The upcoming Mercedes GLC embodies a nod to the past glories.

In a surprising turn of events, Mercedes-Benz has announced a significant change in its electric vehicle (EV) strategy, with the new fully electric GLC set to take centre stage in the company's transition to an "Electric Only" future.

The decision to prioritize the GLC over the compact sedan CLA, despite both models sharing the same MB.EA platform, signals the importance Mercedes places on the GLC as a flagship for showcasing its new electric luxury and advanced technology.

The new GLC, set to make its world premiere at the IAA Mobility in Munich on September 7 and go on sale in spring 2026, boasts an iconic radiator grille with a thick chrome border, reminiscent of the Mercedes "Eight-Strich" from the 1960s and the W108 S-Class. The design is intended to evoke a sense of nostalgia for the golden age of Mercedes while also looking forward to the future of electric vehicles.

The GLC's design departure from the controversial EQS, which was criticized for its low roof line and soft, rounded shape, is a clear indication that Mercedes is taking a new direction in its design philosophy. The EQS, which was initially expected to be marketed as a futuristic CLS or an S-Class coupe according to the Chief Design Officer, sold nearly 19% fewer battery-powered cars in the first half of the year compared to the previous year.

The cause of the low electric vehicle sales for Mercedes is currently unclear, but the design team is being held responsible for the low sales of the EQS. The design department visited the Mercedes Museum beforehand to gather inspiration for the new design of the GLC.

Meanwhile, the fully electric version of the G-Model has not proven popular among customers. In contrast, the share of electric vehicles in total sales for Mercedes dropped to 8.4% in the first half of the year.

In response to these challenges, Mercedes-Benz is pausing production of the EQS and EQE for the US market starting in September and stopping the acceptance of new orders for these models. The company is focusing its efforts on the new GLC, which is expected to be a significant model in its electric vehicle strategy under CEO Ola Källenius.

Despite the revival of chrome in its design, Mercedes-Benz remains committed to its sustainability goals. The radiator grille of the new GLC features smoked glass optics and integrated contour lighting, making it a striking presence on the road while also maintaining a high level of prestige.

The press release for the new GLC states, "Inspired by the past, created for the future." This phrase encapsulates Mercedes-Benz's approach to its new era of design, which is aimed at balancing tradition and innovation in a way that appeals to both current and future customers.

The new GLC will be the first fully electric compact SUV from Bremen to feature this new design, marking a new chapter in Mercedes-Benz's history and signalling the company's commitment to electric vehicles as the future of the automotive industry.