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This is basically an ML Coupé.

However Merc's whole SUV range is being renamed into GL + final letter indicating the lineup hierarchy:
GLA
GLC (next GLK)
GLE (next ML)
GLS (next GL)
...

This vehicle is the coupé derivative of the ML = GLE, which is the E-Class level SUV (just like the X5 is the 5 Series level SUV). And since Mercedes does not anymore distinctly name its coupé derivatives (e.g. CL became S Coupé), this is simply called GLE Coupé (unlike X6 which is not called X5 Coupé).

So it's definitely an X6 competitor Note the huge 22" wheels which do not seem evidently bigger than the X6's 20"!