For the first time in its storied 57-year history, Mercedes-AMG has pulled the wraps off an entirely in-house designed SUV—a full-size electric off-roader dubbed the “Born in Affalterbach.” Crafted from the ground up on the AMG.EA electric high-performance platform, this bold new SUV aims to deliver the adrenaline-pumping performance AMG fans crave, now wrapped in an all-electric package. With initial test drives slated for this winter, AMG enthusiasts and electric car fans alike are eagerly waiting to see how this powerhouse will stack up.

Mercedes-AMG has long been a trailblazer in the high-performance SUV category. Over 25 years ago, it practically created the segment with the release of the ML 55 AMG—a vehicle that captured imaginations and redefined the idea of a luxury SUV with an emphasis on high-octane thrills. Since then, AMG’s line-up has swelled, now featuring six SUV models across the range, including favourites like the GLA, GLB, and the formidable GLS. The G-Class, affectionately known as the Geländewagen, remains the ultimate icon, with the G 63 setting standards for luxury, off-road capability, and unbridled power.

The new “Born in Affalterbach” SUV signals the dawn of a new era for AMG. Unlike AMG-badged vehicles built on existing Mercedes-Benz platforms, this upcoming electric SUV is a 100% AMG project, designed and engineered solely by AMG’s elite team in Affalterbach. This will be only the second model to roll out on the new AMG.EA platform and joins the select company of pure AMG creations like the GT, SL, and SLS.

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ABOVE: AMG models, Born in Affalterbach bespoke SUV project

AMG’s Chairman, Michael Schiebe, explained the philosophy behind this new direction. “Our new high-performance architecture follows a clear philosophy: ‘AMG First, EV Second,’” he said. “This means that the vehicles not only excel as electric vehicles but also embody the core AMG qualities of emotion and performance.” So while AMG’s upcoming SUV may wear the EV badge, it promises to deliver the signature roar and driving excitement for which AMG is famous. Think of it as an EV with a distinctly AMG soul, created not to compromise but to reimagine what an electric SUV can be.

Details are still closely guarded, but the development vehicle hints at serious performance capabilities under the hood—or in this case, beneath the floor. With AMG’s exclusive engineering and a purpose-built electric platform, the “Born in Affalterbach” SUV is expected to bring that unmistakable blend of brutal power, precise handling, and sheer driving pleasure that AMG fans love. AMG’s boldest venture into the electric era doesn’t just aim to keep pace with competitors; it’s positioning itself as the benchmark for high-performance electric SUVs.

As AMG fans and EV enthusiasts gear up for what promises to be an electrifying debut, the new SUV underscores the brand’s dedication to redefining performance for a new era. This all-electric powerhouse combines AMG’s rich legacy with cutting-edge electric performance, a thrilling nod to the brand’s storied history—and a big promise for the future of luxury performance in a rapidly changing automotive landscape.

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