Two New Premium Contenders Are Coming For The G-class

Rugged off-roaders are having a moment, particularly in the United States. Once a niche pursuit for enthusiasts, the segment has exploded into a full-blown trend, driven by the arrival of models like the Ineos Grenadier, Ford Bronco, Rivian R1S, and GMC Hummer EV.

Mainstays such as the Land Rover Defender, Mercedes-Benz G-Class, and Toyota Land Cruiser now face fiercer competition than ever, and soon they’ll be dealing with a new kind of premium challenger from Audi and BMW.

Read: Audi’s New 4×4 Could Blend Scout DNA With G-Class Swagger

With demand for capable 4x4s surging not just in the US but also in China, it’s no surprise that Mercedes-Benz’s two biggest domestic rivals want to get in on the action. These new entrants promise to shake up the market, which can only be a good thing for consumers.

Audi’s Move Into the Wild

So, what can we expect? First, the Audi. The brand has toyed with the idea of a proper off-roader to rival the Mercedes G-Wagen for years. In early 2025, it presented the wild Q6 e-tron off-road concept, a machine so dramatic that some wondered if its design had been generated by AI when the first images appeared.

Illustrations Theottle

As impressive as that concept looked, Audi’s real-world answer to the Land Rover Defender is expected to take a different route.

According to Auto News, the production model is likely to share its underpinnings with the 2027 Scout Terra and Traveler, both developed under the same Volkswagen Group umbrella.

Scout’s models are planned with battery-electric and range-extender setups, and while Audi may draw from that hardware, it would probably increase power output to justify the higher price and premium positioning.

Not only could the Audi model use Scout parts, but it could also be assembled at Scout’s upcoming factory in South Carolina. This would allow it to avoid the tariffs it’d be hit with if built in Europe and exported to the United States. It could launch in 2030.

BMW’s Turn on the Trail

Then there’s the BMW. Currently codenamed the G74, its G-Class rival could use the same CLAR platform as the X5, albeit modified to make it more capable when the going gets tough.

Although BMW doesn’t share Audi’s rally legacy, it has enough engineering expertise to create something every bit as capable. Like its competitor, it would almost certainly be built in the States at the brand’s South Carolina plant.

Then there’s the matter of powertrains. As the all-electric Mercedes G580 has failed to take off, Audi and BMW would be wise to offer their off-roaders with combustion engines, either operating alone or as part of a hybrid system. If Audi and BMW do want to sell electric versions, they’d be able to find many more willing buyers in China, where there are already a host of rugged EVs available.

As noted by Auto News, demand for off-road SUVs has never been stronger. Last year, combined sales of the Ford Bronco, GMC Hummer, Ineos Grenadier, Jeep Wrangler, Land Rover Defender, Land Rover Range Rover, Mercedes G-Class, Rivian R1S, and Toyota Land Cruiser reached 415,007, up from 349,517 in 2023.

Through the first nine months of this year, sales totaled 371,495, setting the segment on course to surpass 2024’s tally. Clearly, the new Audi and BMW models can’t come soon enough.