2026 has just begun and it already brings great news for luxury SUV buyers. Automakers are slashing SUV prices to unprecedented levels across several segments, including high-end electric vehicles and traditional luxury flagships. This is largely due to manufacturers responding to cooling demand and excess inventory.
These discounts create opportunities for buyers who have dreamed of owning prestigious SUVs but found prices unaffordable until now. Here are six luxury SUVs that are offering the biggest discounts for early buyers this year.
BMW iX
Kelley Blue Book reports that the 2026 BMW iX will start at $76,325, which is $12,100 less than the 2025 model currently on lots. This substantial reduction comes from the introduction of a new base iX xDrive45 model with 402 horsepower and all-wheel drive capabilities. BMW has increased its range across the range by around 10% thanks to a new inverter and a slightly larger battery.
The redesigned model features reshaped headlights and an available option of an illuminated kidney grille that turns heads at night in showrooms. Advanced trims include the 536-horsepower iX xDrive60 and the 650-horsepower iX M70. The new M multifunction seats offer improved lateral support, while the Climate Comfort package heats the surfaces to save battery power.
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Mercedes-Maybach EQS SUV
Mercedes is offering a staggering $50,000 discount on 2025 Maybach EQS 680 SUV models, dropping prices from $180,000 to $130,000, according to EV Dances. Even the 2026 Maybach EQS SUV models receive substantial price cuts of $23,000 as part of the same aggressive sales initiative. This represents one of the biggest price cuts for electric vehicles on record this year as Mercedes works to revive slowing electric sales.
The Maybach still offers hand-crafted interior details, reclining rear seats with massage, dual MBUX Hyperscreens and near-total silence in the cabin. These incentives help dealers reset pricing expectations before Mercedes introduces the next-generation CLA and GLC electric models, promising improved efficiency and design.
Mercedes-Benz EQS SUV
Standard EQS SUV models experience dramatic discounts that make luxury electric ownership more accessible to traditional space-seeking premium buyers.
EV Dances data shows that Mercedes is offering a discount of $10,000 when purchased outright or $10,500 when leased on both the EQS sedan and SUV models. These aggressive offers help dealers clear first-generation EQ inventory before a major product update arrives later in 2026 with the technology.
The rendering suggests that the 2026 EQS SUV could see prices drop by $10,000 to $15,000 compared to previous model years overall. These incentives reflect Mercedes’ increasing urgency to move its current stock of electric vehicles as consumer enthusiasm has cooled amid interest.
Audi Q8
Kelley Blue Book data indicates that buyers can receive up to $5,000 in Audi customer bonus cash on new 2026 Q8 55 quattro models. These incentives apply to both the 2025 and 2026 model years, providing flexibility in choosing between outgoing and current inventory.
Real Car Tips reports that 2026 Q8 models are selling at discounts ranging from 1% to 2% below MSRP nationwide on various trims. As Audi prepares for upcoming EV-first redesigns of its larger SUVs, dealers are piling up manufacturers’ incentives with their own discounts. The combination creates excellent opportunities for luxury buyers looking for the Q8’s bold coupe styling, refined interior and strong turbocharged performance.
Cadillac Lyriq
General Motors is adjusting Lyriq prices downward as production ramps up and competition intensifies in the U.S. luxury electric SUV segment.
The presentation suggests that the Lyriq’s current MSRP is expected to drop by $2,000 to $3,000 due to competitors offering similar models with a wider range. This adjustment positions the sleek electric SUV more competitively against established European luxury brands and new manufacturers entering the space.
Dealers working through backlog should provide additional incentives beyond manufacturer price adjustments in early 2026, creating sweetened deals. As General Motors focuses on increasing the volume of its Ultium-based electric vehicles, expect pricing flexibility to increase for buyers across the country.
Land Rover Range Rover Velar
Edmunds pricing data suggests paying $61,072 for the base P250 S trim, which drops $1,903 below the currently advertised $62,975 MSRP. Reports surfaced that the Velar is expected to drop further in price as the mid-luxury segment heats up with new competitors. The 2026 Velar replaces last year’s Dynamic HSE trim with a new Autobiography model that offers extended leather upholstery and features.
While Autobiography models top $80,000, base trims remain competitively priced, with increasing incentives expected as dealers manage inventory levels.
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This article originally appeared on GOBankingRates.com: 6 Luxury SUVs That Will See Massive Price Drops in Early 2026