Taking on the X5 – Mercedes' Next Generation of Luxury SUVs

Mercedes-Benz helped shape the premium SUV market long before BMW joined the party. The original M-Class arrived in 1997, two years ahead of the first BMW X5, at a time when the Range Rover was still the established benchmark for luxury off-roaders.

Originally known as the M-Class or ML, the model became the GLE in 2015, aligning it with the E-Class under Mercedes' revised naming system. The current generation made its public debut at the 2018 Paris Motor Show, with subsequent facelifts in 2023 and 2026 keeping its appearance and technology fresh.

But after eight years, surely Mercedes must be considering its next generation? With the X5 remaining a formidable rival, TNY Design Studio explores how Mercedes could fight back, reimagining the GLE, GLE Coupé and even the return of the unconventional R-Class.

Mercedes certainly hasn't been standing still. Unveiled on 17 October 2026, the new all-electric Mercedes-AMG GT SUV delivers up to an extraordinary 1,153bhp, with a maximum WLTP range of around 435 miles and charging speeds of up to 710kW. It's a formidable new arrival that could challenge the performance end of BMW's electric SUV range.

However, BMW's fifth-generation X5 takes a broader approach, offering petrol, diesel, plug-in hybrid and fully electric powertrains, with a hydrogen fuel-cell version planned for 2028.

That leaves Mercedes needing more than an electric performance flagship to answer BMW's challenge. So, what should the next-generation GLE look like? TNY Design Studio explores three possibilities, starting with the conventional GLE SUV.

Across four generations, the M-Class and later GLE have become one of Mercedes-Benz's most important SUVs, with TNY estimating approximately 3.5 million sold worldwide since 1997. A fifth generation therefore has a difficult job: modernising an established favourite without losing its identity.

For our proposed 2028 GLE, TNY Design Studio has made one particularly significant departure. We've abandoned the distinctive rear quarter-window and C-pillar treatment that has been a defining feature of the M-Class since 1997, replacing it with a cleaner, more conventional glasshouse inspired by the latest GLC.

Combined with a more imposing front end, sharper detailing and a cleaner body design, our interpretation aims to bring the GLE into Mercedes' next design era. With BMW moving its new X5 closer to five metres in length, Mercedes has an opportunity to make its fifth-generation GLE feel like a genuine step forward, rather than another evolution of the familiar formula.

Since its introduction in 2015, the GLE Coupé has established itself as an important part of Mercedes-Benz's SUV family, offering a sportier alternative to the conventional GLE and a direct rival to BMW's X6.

However, Mercedes' more recent SUV designs haven't all enjoyed the same reception. The all-electric EQE SUV has struggled to establish itself in some markets, with its rounded, aerodynamically focused styling dividing opinion. The newly revealed Mercedes-AMG GT SUV suggests a change of direction, embracing a more striking, muscular and dynamic appearance.

For our proposed 2028 GLE Coupé, TNY Design Studio takes a slightly different approach. Rather than exaggerating the sloping roofline, we've introduced a more elegant, saloon-inspired rear profile, creating something between a traditional SUV Coupé and a raised luxury saloon.

The result is an interpretation that prioritises elegance over aggression, while retaining the road presence expected of a Mercedes-Benz luxury SUV.

Mercedes-Benz has never been afraid to experiment with its larger luxury vehicles. Introduced in 2005, the original R-Class combined elements of an estate car, MPV and SUV into something rather unusual. Offering six or seven seats, generous interior space and the comfort of a luxury saloon, it was intended to create an entirely new category of premium family transport.

Commercially, however, the R-Class never achieved the success Mercedes had hoped for. Sales disappointed in Europe and North America, although the model enjoyed a longer life in China.

Nevertheless, the R-Class demonstrated Mercedes' willingness to explore unconventional ideas within the potentially lucrative premium SUV market, rather than simply following established formulas.

Two decades later, with luxury SUVs more popular and diverse than ever, could Mercedes be tempted to experiment again?

If Mercedes-Benz was ever going to revisit the R-Class idea, now may be the time. When the original arrived, its blend of SUV, estate and MPV qualities felt unusual. Today, however, the market is far more open to experimental luxury vehicles, while premium MPVs have become a much more established part of the high-end family car market.

That creates an interesting opportunity for Mercedes. A modern successor could offer something genuinely different from the familiar large-SUV formula, combining the road presence buyers expect with greater cabin space, easier access and a more versatile interior.

Our proposed GLR keeps broadly similar dimensions to the original R-Class, preserving its long, substantial silhouette, but reinterprets the concept using Mercedes' modern design language. The result is less awkward and more cohesive, blending MPV practicality with the cleaner surfacing, sharper lighting and stronger front-end presence expected of a contemporary Mercedes-Benz.

Could this finally be the right time for Mercedes to try again?

BMW's latest X5 highlights the challenge facing Mercedes. What began as a straightforward rivalry between two large premium SUVs has developed into a much broader contest, encompassing SUV coupés, electric models and high-performance flagships.

With the fifth-generation X5 approaching five metres in length and offering an unusually broad range of powertrains, Mercedes needs to consider not only how its next GLE looks, but also where it fits within an increasingly competitive luxury SUV market.

So, how closely matched are the two manufacturers' existing line-ups?

Perhaps the biggest surprise is just how closely matched these models are. The outgoing BMW X5 is only 12mm longer than the current GLE, while the GLE Coupé and X6 are separated by just 20mm.

Although BMW's new X5 is growing, extra length alone won't define the next generation. Mercedes must find ways to make its luxury SUVs feel distinctive, rather than simply matching its rival's dimensions.

And as our final image illustrates, the next GLE could represent something more significant: a departure from almost three decades of familiar M-Class design.