- Disappointing Sales Performance
- Reasons for Weak Demand
- Specification Comparison
- Impact on Mercedes’ Future Plans
- Is There Hope for Sales Improvement?
Mercedes-Benz has undergone a significant shift towards electric vehicles in recent years, but this transition has not been enough to convince the loyal fanbase of the iconic G-Class, especially with the launch of the electric G 580 model. While the gasoline and diesel-powered G-Class has long been a symbol of luxury and off-road capability, the electric version has not received the same enthusiasm in the market, facing lukewarm reception even in advanced EV markets like China.
Disappointing Sales Performance
According to reports from the German newspaper Handelsblatt, sales of the electric G-Class have been far below expectations, with only about 1,450 units sold by the end of April, compared to around 9,700 units of the conventional versions in the same period. One executive was quoted saying, “The car is sitting in showrooms like lead, it’s a complete failure,” noting that the electric model is still considered a niche product and was not expected to attract large numbers of buyers.
Reasons for Weak Demand
Several factors explain the poor sales of the electric version:
High Price: The G 580 electric starts at $161,500, which is higher than the standard G 550 ($148,250) and slightly less than the AMG G 63 ($186,100), placing it in a price range that many customers find hard to justify.
Limited Range: The electric version offers a driving range of only 239 miles under ideal conditions, a modest figure compared to customer expectations in this segment, especially since many rely on the G-Class for long trips and adventures.
Extra Weight: The electric G-Class weighs about 900 pounds more than the conventional version, affecting driving dynamics and maneuverability on tough terrains.
Off-Road Capability: Although the G 580 electric is equipped with four electric motors producing a total of 579 horsepower, some customers feel it does not match the durability and reliability of gasoline and diesel engines in harsh conditions.
Emotional and Sound Factor: A significant part of the G-Class’s appeal lies in the distinctive sound of its V8 engine, which is completely absent in the electric version, reducing its attractiveness to brand enthusiasts.
Specification Comparison
Impact on Mercedes’ Future Plans
Reports indicate that Mercedes planned to launch a smaller G-Class model by 2027, which was supposed to be fully electric. However, the weak sales of the G 580 EV may lead the company to reconsider this strategy, possibly introducing hybrid or conventional options for the smaller model, although this could be costly at this late stage of development.
Is There Hope for Sales Improvement?
It remains uncertain whether sales of the electric G-Class will improve in the coming months or if this model will face a fate similar to other electric attempts that failed to meet expectations. With customers still favoring traditional engines in this segment, Mercedes may need to revise its plans or focus on improving driving range and reducing weight to attract a broader buyer base.
Mercedes’ experience with the electric G-Class highlights the challenges luxury brands face when converting their classic icons to fully electric vehicles. While the G-Class remains a symbol of luxury and off-road capability, the electric version has yet to win over its traditional audience, raising questions about the model’s future and Mercedes’ strategy in the luxury electric vehicle market.
