Episode Details
Back to EpisodesBMW’s Rumored G-Class Rival Has Reportedly Hit A Wall
Description
Rumors about BMW developing a rugged off-roader to rival the Mercedes-Benz G-Class sounded a little far-fetched from the get-go.
After all, BMW does offer a rival for the G-Class, albeit not a direct one: the six-figure XM ultra-luxury performance SUV costs about the same as the G-Class. Mind you, the XM and the G-Class are entirely different types of SUVs.
According to BMW Blog citing sources familiar with the program, the rumored rugged SUV known internally as the G74 has not cleared its final approval round. This puts the future of BMW’s G-Class rival in uncertain territory.
An Off-Road BMW Might Not Make Economic Sense Right Now
BMW has never acknowledged that the G74 was under development, but the same sources claim the reason for its alleged shelving is that the vehicle was targeting a segment too small to justify the investment. After all, bringing a bespoke luxury off-roader to market costs a bit more than peanuts.
But that may not be the only reason for the G74’s failure to get the green light from BMW’s head honchos. As BMW Blog points out, the Bavarian automaker is currently in the midst of streamlining its lineup (and workforce), which prevents it from chasing every niche out there.
The times when BMW would launch niche models like the 3 Series GT or 5/6 Series GT are gone, which may be why the carmaker may not be willing to bet on a direct rival for the G-Class and Range Rover right now.
Needless to say, you should take all of this with a grain of salt as nothing is official at this point. BMW can still cancel or approve a new project 18 months prior to the start of production, so the G74 can still happen. Originally, the rugged BMW SUV was allegedly targeted to launch in 2029, so there’s plenty of time left to put the project back on track if Munich has a change of heart.
Furthermore, BMW’s current multi-platform strategy allows it to change course faster than many of its rivals.
A Short History of BMW's G74 Rugged SUV
Cole Attisha Using Midjourney AI
BMW’s plans to launch a G-Class rival first surfaced in 2024, when the project allege