Mercedes-Benz Cars marked the beginning of a new chapter in the Middle East with the regional premiere of the all-new electric G 580 with EQ Technology and the new Mercedes-AMG G 63 at the Mercedes-Benz Brand Center in Dubai Design District (D3) on June 10, 2024. This exclusive event was attended by prominent media figures, VIPs, and celebrities who enjoyed an immersive experience that highlighted the innovation and luxury of the G-Class.
Guests were greeted by a complete G-Class takeover, featuring models from over the decades, each with its own story. This was followed by an emotive testimonial video showcasing the rich history and personal stories of G-Class owners, setting the stage for the grand reveal.
The model reveals were dramatic, building anticipation among attendees, with the G 580 being driven into the venue personally by Mercedes-Benz Cars Middle East CEO, Michael Stroband.
Off-Road Experience Center Launch
The excitement continued the following day with the launch of the first-of-its-kind Off-Road Experience Center at the Brand Center. This off-road track replicates the challenging terrains and obstacles found at the G-Class Experience Center in Graz, offering an authentic and exhilarating off-road adventure to brand enthusiasts in the Middle East. The new track showcased the unique capabilities of the all-new G 580 and AMG G 63 in rugged conditions, and attendees had the opportunity to be the first to fully immerse themselves in this experience.
“The G-Class has always been a symbol of excellence and innovation. Today, we are not just unveiling new vehicles; we are heralding a new era for the G-Class, combining its iconic heritage with groundbreaking electric technology.” says Mr. Stroband.
Legacy Exhibition of G-Class Models
As part of the two-day event, a legacy exhibition displayed the full history of the G-Class, showcasing iconic models such as the 6x6, 4x4², and the Maybach G 650 Landaulet. The exhibition highlighted the rich heritage and continuous evolution of the G-Class from its inception to the latest innovations.
First launched 45 years ago, the G-Class, which takes its name from the German word ‘Geländewagen’ meaning off-road vehicle, has formed its worldwide reputation as a sought-after brand icon. With its long-lasting durability, 80 percent of all G-Class vehicles ever built remain in use on or off-road.