How Mercedes-Benz Turned a Military Vehicle into a Celebrity Fashion Accessory originally appeared on Autoblog.
Mercedes-Benz celebrated a huge production milestone
This week, German luxury automaker Mercedes-Benz celebrated a huge production milestone, rolling out the 600,000th unit of the Mercedes‑Benz G‑Class from the production line at Magna Steyr in Graz, Austria. According to Mercedes, the record-setting unit was one of the newest electric versions: a G580 with EQ Technology finished in a beautiful Obsidian Black Metallic.
Over the past four decades, the Mercedes-Benz G-Class, commonly known to both car nuts and civilians as the "G-Wagon," has had a 180-degree transformation from its utilitarian origins as a Spartan off-road vehicle. Today, they are a common sight on Rodeo Drive, in SoHo, Miami's Design District, or any cosmopolitan bloc, often adorned with shiny chrome accents or blacked-out trim, rolling on dubs bigger than extra-large pizzas.
The Mercedes G-Wagon has become a status symbol for the rich and famous, whether they are Hollywood celebrities, social media influencers, or families showing off during the school run. However, despite its present-day posh image, this luxury SUV was not originally designed to be parked outside Carbone or Erewhon; it was built with a mission in mind.
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The Shah's request
The G-Wagon's story began in the early 1970s, when Mohammad Reza Pahlavi, the then-Shah of Iran, shared an idea of a durable, capable, and practical off-road vehicle for both the military and ordinary civilians with Mercedes-Benz, and solidified his intent by placing an order for 20,000 such vehicles.
Given that the Shah was a major shareholder of Daimler-Benz at the time, Mercedes executives and engineers took the suggestion seriously and partnered with Austrian manufacturer Steyr-Daimler-Puch to develop such a vehicle. They even went so far as to build a new factory in Graz, Austria, specifically for the purpose of manufacturing these vehicles.
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Following extensive testing under extreme conditions all around the globe, the Geländewagen, or "terrain vehicle," started to roll off the line in 1979. The Shah’s order of 20,000 vehicles was never fulfilled, as he was ousted from power in the Iranian Revolution in 1976, three years before the first G-Wagon left Graz. However, the world's militaries quickly took note of the G's capabilities and responded by opening their checkbooks.
Over its four-decade lifespan, the military and utility version of the G-Wagon was adopted by the armed forces of many nations around the globe. The Argentine military used them during the Falklands War, the Canadian Royal Army used them in Afghanistan, and currently, the United States Marine Corps uses a modified variant as Interim Fast Attack Vehicles (IFAVs). Additionally, Pope John Paul II also received a custom white G-Wagon with a glass dome, which became the first popemobile. This Holy See tradition continues with His Holiness Pope Leo XVI today with an all-electric variant.
Built like a tank, a Mercedes tank
Though the G-Wagon was tough, it still carried Mercedes DNA. While the early civilian versions were bare-bones, they offered refinement and precision that other off-roaders didn't have. As a result, it didn't take long for the model to develop a cult following among adventurers, explorers, and the well-to-do outdoorsy crowd.
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In 1990, the G-Class received its first major styling update. Although Mercedes did little to tweak its boxy, utilitarian looks, it transitioned it towards the luxo-barge we know and love. Civilian-spec models ditched the featureless utilitarian offerings for familiar luxurious Mercedes trimmings borrowed from its big sedans. For the first time, G-Wagons could be equipped with wood trim, leather seats, and other creature comforts like cruise control and anti-lock brakes.
However, while American buyers in the know imported Gs through grey market channels, it wasn't until 1993 that G-Wagons began to make their way into America in a more legitimate manner. That year, the Feds approved Santa Fe G-Wagon specialists Europa to become the official G-Wagon importers for the American market. However, bringing these European vehicles up to Federal standards was expensive, resulting in these imports carrying a six-figure price tag, which solidified their appeal as a luxury item.
The celebrity era
However, the real turning point for the G-Wagon came in the 2000s, as Mercedes recognized that the American market had a huge appetite for big SUVs and 4x4s. In 2002, it officially started importing the G-Wagon into the American market when it introduced the G500, a V8-powered version of the G-Class.
As the years went by, Mercedes released more powerful and luxurious versions of the boxy beast. Notable examples are models developed by Mercedes' performance arm, AMG. The engineers at Affalterbach developed performance versions like the G55 and the subsequent G63, which featured supercharged V8 engines lifted from its powerful performance sedans.
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As distribution increased, the boxy Benz transformed into a pop culture namestay as a must-have fashion item. In the early 2000s, it was impossible to ignore weekly gossip magazines and daily celebrity television programs stuffed with paparazzi photos and amateur footage of stars like Arnold Schwarzenegger, Britney Spears, and Paris Hilton around Hollywood with their G-Wagons.
At the same time, rappers frequently name-dropped them in their songs and showed them off in garages featured on MTV Cribs. By the mid-2000s and into the 2010s, G-Wagons had become commonplace in music videos, on red carpets, and in pictures shared by celebrities like the Kardashians on social media.
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Final thoughts: More than just a boulevard cruiser
Even with all the hype, the luxurious features, the six-figure price tag, and the weird and innocuous limited-edition variants it comes in, Mercedes engineers never let the G-Wagon stray away from its roots as an off-roader worthy of militaries worldwide four decades after its release. To this day, the G packs some serious kit fit for any trail, including three locking differentials, a truck-like body-on-frame construction, special off-road driving modes, and the ability to climb steep 45-degree slopes with ease.
Though it has a flashy reputation, the G-Wagon has a loyal following for a reason. No matter what you think, the G-Wagon's evolution from a tried and true military vehicle to a beloved luxury cruiser is one of the most impressive transformations in automotive history.
How Mercedes-Benz Turned a Military Vehicle into a Celebrity Fashion Accessory first appeared on Autoblog on Aug 16, 2025
This story was originally reported by Autoblog on Aug 16, 2025, where it first appeared.
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