Should Lincoln build a Bronco?

[2024NaughtyBoy]

Yes I totally agree with everyone that Lincoln needs a car, however since they only sell SUVs that have travel themed names is it a far fetched idea? Should the door and roof be detachable? If a success, should a Raptor version be considered? What should it be called?

 

[Action]

The bigger question would be, IF Lincoln built a "Bronco" like vehicle, would the sales come from new customers?
Or would Lincoln just be stealing Ford customers? In which case, what is the point?

With the current line up of 7 Broncos (including Raptor) starting at $37,000 to $90,000, I think Ford has all of the niches of that body style covered.
Making a Lincoln version just costs the company more money to make something that is already made. imo

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[ColonelColt]

When Chrysler bought out AMC they did so because they wanted Jeep for their lineup. Dodge dealers were opposed to the acquisition as they were afraid it would cut into Dodge sales. Maybe it did and maybe it didn't...but it seems that Jeep drew its own market share even if some of it came from its new sister company.

If a Lincoln version of the Bronco was produced I would think Ford dealers would feel the same way...losing Bronco sales over a Lincoln version...unless they were a dual dealer...Ford and Lincoln franchise together.

I would think most Lincoln owners aren't in the market for a Bronco derivative...but there would be some sales...maybe not enough to justify continued production...just an early rush of sales. GM had trouble with selling the various Hummer models...very expensive versions of current vehicles.

 

[MORSNO]

I don't think a Lincoln Bronco is the answer, I think it would flop in overall sales like the Mark LT did. I actually think a sedan would do better as the ride, performance, and mileage is all better (test drive an SUV and like sedan back-to-back and you'll see how much better the sedan performs).

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[Action]

I would go with the sedan comment except Lincoln did that with the last gen Continental. Did not sell enough to keep the model going.

In addition, Ford has invested heavily in electric. Mostly in a battery plant and a final assembly line in Tennessee.
With the current admin there will be some dialing back of the electric mandate. But CA so far as I know has stated all battery or no sales by 35 if memory serves me. The company needs the cash to make that happen IF it really happens. Which is the yo yo they are playing with.
Will the next administration force all battery powered sales by XX date?

Expending into markets they are not in at the moment, requires cash to bring that model to the market place,
Gone are the days that Ford would build losers or low profit niche/fad cars. Or play in a market place that does not move much. Today's marekt changes too fast to take gambles.
Which is why they pulled out of sedans. Especially lower end sedans.
Higher end makes some sense, but that was done recently and it was shut down because it was going to be a long haul, low profit gamble.
In addition the demographics of that kind of vehicle is not as rosy for future sales. (Or Town Car would still have market appeal)
The kind of model Ford is seeking appeals to the 30 to 45 year old financially secure owner. That a repeat sale could happen.

A (high end) sedan does not fit that. Or that market is cornered by European car makers.
Trucks, SUVs, CUVs fit.
In addition, Ford Truck has the reputation that goes back decades. As stated above, to build a Lincoln branded truck (on the cheap using a Ford platform) has been done more than once and did not fly. The guy that wants a veery high end truck will option out the high end F series.
As to a small off road UTE, that isn't in Lincoln's current market. Lincoln would again have to play a very long game of lower profit to get buyers into that model.

The company will continue to push out: Mustangs - F Series and Expedition/Navigator.

As for me, I wish the company would build personal luxury cars. (Mark Series) B.ut two door coupes are no longer popular. One needs to find some limited production big bucks exotic e car company to get that kind of coupe.

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[driller]

The Bronco clientele and the current Lincoln clientele are polar opposites IMHO unlike the potential Expedition customers who migrate over to the Lincoln Navigator.

I think they would do better with a Raptor based Navigator but I'm sure that would be a very limited niche market.

The conundrum Lincoln has found itself in dates back to "MK#" period and it has frankly lost the loyal customer base it once embraced. The only true motive now is profit margin. The future of electrification may be the jolt needed to change their path forward.