It looks like BMW’s G-Wagen rival won’t be happening after all.

The German luxury marque has pulled the plug on the rumored G74 SUV, according to BMWBlog. The automaker seems to have moved on from plans to build a rugged, off-road-centric model that would compete directly with Mercedes’s iconic 4×4.

Way back in the spring of 2024, rumors began swirling that BMW was working on what would effectively be its equivalent of the G-Wagen or the Land Rover Range Rover. Code-named the G74, the model would reportedly be based on the fifth-generation X5, which was unveiled last month, and was being designed and engineered with off-roading in mind. A year later, Automotive News reported that 4×4 would likely feature an internal-combustion engine, potentially replace the XM in the automaker’s SUV lineup, and be built at its South Carolina factory starting in 2029.

Well, so much for all that. BMWBlog now reports that while there was initial excitement surrounding the project, the automaker has decided against moving forward with it. The answer, as is so frequently the case, is said to come down to money, as BMW doesn’t believe there is enough room in the luxury off-roader segment to make the investment in a completely new vehicle worthwhile.

When reached for a statement on Thursday, a spokesperson for BMW told Robb Report: “As a matter of policy, we do not comment on speculation regarding future product plans.” It should be noted that, despite all the coverage over the past two years, the automaker never confirmed or denied the existence of such a vehicle.

The G74 may not be happening, but the vehicle it was said to be based on, the new and improved X5, is start hitting American roads before the year is over. Three different models—the gas-powered X5 40, the hybrid-powered X5 50e xDrive, and the battery-powered iX5 60 xDrive—will be available at launch, with pricing beginning at $71,250. Deliveries of the vehicle are scheduled to begin in December.

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  Bryan Hood

  Senior Staff Writer

  Bryan Hood is a digital staff writer at Robb Report. Before joining the magazine, he worked for the New York Post, Artinfo and New York magazine, where he covered everything from celebrity gossip to…

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