It seems that not all iconic cars are easy to convert to electric power trains, despite the hype that may surround them. Mercedes-Benz made a big deal about the introduction of an all-electric version of their “off-road king,” the G-Class, officially named the G 580 with EQ Technology. However, potential customers have not shown much enthusiasm.
The Mercedes-Benz G 580 EQ, a fully electric vehicle, was first introduced in April 2024, but things didn’t go as expected. According to the German publication Handelsblatt, sales of this model have been dismal a year after its launch. “The car is languishing at dealerships like a lead weight, a complete failure,” shared a Mercedes-Benz executive. “It is a niche model with very low production,” added another internal source.
According to data from Dataforce and Marklines, this high-priced SUV (priced at $161,500 in the US) has only sold 1,450 units in the European market as of the end of April. Meanwhile, sales in South Korea stood at just 61 units. Even in China, a market known for its enthusiasm for electric vehicles, only 58 units were sold. Surprisingly, the report indicates that Mercedes-Benz has not sold any units in the US market. This seems hard to believe, and Mercedes-Benz USA has not yet confirmed this information.
While the electric G-Class struggles, the combustion engine version continues to sell well. Despite a high price tag, the G-Class with a gasoline engine outsells the electric version by a ratio of 7:1, according to Handelsblatt. Unlike the EQS or EQE, which were criticized for their boring designs, the G 580 EQ looks almost identical to the popular gasoline-powered version. So, where does the problem lie?
One reason could be that the G 580 EQ retains the same dimensions and interior space as the gasoline version instead of taking advantage of the benefits of electric vehicles, such as a flat floor, a larger wheelbase, and a more spacious interior. Additionally, its significantly heavier weight gives the G-Class pure electric poorer towing and payload capabilities than its gasoline counterpart. The G-Class pure electric also has a modest range of around 385 km according to the US EPA standard.
Customers buying luxury cars are not yet convinced by electric motors. They still prefer traditional luxury with large and powerful gasoline engines, even though the new Mercedes-Benz G550 has switched from a V8 to an inline-six engine.
Earlier this year, Mercedes-Benz confirmed that due to low electric vehicle sales, they would invest more in combustion engine technology. At the same time, the three-pointed star brand affirmed that it would also launch new electric vehicles. One of the upcoming models is considered a “scaled-down G-Class pure electric.” However, sources from Mercedes-Benz reveal that the company is seriously considering offering a combustion engine or possibly a hybrid powertrain for this SUV.
The failure of the G 580 EQ has led Mercedes-Benz to reconsider its strategy.
This shift is possible because the “scaled-down G 580 EQ” is developed on the MMA platform, similar to the new CLA, which can support both electric and gasoline powertrains. This contradicts rumors that Mercedes-Benz would use a different platform for the new model.
The electric version of the “off-road king” Mercedes-Benz G-Class was officially launched in Vietnam in April 2025, with a price starting from 7.75 billion VND for the G 580 EQ standard version and 8.68 billion VND for the G 580 EQ Edition One. At the time of the launch, only two units of the G 580 EQ Edition One were brought to Vietnam. By the end of this year, the G 580 EQ standard version will also be introduced to the market.
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