Mercedes-Benz has increased the discount on its electric G-Class, the G580 EQ, to 10% in Germany as demand continues to fall short of projections, reducing the base price by nearly €15,000. The move comes after a full year of sluggish global sales for the battery-electric version of the off-road model.
From its launch in April 2024 to the end of April 2025, Mercedes sold only 1,450 units of the G580 EQ worldwide, compared with 9,700 units of the combustion-engine G-Class over the same period. The traditional six- and eight-cylinder versions remain in strong demand, particularly the AMG G63 with its V8 engine, whose sound and driving characteristics have long been key selling points for the model’s core customer base. Online discussions suggest that buyers who favour the G-Class for its “brute” personality may struggle to identify with the quieter and more refined electric version.
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A June report by Handelsblatt highlighted the commercial challenges facing the G580 EQ, quoting one unnamed Mercedes executive as saying: “The car is sitting like lead at the dealerships; it’s a complete flop.” Another manager told the newspaper: “It’s a niche model, volumes are very low.”
The price adjustment is Mercedes’ latest attempt to bolster interest. The G580 EQ’s regular base price of €142,621.50 had positioned it near the top end of the luxury EV market. A 5% discount introduced in May has now been doubled, bringing the entry price down to €128,359.35 including VAT. Leasing benefits are more modest: on a two-year contract with no down payment and a 10,000-kilometre annual limit, the monthly rate falls from €1,559.26 to €1,524.
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While the discount represents a notable shift for a model line that has historically sold at full price, the cuts apply only to the electric version. Mercedes has kept pricing unchanged for the combustion-engine G-Class, which continues to perform strongly and remains a cornerstone of the brand’s high-margin lineup.
Industry analysts note that Mercedes’ move reflects broader pressure in the luxury EV segment. The company is seeking to lift its overall electric-vehicle mix in Europe to improve fleet emissions performance, but several premium models—including the EQS and EQE—have delivered weaker-than-expected results. Similar trends have emerged elsewhere: even in China, lower-priced EVs are outperforming luxury offerings, and Rolls-Royce recently introduced a US$5,000 discount on its Spectre EV in the United States.
Source: insideevs.de, mbpassion.de, mercedes-benz.de
