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CURATED, the Miami collector-car house built around originality and provenance, has acquired Touring, a small outfit that turns the Mercedes-Benz G-Class into bespoke, go-anywhere expedition trucks. The deal was announced September 2, with lead photography courtesy of Curated.
Touring, previously known as Touring Design, builds every G-Class to order. Buyers choose the drivetrain, cabin materials, and finish, and no two trucks leave the shop looking alike. The company's pitch goes beyond the build itself: Touring also arranges shipping, routing, and on-the-ground support so an owner can land a finished G-Class almost anywhere in the world without handling any of the logistics personally.
For CURATED, the purchase reflects a shift the company says it has watched play out across its own client base and rally programs. Collectors who once cared only about unmolested, low-mile originals are now asking for something they can drive hard and travel with. "Touring is a natural fit for CURATED," said co-founder John Temerian, adding that the brand's obsession with detail mirrors the same standard CURATED holds for its restorations. Founder Ryan Webb will continue running Touring day to day, and the brand keeps building on the G-Class platform, now with access to CURATED's collector network, rally calendar, and event circuit.
The move fits a broader pattern in the collector world: buyers increasingly reward thoughtful, well-executed modification over strict originality, a trend also visible in builds like this modified 1993 AM General M998 Humvee. At the same time, judges and buyers alike still weigh craftsmanship and finish heavily, something we broke down in our look at what concours judges actually look for.
Where does that leave values on the underlying G-Class platform? According to Hagerty's valuation tools, a 2017 Mercedes-Benz G550 in number-3 "Good" condition carries a Price Guide value of roughly $60,800 as of July 2026, with a range between about $51,700 and $70,000 depending on spec and condition. Hagerty's twelve-month auction data shows 202 G-Class trucks changing hands for a combined $16.1 million, averaging just under $80,000 per sale, though quarterly figures have softened slightly, down 8% from the prior quarter. Those numbers track production G-Wagens, though; a coachbuilt Touring truck, hand-finished to a single client's spec, will typically sell far outside any price guide, more in line with the bespoke, low-volume builds seen at auctions of one-off luxury machinery like this Napier Green McLaren Elva.
