Earlier today, Automotive News confirmed what we’ve been hinting at since 2024: BMW is developing an all-new SUV, internally codenamed G74 and carrying the working title “Rugged.” Our BMW sources say the Rugged will mark the brand’s entry into an all-new segment. Far from being a dressed-up G65 X5, it’s a ground-up model with a distinct mission and engineering approach.
From Competitor Tests to Reality: How the Rugged Was Conceived
The Rugged will be built at BMW’s Spartanburg, South Carolina plant, but that wasn’t always the plan. Back in 2022 and 2023, BMW executives and engineers were quietly evaluating competitor products, including the Rivian R1T, which earned high praise within the company. Those tests planted the seed for a more adventurous, off-road-capable BMW — one positioned to compete directly with premium lifestyle SUVs and trucks.
The original concept for the BMW Rugged was a very different machine. It was…
