Early 2026 brings a surprising trend for luxury SUV buyers: significant price drops across multiple high-end models. Automakers are responding to slowing demand and excess inventory by slashing prices, creating opportunities for consumers who previously found these vehicles out of reach. This shift is driven by market corrections as the initial surge in luxury SUV sales cools, forcing manufacturers to adjust to a more competitive landscape.
BMW iX: Substantial Savings on Electric Performance
The 2026 BMW iX will start at $76,325, a $12,100 reduction from the 2025 model. This is due to a new base trim (iX xDrive45) with 402 horsepower and improved range, boosted by roughly 10% through battery and inverter upgrades. The iX also features redesigned headlights and an optional illuminated kidney grille for enhanced visibility. Higher trims (xDrive60 and M70) offer even more power, with the M70 delivering 650 horsepower.
Mercedes-Maybach EQS SUV: Unprecedented Discounts on Ultra-Luxury EVs
Mercedes is offering discounts of up to $50,000 on 2025 Maybach EQS 680 SUV models, dropping the price from $180,000 to $130,000. Even the 2026 model sees a $23,000 reduction. This aggressive move aims to reinvigorate electric sales while Mercedes prepares to launch next-generation CLA and GLC models with improved efficiency and design. Despite the price cuts, the Maybach EQS retains its handcrafted interior, reclining rear seats, and advanced MBUX Hyperscreens.
Mercedes-Benz EQS SUV: Making Electric Luxury More Accessible
Standard EQS SUV models are experiencing discounts of $10,000 to $15,000 compared to previous years. Mercedes is clearing out first-generation EQ inventory before a major product refresh arrives later in 2026. These incentives apply to both outright purchases and leases, making luxury electric ownership more attainable for traditional premium buyers.
Audi Q8: Leveraging Incentives for Customer Savings
Audi is offering up to $5,000 in incentives on 2026 Q8 55 quattro models, applicable to both the 2025 and 2026 model years. Dealers are stacking manufacturer incentives with their own discounts as Audi prepares for EV-focused redesigns of its larger SUVs. This creates opportunities for buyers seeking the Q8’s bold styling, refined interior, and powerful performance.
Cadillac Lyriq: Adjusting to Competitive Electric SUV Market
General Motors is lowering Lyriq pricing by $2,000 to $3,000 as production increases and competition intensifies. This adjustment positions the Lyriq more competitively against European and new manufacturers in the luxury electric SUV segment. Dealers are expected to offer additional incentives to clear accumulated inventory, further sweetening deals for buyers.
Land Rover Range Rover Velar: Softening Prices Amid Growing Competition
The base P250 S trim of the 2026 Land Rover Range Rover Velar is priced at $61,072, $1,903 below MSRP. Prices are expected to soften further as the mid-luxury segment heats up with new competitors. The 2026 Velar replaces the Dynamic HSE trim with a new Autobiography model offering extended leather upholstery and features.
In conclusion, the luxury SUV market is shifting towards greater affordability in early 2026. Automakers are proactively adjusting prices to clear inventory and remain competitive, presenting buyers with unprecedented opportunities to acquire high-end vehicles at significant savings. This trend highlights the changing dynamics of the luxury automotive industry, where oversupply and softening demand are forcing manufacturers to prioritize volume growth over premium pricing.
