Lincoln is known more for its quiet luxury than ruggedness, but that’s by design. After all, as popular as off-road-focused vehicles are at the moment, the Ford lineup is full of them, while Lincoln remains a brand for those that want the ultimate in terms of luxury and comfort. However, that doesn’t mean that Ford’s luxury brand isn’t aware of a major trend that has emerged in the world of camping enthusiasts, or as many like to call it, “glamping.”
“You know the term glamping? We are seeing insights and examples of people using their luxury products off-road like pulling up to a campsite to ‘glamp,'” John Jraiche, Global Director for Lincoln, told Ford Authority in a recent interview. “We’re monitoring that to see if that’s something that we need to solve.”
This is a significant development as Lincoln doesn’t currently offer any sort of off-road-focused vehicle for camping enthusiasts or those that simply like to get out and explore trails behind the wheel of a more luxurious vehicle. However, it is worth noting that both the Ford Explorer and Ford Expedition – which are closely related to the Lincoln Aviator and Lincoln Navigator – have both received rugged Timberline variants over the past year or so.
Ford Authority has rendered off-road variants of both the Aviator and Navigator in recent months, giving us a preview of what those types of vehicles might look like if Lincoln ultimately decides to offer such vehicles. There also seems to be a business case for such a variant, as luxury buyers ranked Lincoln third in terms of ruggedness in Kelly Blue Book’s Q4 2021 Brand Watch Report, while young buyers make up the largest Aviator customer demographic and a growing number of Navigator Black Label customers, too.
Regardless, while Lincoln may be considering some sort of rugged model, the same cannot be said for a high-performance Navigator to battle the forthcoming Cadillac Escalade-V, as Ford Authority reported yesterday.