The once-humble Geländewagen has become a major moneymaker for Mercedes-Benz, and other automakers are taking notice. Both Audi and Genesis have revealed concepts in recent years that could evolve into their own G-wagen competitors. Now, BMW is reportedly laying out plans to start building a direct G-Class rival of its own, starting in 2029.
That word comes from both Automotive News and Autocar, which report that BMW's would-be flagship off-roader will be based on the same CLAR platform as the X5 and built in South Carolina alongside several of the company's other off-roaders. The car, which has allegedly been code-named "G74," would effectively replace the performance-focused and supposedly ill-fated XM as the flagship of the entire BMW SUV lineup.
Although the report is not necessarily the same thing as a confirmed product plan, the idea would make a lot of sense for BMW. G-Wagens have a notoriously high average transaction price, making them a major revenue driver for both Mercedes-Benz itself and its dealerships. BMW has a large selection of massively successful crossovers, but its only particularly expensive offering is the struggling XM.
By offering an off-road-focused luxury liner in place of an odd-looking SUV designed for on-road driving thrills, BMW can reach a more established segment of high-price buyers. The BMW off-roader could also have a halo effect on what the brand is selling with its other crossovers, which have traditionally been marketed by the group as "sports activity vehicles" and have rarely been sold off the strengths of their off-road capabilities. If the BMW X-Series flagship is an off-roader first and foremost, the brand could opt to market those bona fides in its X3s and X5s, too.
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