Mercedes-Benz is now offering a $10,000 discount on its all-electric G580 with EQ Technology, a move likely aimed at boosting sales of the high-priced SUV. The incentive applies to both purchases and leases, up from a previous $5,000 cap for leases only.
Electrification of an Icon
The electric G-Class represents a significant shift for the traditionally rugged, gasoline-powered vehicle. Despite a strong overall performance for the G-Wagen lineup in 2023, with nearly 50,000 units sold globally (a 23% increase), the electric variant has struggled to gain traction.
Price and Availability
The G580 starts at $164,550, but finding one at MSRP is rare. Current listings often range between $180,000 and $190,000. A $10,000 discount represents roughly 6% off the base price, which may not be enough to sway many buyers accustomed to the luxury vehicle’s high cost.
Sales Data and Market Response
Mercedes has not disclosed specific sales figures for the electric G580. However, reports suggest it has been a slow seller, with only 1,450 units sold in Europe and 58 in China as of April 2024. Unconfirmed reports also indicate zero US sales at one point.
The electric G-Class’s slow uptake raises questions about whether luxury buyers are ready to fully embrace an electric version of such an iconic, traditionally combustion-powered vehicle. Mercedes’ move to increase the discount suggests the company recognizes this challenge and is actively trying to adjust.
