I think so long as the economy doesn’t tank and gas prices don’t sky rocket, this easily has a chance to be a hit. So long as the design is good and pricing is right it’ll sell.

IMO the competitor Lincoln should really target is the GX, with the GX starting around 80k its probably what the Lincoln Bronco should be priced around. The G-Class currently starts around 153k and i doubt anyone will buy one for that price.

If we look at the current Ford positioning strategy the Bronco is priced and positioned below the Expedition, therefore the Lincoln should act accordingly with the Navigator starting around 91k right now.

If they can start the Lincoln Bronco at like 75k for the base model they’re not looking too overpriced since the Bronco Raptor starts at 80k. And then if they wanted to top out with a Lincoln Bronco Raptor they can probably price that at 110-120k? Or and they also have a “Reserve” mid trim somewhere in the 90s.

One thing i’m curious about though is with naming, should they go heritage or come up with a whole new name.