After 57 years of existence, Mercedes-AMG takes a new step. The Mercedes sports division develops its very first SUV created from A to Z in its Affalterbach workshops. An announcement which comes in a delicate context for the German manufacturer, faced with disappointing electric sales.
A 100% AMG development, a historic first
This new large SUV marks a turning point in the history of AMG. For the first time, the brand’s engineers are designing the entire architecture of the vehicle. The project is based on the high-performance electric platform AMG.EAdeveloped specifically for the manufacturer’s sportiest models. The first road tests will begin this winter, paving the way for probable commercialization between 2026 and 2027.
An “AMG first, electric vehicle later” strategy
Michael Schiebe, Chairman of the Board of Management of Mercedes-AMG, reveals the philosophy behind this new project: “AMG first, electric vehicle second”. A positioning that favors the brand’s sporting DNA, without sacrificing performance for the benefit of electrification. This approach aims to reassure purists of the brand, while attracting new customers sensitive to new technology.
The choice of an SUV for this ambitious project is no coincidence. Since the launch of the ML 55 AMG more than 25 years ago, SUVs constitute a major pillar of the AMG catalog. Today, the brand already offers six different ranges of SUVs, from the compact GLA to the luxurious GLS, including the iconic G-Class and the electric EQE SUV.
Delicate timing in the face of market challenges
However, this announcement comes in a troubled context. Mercedes is facing disappointing sales of its electric models, to the point of lowering its ambitions in this area. The manufacturer has even decided to postpone its transition to all-electric and to abandon the development of a platform dedicated to its high-end electric vehicles.
- Mercedes-AMG develops its first SUV designed entirely in-house
- The vehicle is based on the new AMG.EA high-performance electric platform
- We should probably expect a launch in 2026-2027, despite a difficult context for electric vehicles
