You possibly can add another doubloon to the treasure trove of proof that factors to BMW’s hybrid and EV technique severely paying off. Mercedes-Benz has determined to axe the EQS moniker in favor of a diversified S-Class lineup, one which includes full EV and gas-powered variants alongside each other. For the uninitiated, that’s precisely what BMW has completed – and can proceed to do – with the BMW 7 Collection and i7. After all, technically, this isn’t the primary time Mercedes-Benz has pivoted. The brand new G-Class additionally shares the 7 Collection strategy of minimal aesthetic adjustments throughout fashions that use completely different propulsion strategies.
Mercedes-Benz cites poor gross sales for the strategic shift. Each S-Class and EQS gross sales are far behind the place they need to be. That little question contributes to Mercedes-Benz touchdown fairly far off the mark from their purpose of fifty p.c electrification throughout gross sales by 2025. Notably, a purpose that has since been catapulted to 2030.
Evaluating BMW and Mercedes-Benz Technique
Regardless of the polarizing appears to be like of the present 7 Collection, it’s powerful to argue with the details being introduced to us. The 7 Collection is promoting robust as ever, whereas Mercedes-Benz is combating the split-personality EQS and S-Class. S-Class gross sales are down 37 p.c within the first quarter of 2024, and EVs solely symbolize about 11 p.c of their yearly gross sales in 2023. A part of this has to do with how the 2 German automakers took completely different approaches.
Mercedes-Benz constructed a devoted platform for his or her EVs. Normally, a bespoke platform means a lot of benefits over a shared one, because the automobile could be kind of engineered from the bottom as much as carry out its supposed operate the most effective. Contemplate the Porsche 911 – a sports activities automotive – vs. the M3, technically a modified 3 Collection. Mercedes-Benz stretches or shrinks the platform to suit its fashions. In some methods, BMW does the identical factor – scaling their CLAR platform as much as the automobile they want. However, there are not any substantial variations beneath the sheet metallic between the i4 and a standard 4 Collection or the i7 and a standard 7 Collection. EV, hybrid, or fuel, the automobile is constructed on the identical platform.
Together with introducing a brand new structure, Mercedes-Benz additionally selected to create completely new nameplates for his or her EVs. That went together with completely different styling. The EQS and many of the Mercedes-Benz portfolio are styled radically in another way than the model’s mainstays, leaning futuristic in lieu of the standard, virtually 911-levels of incremental change that the S-Class sees. The result’s a fractured buyer base.
One thing About Imitation and Flattery
None of those had been low cost or straightforward selections; however I can’t assist however really feel like BMW weighed the choices and made an clearly higher name. Each the 7 Collection and EQS are large, and so they even sport an identical wheelbases. Whereas the i7 wants 5 extra inches of complete size to match the EQS’ inside area – and the S-Class beats it whereas remaining smaller – it’s almost irrelevant since all of the gamers measure effectively over 200 inches lengthy. And we don’t communicate for everybody, however the EQS styling wasn’t something to put in writing dwelling about. Not like the 7 Collection – prefer it or not, it begins a full of life dialog. The benefits that MB may’ve had with a devoted EV platform all however disappeared.
Whereas loads of this looks like Mercedes-Benz taking part in catch up, the brand new technique does deviate from BMW’s present one in a single vital space. Whereas the EQS nameplate will disappear, electrical and fuel S-Lessons will likely be constructed on fully completely different platforms. Battery-powered variants will use MB.EA structure, whereas gassers use up to date MRA platforms. Primarily, issues will stay the identical below the sheet metallic – simply change outwardly.
It’s a technique that ought to repay for Mercedes-Benz in the long term. They’re not splintering their buyer base between a newcomer EQS and a time-tested S-Class nameplate, so issues ought to get again on observe. Frankly, it could be laborious to promote fewer S-Class and EQS than they’re now. [Source: Autocar]
