Mercedes-AMG has unveiled the first official image of its upcoming all-electric performance SUV, marking a significant step in the brand’s transition to high-performance EVs. The camouflaged prototype represents AMG’s first dedicated electric SUV, built on the new purpose-built AMG.EA platform that will underpin the brand’s future performance EVs, reports Car and Driver.

The full-size SUV showcases a departure from the current Mercedes-EQ design language, with a more aggressive and aerodynamic profile that differentiates it from existing models like the AMG EQE53 SUV. While heavily disguised, the prototype hints at design elements first previewed in the Vision AMG concept, suggesting a more purposeful performance aesthetic that balances aerodynamic efficiency with traditional AMG presence.

Purpose-Built Performance Architecture

The AMG.EA platform represents a significant technological leap for the performance brand. Unlike previous electric AMG models that were based on standard Mercedes-EQ architectures, this platform has been developed entirely in-house by AMG’s engineering team in Affalterbach. This dedicated approach allows for optimized performance characteristics from the ground up.

A key technical innovation is the implementation of axial-flux electric motors, which offer superior power density and packaging advantages compared to conventional radial-flux units. This technology, combined with AMG-specific battery developments, suggests the SUV will target segment-leading performance metrics when it launches.

Market Positioning and Timeline

The high-performance SUV will follow the introduction of AMG’s electric four-door GT model, which is scheduled for a 2025 debut as a 2026 model year vehicle. With winter testing already underway in Northern Suède, the SUV appears to be on a parallel development track, indicating a potential launch in late 2025 or early 2026.

This timing places Mercedes-AMG in direct competition with several upcoming electric performance SUVs. BMW’s high-performance electric X models and Porsche‘s electric Cayenne are both expected in similar timeframes, setting up an intriguing battle in the premium electric performance SUV segment.

Strategic Implications

The development of a dedicated AMG electric architecture signals Mercedes-Benz‘s commitment to maintaining its performance sub-brand’s relevance in an electric future. While traditional AMG vehicles built their reputation on distinctive V8 engines and exhaust notes, this new platform demonstrates how the brand intends to translate its performance heritage into the electric era.

The decision to develop unique AMG electric vehicles, rather than simply modifying standard Mercedes-EQ models, suggests a significant investment in differentiation. This strategy mirrors AMG’s traditional approach with combustion vehicles, where the most prestigious models featured bespoke platforms and engines.

This move also positions Mercedes-AMG to compete more effectively with dedicated electric performance vehicles from both traditional competitors and new entrants in the luxury performance space. The timing aligns with BMW M’s electric strategy et Porsche’s expansion of its electric lineup, indicating an intensifying battle for leadership in the premium electric performance segment.

As development continues and more details emerge, the true capabilities of AMG’s dedicated electric architecture will become clearer. However, the brand’s focus on purpose-built performance platforms and advanced electric motor technology suggests a serious commitment to maintaining its position at the forefront of high-performance luxury vehicles, regardless of powertrain technology.

Photo courtesy of Mercedes-Benz.