The Mercedes-Benz G-Class EQ , the electric version of the iconic German off-roader , arrived on the market with the ambition of revolutionizing the premium luxury SUV segment, but reality is proving very different from what Mercedes-Benz had hoped for . Almost a year after its launch, the data shows that interest in this model is quite low, and far from what one would expect from a Mercedes-Benz product, sales figures are not supporting the project.
The reception among the public and dealerships themselves has been lukewarm and, according to several internal sources, even disastrous. The German business daily Handelsblatt quotes senior Mercedes-Benz executives admitting that the G-Class EQ is acting as a "burden" in dealerships , sitting idle on the showroom floor and failing to attract the attention of typical G-Class customers.
Sales comparison: electric vs. combustion…
During its first year on the market, the G-Class EQ has barely managed to register around 1.450 units in Europe through spring 2025. Looking at the global picture, the results are no better: in China, the world's leading market for electric cars, only 58 sales have been recorded, and in South Korea, 61. In the US, where the traditional G-Class remains a symbol of prestige, not a single unit has been delivered. In contrast, the gasoline and diesel variants continue to dominate, racking up almost 9.700 registrations in the same period in Europe, reflecting a much greater interest in the traditional versions.
The discrepancy between the success of the traditional versions and the poor performance of the G580 EQ is so pronounced that several executives have openly acknowledged the problem. Although the company officially maintains that the figures are "within expectations," no manager has been willing to specify the actual target, fueling the perception that things are not going as anticipated.
Factors that would explain the limited success…
- High price: The cost of the electric G-Class starts at €142.600 and can exceed €160.000 in some versions, clearly surpassing the diesel and gasoline models, which are already commanding high prices, making it less attractive to traditional buyers of the model.
- Limiting autonomy: Although it is certified for 473 kilometers under the WLTP cycle, in real-life conditions it barely exceeds 350 kilometers, which represents an uncompetitive offer for a vehicle of its category and price.
- Functionality cut: The car weighs over 3.000 kilos, which reduces the payload to just 415 kilos and eliminates the option of installing a tow bar, two key features for more adventurous or professional users.
- Platform not optimized for electrics: Mercedes opted to adapt the traditional chassis structure of the G-Class, inserting the battery into the frame, rather than using a specific electrical architecture. This hinders interior space utilization and adds extra weight, in contrast to what pure electric vehicles offer.
- Misalignment with the customer profile: Regular G-Class customers seek classic sensations, such as the responsiveness of a six- or eight-cylinder engine and a traditional driving experience. The electric version, while trying its best to emulate the character of the original, still fails to convey that essence for its most loyal customers.
Impact on the future strategy of Mercedes-Benz
The low demand for the G580 EQ has sparked internal debate within the brand about the future of this model. A prime example is the "Little G" project, slated for 2027: initially conceived as an exclusively electric model, its developers are now seriously considering offering hybrid or even internal combustion variants , thanks to modular architectures like the MMA. Engineers and managers acknowledge that, to meet actual demand in the segment, they can adjust the design to accommodate traditional engines if sales figures warrant it.
This strategic shift reflects a broader industry trend, as demand for luxury electric vehicles is growing much less than anticipated. In markets like China, entry-level electric models, not luxury ones, dominate sales, which explains why Chinese competitors are succeeding where European brands are struggling.
Everything experienced with the Mercedes-Benz G-Class EQ demonstrates that electrification, while inevitable, must take into account the true needs and expectations of users . The brand's steps back, reconsidering combustion engines or hybrids for future products, reflect a greater sensitivity to the market and its preferences, indicating that in the premium segment, the transition to electric cars is not as simple or immediate as previously thought.
Source – Handelsblatt
Images | Mercedes-Benz
