Four years now meet. It was a summer of 2021 when Mercedes launched his ordinance: in 2030 they would be an exclusively electric brand. They wanted to do it by building eight gigafactories to go out to their electric cars and batteries. Today they are clear that they were wrong.
“They will last more than expected”. “We have changed the course, electrified combustion engines will last more than expected.” They are the words of Ola Källenius, CEO of Mercedes, in Auto motor and sports Confirming what was an A Voca Secret: Mercedes will not fulfill the deadlines planned in the electric car.
The company, therefore, will continue to bet on combustion engines that are key. It is not that he was going to withdraw overnight but that self -imposed obligation of being electric in 2030 led them to significantly reduce their offer until they focus exclusively on the electric car.
Two symptoms (1). Although he had been rumored for a long time and in winter Mercedes already said that “there was too much optimism in the industry”, there are two great symptoms that came to tell us clear that the time of combustion engines had not died.
The first was the failure of EQS as a flag bearer of the electric car in the company. The great electric Berlina, “the electric class” has been a failure and confirmed that the customer of a luxury car continues to bet mostly on combustion. Time will say if it is something exclusively linked to autonomy or there is also some political positioning behind.
The truth is that the company took advantage of the car to give a washing in the face of the image, sell the maximum refinement with the latest technology and its most advanced software with a Hyperscreen that surprised by groundbreaking. The truth is that the Mercedes client has continued to prefer the most classic class S.
Two symptoms (2). The second symptom that advanced that Mercedes had changed course was given by its AMG sports division. The wealthy customer is especially complicated to convince when it comes to electrifying the fleet. To meet the European demands, Mercedes opted in its sports division for a four hybrid cylinders and although it came to get 680 hp, the cars that have mounted it have failure in sales.
The solution has gone to return to these luxury cars the V8 engines. The company confirmed that it will continue working on them and although the potential customer of cars of more than 100,000 euros and extremely sports seem to continue asking for huge engines. It is no accident that, in his day, BMW already announced that he would continue to focus efforts on developing combustion engines. Specifically in those of six and eight cylinders.
If you want gasoline, you pay it. Everything indicates that, as will happen with lower ranges, we will begin to see two categories of clearly differentiated products in Europe. Pollution policies will lead us to see extensive electrification (with plug and electrical hybrids) in the low and medium range and a fence to combustion engines in the most expensive or luxury offer.
In the case of Mercedes, everything indicates that they will continue to develop combustion engines but fenced to their most unattainable offer or markets where rush with the electric car is not so many. The confirmation that, in addition to the V8 for AMG, they will also continue to sell the huge V12 limited to the Maybach versions of their class S is a good example.
But it is also that Mercedes has focused on “democratizing” its electric cars. The electric Mercedes will not be the cheapest car but the German company does want it to become its first great super electrical success. And the formula is clear: improve autonomy.
“Rational”. For Källenius, in addition, this strategy is the most “rational.” Yes, the same one that Toyota has been holding so far, to sell the most demanded technology where they ask or let it sell. That is why they continue to focus on hybrids but ensure that the electric car will be key … in Europe.
And Källenius knows that multienergy strategy helps them stay afloat. Its hybrid mechanics and huge engines will continue to be key in the United States and in Europe (who can pay it), while needing competitive electric cars in China. “It is our most important and crucial market for our technical innovations,” said Mercedes CEO himself a few months ago.
A product that passes not only through the engine. Here, the latest generation software is essential because without it they do not think they can compete in China. They are aware that “Chinese clients not only use the car to move from A B. For many, it is also a second living room.” And there Mercedes needs to make differences if he does not want to star in a free fall.
One that has already begun.
Photo | Mercedes
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