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Mercedes-Benz G-Class becoming a sub-brand, EV coming

Mercedes-Benz's iconic G-Class has spawned a new, fourth sub-brand for the German giant, though we don't know what's in the pipeline besides an electric G-Class.

2 weeks ago
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William Stopford
Journalist

Mercedes-Benz has announced another sub-brand: G.

It joins AMG, Maybach and EQ, becoming the fourth sub-brand for the German luxury brand.

The move was revealed by Mercedes-Benz as part of its strategy announcement this week, which also outlined the expansion of the electric EQ family.

It hasn’t released much in the way of details, besides saying demand for the current G-Class is ahead of capacity and that “the legend will grow and electrify”.

The company also reiterated its plans to introduce an all-electric version of the G-Class.

Just how a G sub-brand could work isn’t clear, especially considering the disparate strategies of the other sub-brands.

Maybach, for example, offers plusher versions of existing Mercedes-Benz models. AMG sells higher-performance versions of Mercedes vehicles, with the exception of the GT and GT 4-Door which are standalone models.

EQ, which doesn’t feature a double-barrel name like Mercedes-AMG or Mercedes-Maybach, features electric versions of Mercedes products. While the EQV, for example, hews quite closely to its internal combustion engine counterpart, the EQC features completely different styling while the sub-brand is rolling out new models imminently that offer unique platforms.

EQ models also won’t be the only electric Mercedes-Benz models, with plans to offer electric Maybach and AMG models.

One possibility is that Mercedes could follow the Ford Bronco model in offering an iconic, namesake model and then introducing a smaller model (or models) with styling inspired by the hero car.

Alternatively, the G-Class sub-brand could see Mercedes roll out modified versions of its existing SUV range that feature styling enhancements and/or greater off-road ability.

It’s no secret the G-Class has been a hit for Mercedes-Benz, especially in Hollywood.

The 1979-vintage Geländewagen had been developed as a rugged off-roader and quickly found favour with militaries and law enforcement agencies.

In the 2000s, Mercedes introduced increasingly on-road focussed Gs like the G55 AMG which, with their trademark, boxy styling and powerful V8 engines, attracted attention from wealthy buyers.

Mercedes finally introduced a new G-Class in 2018, a ground-up redesign but which faithfully follows its predecessor stylistically.


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