Mercedes-Benz is clearly going out of its way to keep momentum behind its electric G-Wagon. The brand has now doubled its incentive bonus to $10,000, according to CarsDirect, up from the previous $5,000, which shows Merc is very well aware of the current state of the EV market – annual EQS sales have not exceeded 30,000 units. The updated deal applies to both purchases and leases, giving buyers more flexibility than before. It also shows that even at the very top end of the luxury spectrum, automakers are having to work harder to keep electric models competitive.
A Bigger Incentive On A Very Expensive Luxury SUV
Mercedes-Benz
The new $10,000 bonus is the largest incentive Mercedes has ever offered on the electric G-Class. It applies to the G 580 with EQ Technology, and replaces earlier deals that were limited to lease customers. On paper, a five-figure cut sounds dramatic, but in reality, it trims just over 6% off a vehicle that still starts at more than $160,000. That makes the electric G-Wagon slightly easier to justify, though it remains one of the most expensive electric SUVs on sale. While the expensive side of the EV market cools down, leaders like GM continue to argue that electric vehicles are the long-term winner. As a result, brands are constantly adjusting their strategies to keep buyers engaged rather than stepping away, like Mercedes-Benz is doing.
How The Electric G-Wagon Stacks Up Against Rivals
Lucid
Rivian
Just like its petrol-powered sibling, the electric G-Class is all about status. Four electric motors deliver 579 hp and 859 lb-ft of torque, pushing the nearly 6,700-lb SUV to 60 mph in just over 4 seconds, while its range sits at around 239 miles. Those numbers are respectable, but in the luxury EV space, they don’t stand out. Rivals such as the BMW iX, Lucid Gravity, and Rivian R1S offer more range and stronger value for money. The quad-motor R1S, for instance, delivers more than 1,000 hp, has a claimed 0 to 60 mph time of 2.5 seconds, can do over 400 miles per charge, and starts at just over $120,000.
A Tiny Discount For A Niche Market
There is no denying that overall interest for EVs has declined – especially lavish ones – and Mercedes is very well aware of that. Therefore, there are plans in motion for a baby electric G-Wagon aimed at buyers with a tighter budget. Still, the bigger picture suggests electric vehicles are far from fading. Mini sold more than 100,000 EVs in 2025, showing that demand remains strong among the right audience. But on the other hand, buyers are more value-conscious than ever before, hence why BYD has overtaken Tesla as the world’s largest EV seller. Will the electric G-Wagon’s $10,000 bonus translate to millions of sales overnight? No. But it could be enough to sway buyers who are already torn between the traditional V8 icon and its electric successor. At least until 2 February, when the incentive expires.
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