More Than A Car The Mercedes-Benz G-Class Is A Hip-Hop Legend

‘How you living Biggie Smalls? In mansions and benzes. Giving ends to my friends and it feels stupendous,’ spits The Notorious B.I.G. in his 1994 Grammy-nominated hit single ‘Big Poppa’. In the world of hip-hop, few symbols resonate as powerfully as Mercedes-Benz. Beyond being a luxury automobile brand, the German manufacturer has ingrained itself deeply into the ethos of hip-hop, becoming more than just a car but a status symbol, a signifier of success, and an emblem of aspiration.

Last week in Los Angeles, Mercedes-Benz lived up to the hip-hop hype with a surprise performance by one of today’s biggest rap stars, Travis Scott. The evening was a celebration of the newly unveiled Mercedes-Benz Electric G-Class. The star-studded affair saw the likes of Kendall Jenner, Bradley Cooper, Saweetie and more, rubbing shoulders for the all-new all-electric off-roader. A level of celebrity only rivalled by the car itself.

‘Los Angeles is a place famous for its legends, which is why we chose to reveal our new electric G-Class right here in Beverly Hills. For over four decades, the G-Class has shown its ability to go almost anywhere on the planet, and tonight the tables were turned,’ states Bettina Fetzer, the Vice President of communications and marketing at Mercedes-Benz AG.

While the G-Glass isn’t the only car that doubles as an aspirational symbol, rarely does one wield as much influence over pop culture as the Mercedes-Benz G-Class. First introduced in 1979, the G-Class (named after the German word for off-road vehicle ‘Geländewagen’), became an instant classic thanks to its unmistakable squared silhouette and legendary durability.

Originally launched as a military vehicle, the G-Class’ rugged appeal (and luxury flourish) quickly made it a favourite among the hip-hop community in the early 1980s. Referenced in iconic tracks from Run-DMC’s ‘It’s Tricky’ to N.W.A’s ‘Straight Outta Compton’, the vehicle quickly became synonymous as a symbol of triumph and a metaphor for success.

The association shouldn’t come as a surprise with hip-hop’s emergence from the streets of New York City as a genre in the late 1970s defined by more than swagger and ambition. As the genre began to take over pop culture, this rise in popularity introduced a new class of celebrity in music. The G-Class’ duality as a durable, off-road machine and opulent features made it the perfect symbol for the ‘come-up’ pioneering hip-hop artists experienced as they became A-listers.

While a certified classic in hip-hop circles, the latest addition the G-Class family is proof that Mercedes-Benz isn’t afraid of looking to the future. The all-electric models' instantly recognisable squared-off silhouette is sure to appeal to purists, while the new off-road innovations will pique the interest of motorheads and novices alike. Features like G-STEERING ensure a significantly smaller turning circle when driving off-road for a smoother ride, while the G-ROAR brings a unique (yet quiet) sound experience to the new model.

A cultural icon, a symbol of success, and an emblem of aspiration, the Mercedes-Benz G-Class has been ingrained in hip-hop thanks to artists from The Notorious B.I.G. to Jay-Z. The long-standing tradition continues with Travis Scott's surprise performance at the launch of the all-electric G-Class. While taking a bold step into the future with its latest model, there's no denying the G-Class is a timeless testament to the intersection of style and innovation.