It is said that once luxury brands start to do electric vehicles, there is no way to live for new car-making forces, but from the current sales performance, luxury brand electric vehicles have not won the favor of domestic consumers, such as Mercedes-Benz EQC. EQC is the first pure electric vehicle model of Mercedes-Benz, based on the fuel version of Mercedes-Benz GRC, positioned as a medium-sized pure electric SUV, the current price is 49.98-57.98 million yuan. According to the data, Mercedes-Benz EQC has been on the market since the beginning of November 2019, and the sales performance has not been satisfactory for more than two years, of which the annual sales volume in 2020 is 3863 vehicles, and the annual sales volume in 2021 is 6098 vehicles, which is far less than the one-month sales of any Mercedes-Benz fuel model.
You know, in the high-end SUV sales list, the new forces not only began to be on the list, Tesla Model Y, Ideal ONE, Weilai ES6 and other models have gradually overtaken Mercedes-Benz, BMW. For example, in December 2021, tesla model Y monthly delivery reached 40,558 units, and the ideal ONE also broke through 10,000 units, reaching 14,087 vehicles. In the past two years, the Mercedes-Benz EQC only ushered in the highlight moment in October 2021, selling 1,072 vehicles, and its sales have not exceeded the triple digits since then.
By January this year, Mercedes-Benz EQC only sold 447 vehicles, down 17.38% year-on-year, down 34.93% month-on-month, accounting for 0.83% of the sales of Beijing Mercedes-Benz, if compared with the sales of the fuel version of the Mercedes-Benz GLC (18211 units in January) of the same price and level, it is simply a world of difference, such performance continues, I am afraid it is not far from delisting.
The reason for the poor sales is also very simple, because Mercedes-Benz EQC is an oil to electricity product, its design, endurance, sense of science and technology and other aspects do not match the price of 500,000, plus more than 400,000 new car-making forces are strong. For example, Tesla, Weilai and other models have long given the price and experience expected by consumers, although the current Mercedes-Benz EQC gives a very high preferential price, but compared with the same level of new forces models, the 415km endurance of the highest price of nearly 600,000 yuan Mercedes-Benz EQC, obviously not sincere enough. In the new energy products that have grown significantly in the domestic market, Mercedes-Benz has obviously not been able to keep up, and the explosion of quality problems has made the Already bad Mercedes-Benz EQC worse.
In the era of fuel vehicles, Mercedes-Benz has become a quality benchmark in the automotive industry for a hundred years, and its highly recognizable three-pronged star emblem has also become a quality assurance certificate without written proof. However, after entering the field of new energy vehicles, Mercedes-Benz's first pure electric vehicle model Mercedes-Benz EQC, which has high hopes, has been deeply involved in the whirlpool of public opinion due to quality problems, and because of the continuous entanglement of various negative news, netizens often use: Mercedes-Benz is very conscientious, never pit the poor to ridicule Mercedes-Benz. At the same time, even the official attitude towards consumers has become more and more arrogant, and problems with products are not only not treated positively, but even have to wait for consumers to defend their rights before facing up to this problem.
In January this year, a joint statement of 68 Mercedes-Benz EQC owners circulated online, referring to the same problem: the Mercedes-Benz new energy model EQC was suspected of high-volume motor failure. Even with such a large-scale complaint, Mercedes-Benz officials still did not learn a lesson from the "Xi'an female owner's hood protection", and the posture was still high, giving a response equivalent to no response. Later, under the pressure of successive complaints and public opinion, on February 18, the arrogant Mercedes-Benz official finally admitted that there was a quality problem in the vehicle and recalled 10104 Mercedes-Benz EQC. In other words, the number of this recall is almost all the models that have been sold since the launch of the car, which also means that every Mercedes-Benz EQC has large and small quality problems.
In this recall, many owners believe that because March 15 is coming, Mercedes-Benz is afraid of facing more serious punishment, so it is suddenly recalled. In fact, the problems of Mercedes-Benz EQC are not only these, in 2021, two recalls have been implemented, one of which was due to the design of the communication module software on March 12, 2021, and the other was due to the lack of tightness of the condensing pipe of the air conditioner on August 30, 2021. The high frequency of continuous recall shows that mercedes-Benz EQC has quality hazards that cannot be ignored. In recent years, although Mercedes-Benz's reputation has deteriorated, they have never thought of changing. No wonder netizens hope that the call for "315" on Mercedes-Benz is getting higher and higher, if it is a company, even the most basic quality problems are not willing to guarantee, then do not blame consumers for accusations.
Uncle Che summed up
As the largest electric vehicle market in the world with the greatest electrification transformation, the Chinese market has become a highland occupied by multinational car companies. Although Mercedes-Benz, as a luxury brand, announced in July 2021 that its corporate strategy will shift from "electric first" to "full electric", the goal is to achieve 50% of sales of pure electric and plug-in hybrid models in 2025, and newly released models will launch pure electric versions, and the market allows conditions to achieve full pure electric by 2030. The strategic goal sounds very radical, but in fact, the pure electric vehicle model that only began to launch its own platform in 2025 has lagged behind many new car-making forces and traditional brands, and from the current product strength and market performance of Mercedes-Benz pure electric vehicle models, there is no obvious competitive advantage in the same level market, and product quality problems occur frequently. If Mercedes-Benz has been dismissive of consumers and cannot create high-quality products, it will eventually make the rights protection successfully evolve into a negative crisis affecting the brand image and reputation, and it will be difficult to adapt to the Chinese market in the future.