And if someone were to ask for the least suitable candidate, the legendary Mercedes "cube" would come to mind immediately. Brutal, heavy, with brick-like aerodynamics—it's loved for entirely different reasons. Now, this classic has been fitted with an electric drivetrain, pushing the weight to nearly 3.1 tons and equipping it with a 116 kWh battery. Impressive? Technically, not really.
How a Cult Off-Roader Became an Unusual Experiment
Mercedes made an effort, of course. They preserved the signature angular style, dropped the EQG name, involved the company CEO, ramped up marketing, and even enlisted Hollywood stars. They flew to Las Vegas to demonstrate the vehicle's tank-like pivot turn. The idea was ambitious, to say the least. But the market responded accordingly.
Demand for the electric G-Class is so low that the company has doubled discounts—a move uncharacteristic for the G-Class lineup. These vehicles typically sell without any price reductions, yet here it's suddenly 10% off. In Germany, the price of the G580 with EQ Technology dropped from approximately €142,600 to €128,400. By premium standards, this is nearly unprecedented.
Why Buyers Are Steering Clear of the New Model
The reasons are straightforward:
- Weight approaching three tons—excessive for off-road use.
- Poor aerodynamics result in modest range, with a heavy battery.
- G-Class customers seek engine sound, gasoline aroma, and rugged character, not a whispering electric powertrain.
Additionally, for the same price, one could opt for a conventional G-Class with an internal combustion engine, which holds value far better on the secondary market.
Sales: Expectations Versus Reality
Over 18 months, fewer than 2,000 units have sold across Europe. For a model with such renown, this is underwhelming. According to German media, dealers have them sitting idle. Notably, 25 units were sold in Czechia—a respectable figure for that market size.
Globally, however, the picture remains unchanged. Classic versions like the G 450d, G 500, and G 63 continue to sell without discounts. The electric variant remains an outlier, and Mercedes is aware of this.
What Comes Next?
Most concerning is the planned 2027 release of a smaller G-Class, intended to be fully electric. Following the G580's performance, this approach may warrant reconsideration. Otherwise, the pattern could repeat on a smaller scale.
Even iconic brands make missteps at times. In the case of the electric G-Class, the warning signs were evident from afar—even in poor weather without high beams.
