Série d’été – Comment va … Mercedes

Le SUV GLC : le modèle plus vendu dans le monde, mais pas le plus rentable.

It’s a record. Mercedes intends to put 60,000 million euros on the table for the transition to electric in 2026. It is true that the sum is less than the 70,000 million advanced by Volkswagen on the same scale. But VW makes its investment for its five main brands (Seat, Skoda, Volkswagen, Audi and Porsche), while the Stuttgart star, divested of its Smart subsidiary, is a single brand.

This “kolossal” investment was decided at the end of last year with a clear objective: to advance the ban deadline for thermal vehicles set for 2035. From 2025, all new car architectures will be exclusively electric. A risky bet? Not if Europe maintains its directive, and we understand better that the leaders of the star approved the Strasbourg vote on June 9, setting the deadline for the transition.

The EQXX: a certain idea of ​​the future of Mercedes.

Waiting for 2025, the EQ catalog, the “family” of electric Mercedes grows month by month. It already has 5 models and will increase by a sixth: the EQE SUV that we will discover on October 16. But, from the “small” EQA of 44,000 euros, to the imposing EQS of 135,000 euros (excluding options) aren’t the prices too high? And isn’t EV mode likely to put off a supposedly conservative clientele like Mercedes?

Focus on electric and luxury

On the price side, the electric models from Stuttgart are obviously more expensive than the thermal ones. This is how the best-selling Mercedes in the world today is exhibited, the GLC SUV, in its 300th rechargeable hybrid variant, at 61,300 euros. The EQC, its watt variant, starts at 79,000 euros, but its additional equipment greatly limits the difference. And Mercedes customers seem ready to take the plunge. The test by the EQS, the most expensive electric park in the house. More than 30,000 copies have already been ordered since the beginning of the year. Obviously, the classic and thermal S-Class continues to show a score of almost double, but the good figures for electric cars, and the increase of 145% in one year, confirms Mercedes in its luxury and electric choices.

Because it is a double revolution in which Mercedes is involved. On the one hand, Stuttgart abandons thermals and, on the other, the brand is committed to a category upgrade. Already premium, it should therefore become a true luxury brand. Some models such as Class A and B could therefore pay the price, at least in their basic finishes. Further, higher and stronger: this is the ambition of Mercedes, supported by its subsidiary AMG and its Maybach label, both of which will be used intensively from 2024.

The dashboard of the EQS: a sketch of the technological orgy that lies ahead.
The dashboard of the EQS: a sketch of the technological orgy that lies ahead.

A true Trojan horse of this new Mercedes era, the EQXX concept car, with its radical design and its autonomy of more than 1,000 km, could well inspire the first production model of this new era within two years. What’s more, who says luxury, says supercars and ultra-limited series. An offer that is also planned, in addition to the “collections” of Maybach and AMG. These very special and very expensive series will be grouped under a banner with a particular name, which could trigger some jokes, since it is called “Mythos”.

It will be understood, Mercedes has adopted the motto “To continue making money, let’s sell less and more expensive”. A slogan that seems widely shared by the automotive industry at the moment. Except that to be successful in both the switch to electricity and to luxury, you need money, lots of money. Especially since the star aims to differentiate itself from other luxury brands through a technological orgy, which requires a much higher investment than a simple development of powerful Aston Martin-style models.

Two entities to finance the revolution

That is why the company has simply changed its name. Daimler, the original parent company, simply became the Mercedes-Benz Group. A way of separating the activities of the automobile and the heavy vehicle that is not just a façade, since it allows the two separate entities to go public each on their own and raise funds. When you’re a car manufacturer, you not only have to know how to make them, you have to know how to find the billions to finance them.

#Série #dété #Comment #Mercedes

Leave a Reply

Your email address will not be published.