For years, the Mercedes-Benz G-Class was a model that dealers could confidently mark up with premiums. However, in 2026, the situation changed: the iconic off-roader began selling with noticeable discounts for the first time.

Key Aspect

This applies not to the gasoline-powered G550 or AMG G63 versions, but to the electric Mercedes-Benz G580 with EQ Technology. According to industry sources, this variant has a dealer incentive of $10,000 available for both purchase and leasing. This is the largest discount ever applied to a G-Class, signaling a more restrained market interest in the electric "Geländewagen."

Technical and Market Details

Even with the discount, the base price of the G580 remains high—around $153,000 compared to the original $163,000. This is comparable to the starting cost of the gasoline G550. In practice, the electric version offers unique features: four electric motors with a combined torque of approximately 859 Nm, the ability to turn on the spot, and a completely different driving character. Nevertheless, for the G-Class audience accustomed to V8 status and sound, the switch to electric power has proven to be a less obvious step.

Significance for the Market

Overall, the G-Class lineup achieved record sales in 2025—nearly 50,000 vehicles, a 23% increase from the previous year. Mercedes claims the electric version made a "significant contribution," but data from individual markets points to modest volumes. This highlights a broader issue with premium electric vehicles: even an iconic image doesn't guarantee demand without clear alignment with customer expectations.