You possibly can add yet one more 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 contains full EV and gas-powered variants alongside each other. For the uninitiated, that’s precisely what BMW has executed – and can proceed to do – with the BMW 7 Collection and i7. In fact, technically, this isn’t the primary time Mercedes-Benz has pivoted. The brand new G-Class additionally shares the 7 Collection method 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 aim of fifty p.c electrification throughout gross sales by 2025. Notably, a aim that has since been catapulted to 2030.
Evaluating BMW and Mercedes-Benz Technique
Regardless of the polarizing seems of the present 7 Collection, it’s robust to argue with the information being offered 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 characterize 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. Often, a bespoke platform means a lot of benefits over a shared one, because the car may be kind of engineered from the bottom as much as carry out its meant operate the perfect. Contemplate the Porsche 911 – a sports activities automobile – 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 car they want. However, there are not any substantial variations beneath the sheet metallic between the i4 and a conventional 4 Collection or the i7 and a conventional 7 Collection. EV, hybrid, or gasoline, the car is constructed on the identical platform.
Together with introducing a brand new structure, Mercedes-Benz additionally selected to create fully 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 otherwise 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 have 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 huge, they usually even sport similar 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 practically irrelevant since all of the gamers measure properly over 200 inches lengthy. And we don’t communicate for everybody, however the EQS styling wasn’t something to jot down residence about. In contrast to 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 as if Mercedes-Benz enjoying catch up, the brand new technique does deviate from BMW’s current one in a single essential space. Whereas the EQS nameplate will disappear, electrical and gasoline S-Lessons might be constructed on utterly completely different platforms. Battery-powered variants will use MB.EA structure, whereas gassers use up to date MRA platforms. Basically, issues will stay the identical underneath 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 monitor. Frankly, it might be laborious to promote fewer S-Class and EQS than they’re now. [Source: Autocar]
