Luxury SUV buyers are getting unprecedented deals as automakers slash prices across segments to clear inventory and boost demand. Mercedes-Maybach is offering the most dramatic cut with a $50,000 discount on 2025 EQS 680 SUV models, dropping prices from $180,000 to $130,000. BMW's iX sees a $12,100 reduction, starting at $76,325 for 2026 models with improved range and performance.

These aggressive price cuts reflect cooling luxury EV demand and excess inventory as manufacturers prepare for next-generation models. BMW boosted the iX's range by roughly 10% through a new inverter and larger battery pack while introducing a base xDrive45 trim with 402 horsepower. The Mercedes EQS SUV receives $10,000-$15,000 discounts as dealers clear first-generation EQ inventory before a major 2026 refresh. Audi Q8 buyers can get up to $5,000 in customer bonus cash on 2026 models.

Traditional luxury brands are also adjusting pricing to compete with new EV entrants. Cadillac Lyriq is expected to drop $2,000-$3,000 as production ramps up and competition intensifies. Land Rover Range Rover Velar prices are softening with base models falling nearly $2,000 below MSRP. These discounts create rare opportunities for buyers who previously found luxury SUVs out of reach, as dealers stack manufacturer incentives with their own offers to move inventory.