's why they were able to raise prices.  More direct competition might lower ATPs slightly but I don't see a big sales drop.

I believe the other boxy Lincoln that was shown to the dealers several years ago was the Rivian-based Lincoln that was planned, not Bronco-based. 

Eh its about the same level of effort that Ford used on Mercury. 

Some would argue the Maverick is boring but it sells...because even though it has gone up in price it's still competitive and no real competition.  If there was a competitive product-and slightly more appealing to the eye, what would happen? 

I know the whole Nissan/Renault/Mitsubishi trifecta is in trouble, but geez... this is a poor effort even for them. It's on par with badging the Outlander as a Nissan Rogue Hybrid. 

For the Mercedes snobs, sure.  But Ford knows more about off road looks and performance and Lincoln is just as luxurious the last decade or so.  No reason to think they can't compete.

I think a Lincoln G wagon could work, but, of course, it will have to be really well executed.  I don't think the GX is something Lincoln wants to target.    I can totally see the Lincoln with two rows, and really nice yet rugged design inside with a price matching the Navigator. A true flagship that won't step on the bronco in price point while also not approaching the 150 grand starting price of the G-wagon.

agree, but the G-class is a class on its own

I agree it should be more Lexus GX than G Wagon. The G Wagon is its own market at this point, driven almost entirely by its brash luxury image. I just don’t see a Lincoln version doing well. A reasonably capable body on frame luxury SUV like the GX could work though. 

You must not have seen a newer Mercedes.  Nothing to write home about.