Mercedes-Benz G-Wagen gets its first revamp since 1979
With its boxy look, the rugged SUV harks back to an earlier era, but is longer and wider than the original and is equipped with flat-screen displays
In the first revamp of the G-Class since the rugged sport utility vehicle’s introduction nearly four decades ago, Mercedes-Benz took the approach that if it ain’t broke, don’t fix it.
When Mercedes developed the G-Class in the late 1970s, its boxy design and all-terrain capabilities were envisioned as being suitable for soldiers and explorers. It largely stayed in that niche until the SUV boom brought it more into the mainstream as its commanding presence and throwback styling made it popular with celebrities Sylvester Stallone, Kim Kardashian and Megan Fox. Sales have surged over the past decade.
“It’s a very successful model that’s driven lots of profits,” said Peter Fuss, a partner at consulting firm EY. “Everyone in the industry needs to earn the billions necessary to invest in new technology.”
The company invited former California governor and action-movie actor Arnold Schwarzenegger to the unveiling at the Michigan Theater in Detroit to share his fondness for the G-Wagen, which he said was developed in his hometown of Graz. Citing his reputation as an environmentalist, Schwarzenegger pushed Daimler AG CEO Dieter Zetsche to recommit to offering an electric version of the G-Class, like his own customised SUV.
“Does this G-Wagen eventually come out as an electric G-Wagen?” Schwarzenegger asked.
Zetsche reiterated that all Mercedes will eventually be electrified, but for specifics: “Stay tuned.”