According to the German news magazine Der Spiegel, German premium car manufacturers BMW and Mercedes-Benz have received significantly more pre-orders for their competing new electric SUVs than expected.
As a result, both manufacturers are accelerating production of their ‘electric SUVs of a new era’, the BMW iX3, the first member of the ‘Neue Klasse’, and the Mercedes-Benz GLC with EQ technology. Both models start at around €70,000 in their top-spec launch versions, measure approximately 4.80 meters in length, feature 800-volt technology, and offer high charging power and range.
Additional shifts
Mercedes-Benz is producing the new battery-electric GLC, unveiled at IAA Mobility in September, at its Bremen plant using a three-shift system, supplemented by additional Saturday shifts to meet high demand.
Der Spiegel reports having learned this from sources within the company. Last week, Mercedes’ Sales Director, Mathias Geisen, explained: “Following the outstanding start of the new CLA, demand for the new all-electric GLC is now also significantly exceeding our expectations.”
The company added that “order books are already filled well into the second half of 2026”. In other words, customers ordering an electric GLC now may have to wait until autumn 2026. The first commercial echoes of the Brussels Motor Show also mention that interest in the new GLC was extremely high, and some sources say that 600 orders had already been registered.
According to the report mentioned, the situation at BMW is similarly positive. The BMW iX3, also unveiled at the IAA and the first model based on the Neue Klasse platform, is reportedly in ‘exceptionally high demand’ from both private and fleet customers.
Sources within BMW told Der Spiegel that there has been a ‘very high volume of orders.’ As a result, the company plans to accelerate production at its new plant in Debrecen, Hungary, and introduce an additional shift earlier than planned.
Attracting new customers
Furthermore, the battery-electric iX3, which offers an impressive range of 805 kilometers (WLTP), is achieving a particularly high conquest rate, meaning BMW has attracted many new customers who previously drove vehicles from other brands.
One in three iX3 orders comes from a new customer. This is notable given that only ‘blind orders’ have been possible so far, as the model will not be available at BMW dealerships until March for potential customers to test-drive. BMW plans to follow up soon with the Munich-built i3 saloon and later the i3 Touring estate version.
Reducing the sales gap
The BMW Group increased its electric vehicle sales by 3.6% to 442,072 units last year, despite the Neue Klasse not yet being available, achieving a global battery-electric vehicle share of around 18%. Mercedes-Benz saw a 4% to 197,300 electric vehicles, and the BEV share stood at just 9.4%.
While BMW appears poised to continue its success in electric vehicles with the Neue Klasse, Mercedes-Benz will have to step up its game to close the electric sales gap with its South German rival. In the first place, Mercedes-Benz is heavily counting on the success of its new battery-electric models, such as the GLC and CLA, to reverse the trend.
The new full-electric Mercedes C sedan (and later estate) will arrive later this year. Meanwhile, Mercedes-Benz has reintroduced its EQE and EQS models in North America after an absence of several months.
