Mercedes-Benz has introduced a $10,000 incentive on its electric G-Class model, the G580, in an effort to boost sales of the luxury SUV. The discount, available for both leases and purchases, comes amid reports of slow sales for the electric version of the iconic G-Class, despite its high starting price of $164,550.
Originally capped at $5,000 and only available for lease agreements, the $10,000 discount now extends to all purchasing options. However, for a vehicle with a base price nearing $165,000, many potential buyers might not be swayed by a roughly 6% discount. A quick look at listings shows that most G580s are priced between $180,000 and $190,000, far beyond the base MSRP.
Sales Struggles Despite Strong 2025 for G-Wagen
Despite a strong performance for the G-Wagen lineup in 2025, with 49,700 units delivered globally, the electric G580 is not seeing the same level of success. Mercedes has not disclosed how many of the G-Class sales were attributed to the electric model, but early reports from 2025 suggest the G580 has struggled to find buyers.
In Europe, only 1,450 electric G580s were sold by April 2025, with just 58 sold in China. There have also been reports that the G580 has not sold a single unit in the U.S., although this was not officially confirmed.
The G-Class’ Electric Transformation
Mercedes-Benz’s move to electrify the G-Class has been met with mixed reactions. The G-Class has long been known for its rugged, off-road capabilities, and some critics argue that the transition to an electric model—one that can “glide along in complete silence”—dilutes the essence of what makes the G-Class iconic.
Despite the criticism, Mercedes continues its efforts to move forward with electrification. The company remains confident in the G580’s potential, believing that the blend of luxury, off-road heritage, and modern electric technology will eventually win over more customers.
Will the Discount Be Enough?
As Mercedes looks to turn around the G580’s disappointing sales, the $10,000 discount could help stimulate interest, especially for those seeking a luxury electric SUV. However, whether the incentive is enough to sway buyers remains to be seen. For now, Mercedes-Benz will continue to push forward with its electrification strategy, despite the uphill battle to convert G-Class fans into electric vehicle enthusiasts.
