You possibly can add another doubloon to the treasure trove of proof that factors to BMW’s hybrid and EV technique critically 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 modifications 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 doubt contributes to Mercedes-Benz touchdown fairly far off the mark from their objective of fifty % electrification throughout gross sales by 2025. Notably, a objective 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 powerful to argue with the details being offered to us. The 7 Collection is promoting sturdy as ever, whereas Mercedes-Benz is scuffling with the split-personality EQS and S-Class. S-Class gross sales are down 37 % within the first quarter of 2024, and EVs solely characterize about 11 % 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 plenty of benefits over a shared one, because the automobile could be kind of engineered from the bottom as much as carry out its meant perform the most effective. 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 automobile they want. However, there are not any substantial variations beneath the sheet steel between the i4 and a conventional 4 Collection or the i7 and a conventional 7 Collection. EV, hybrid, or gasoline, the automobile is constructed on the identical platform.
Together with introducing a brand new structure, Mercedes-Benz additionally selected to create solely 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, nearly 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 simple choices; 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, they usually even sport similar wheelbases. Whereas the i7 wants 5 extra inches of whole size to match the EQS’ inside house – and the S-Class beats it whereas remaining smaller – it’s practically irrelevant since all of the gamers measure effectively over 200 inches lengthy. And we don’t converse for everybody, however the EQS styling wasn’t something to write down dwelling about. Not like the 7 Collection – prefer it or not, it begins a energetic dialog. The benefits that MB might’ve had with a devoted EV platform all however disappeared.
Whereas plenty of this looks like 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 can 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 beneath the sheet steel – simply change outwardly.
It’s a technique that ought to repay for Mercedes-Benz in the long term. They’re now 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]
