Text | Joey
In just a few minutes, Mercedes-Benz has lightly released its electrified SUV flagship, the EQS SUV.
Last night, my circle of friends began to be swept across the screen by the listing information of major car companies. To be honest, after staying at home for a long time, some of them were calmed by such a big scene. Until someone reminded me: "If there is no epidemic, tonight should be the eve of the Beijing Auto Show." ”
Obviously, the epidemic has broken the original rhythm of car companies, but it has not stopped their determination to start according to the original plan. After all, this year's KPIs still have to count on the spring breeze in April to help them full sail and go on a long voyage. And if I ask who can impress me the most on this starry night, it is Mercedes-Benz.
As early as a week ago, my circle of friends had actually been brushed by the trailer poster of Mercedes-Benz's launch of the EQS SUV model on the evening of April 19. But surprisingly, when the 18:00 press conference really began, it only lasted a few minutes for Mercedes-Benz to release all the important information about the car.
This is not due to Mercedes-Benz's lack of attention to the EQS SUV model. On the contrary, it is clearly a sign of confidence in your brand and products. Because, a good product is always about tonality, rather than listing the product points in detail. More importantly, to understand Mercedes-Benz's product strategy, we cannot simply cut from the product perspective, but from the perspective of corporate strategy.
Because you have to believe that as the inventor of the car, or as one of the most successful car brands in China and even in the global market, Mercedes-Benz. For the insight of market demand, the direction of industry development must have its own mature and effective judgment methods.
Plan and judge
The pace of electrification of Mercedes-Benz has already been determined, and they plan to achieve full electrification in 2030. Roughly calculated, if there are no other unexpected events, this established goal is only 8 years old.
But the tight time does not prevent Mercedes from approaching this goal quickly. After all, the strength of its own strength, the maturity of the car-making techniques, and the complete and smooth supply chain system can ensure that Mercedes-Benz can quickly advance its own plans.
This logic can actually be seen from the frequency of Mercedes-Benz launching new cars. For example, at the end of last year, I had already test-driven the EQA and EQB of mercedes-Benz's electrified models. Earlier, the EQE, which was launched at the Munich Motor Show last September, or the EQS, which had already started selling in China, further confirmed this fact.
Mercedes-Benz's electrified product range is rapidly unfolding before our eyes in the way it is named after the product range we are most familiar with. That is to say, although traditional fuel vehicles are still the main sales force of Mercedes-Benz, electric vehicles are becoming an indispensable purchase option for Mercedes-Benz cars in China and even the world.
But such a fast layout is not just for the pursuit of "fast". In fact, their product strategy is still prioritized, with SUVs being the top priority. There is no doubt that this is the judgment of Chinese consumers' preferences and car buying habits after Mercedes-Benz has been immersed in the Chinese market for many years.
Such a judgment has begun from the first pure electric vehicle model of Mercedes-Benz, EQC. Although the car was more market-testing at the time, this road seems to be what Mercedes-Benz should insist on. Therefore, counting the EQS SUV released yesterday, there are already four SUV models in the Mercedes-Benz pure electric vehicle series.
If in the Chinese market, the wealth code of car companies can be summed up, and there are only three "good brands, more lengths, and SUVs". Then Mercedes-Benz on the road to electrification, basically can be fully occupied. In the SUV product line, it accounts for almost all of them.
For example, the two SUV models, EQA and EQB, are the main force representing Mercedes-Benz in the pure electric sports car market. The EQS SUV released last night will undoubtedly shoulder the heavy responsibility of the flagship of the Mercedes-Benz electrified SUV model like the GLS, which is still using the internal combustion engine.
Perhaps at the current point in the turn of the old and new eras, you will still be entangled in the internal combustion engine and pure electric vehicle model, how to choose. But in fact, a company with a deep accumulation like Mercedes-Benz has never been eager to let you make a choice.
All they have to do is plant a seed in your heart first. No matter what era you are in, you will have a deep recognition of the name "Mercedes-Benz". So that in the inevitable era of electrification, let every consumer naturally have, continue to choose mercedes-benz wishes and reasons.
Of course, such a plan and judgment must ultimately fall to the level of the product to achieve. Then, we will have another question - what kind of car is this EQS SUV?
Pragmatic and technological
Obviously, Mercedes-Benz cars will not be too affected by the rhythm of today's new car brands. Because, as the inventor of the car, Mercedes-Benz must have its own persistence.
As I have said many times before, Mercedes-Benz's EQ series products, first of all, do not necessarily highlight its sense of newness and technology, but to create a car that feels the same as the use of fuel vehicles. Because changes in the form of energy cannot completely change the essence of the car.
Therefore, you can see a lot of descriptions on Mercedes-Benz's high-end SUV models, which also appear on the EQS SUV models. For example, the 7-seat layout supports the interconnection of multiple seats to create a spacious and comfortable interior space experience. It is equipped with a powerful electric motor, a 4MATIC all-wheel drive system, and a smart "off-road" driving mode.
You see, on top of these more important configuration indicators, Mercedes-Benz not only takes care of the traditional luxury car indicators of large space, four-wheel drive performance and luxury space; but also takes care of the performance and technology indicators of the electric era such as Interconnection technology and powerful power brought by the motor.
The logic of not distinguishing between new and old, suitable for good logic, is obviously higher than those new and new car brands that are strong and new, but there is really nothing to update.
If you had to ask me to say that at the Mercedes-Benz launch conference in just a few minutes, the product points that left the deepest impression on me. That must be the large number of car screens in the whole car, which are huge in size.
The on-board high-definition large screen is undoubtedly the mainstream demand of all car manufacturers today. But it seems inconclusive to present on this screen how to transcend the technology of the times and how human-computer interaction will be.
Relatively speaking, Mercedes-Benz is more practical for the application of these screens. First of all, these screens will become the main presentation channel for Mercedes-Benz MBUX intelligent human-computer interaction. With powerful self-learning capabilities, the system provides car users with intelligent recommendations that include infotainment, comfort and other vehicle features.
More importantly, Mercedes-Benz has never shied away from the role of these screens in the entertainment field, for example, the 12.3-inch OLED display has an independent control interface that allows front passengers to watch videos during the drive. Combined with Mercedes-Benz's Sound of Berlin sound system, it will be possible to create a multi-dimensional sound range experience covering 360 degrees, allowing sound to evolve from flat to three-dimensional space.
But if you think that's all the EQS SUV has to say about screen interaction, you obviously narrow your thinking. Because Mercedes-Benz knows that any entertainment is based on driving safety as a prerequisite. Therefore, no matter what kind of wonderful movie the co-driver is playing, how beautiful music is listened to. EQS SUVs will set up a technological guarantee for driving safety.
As soon as the MBUX system detects that the driver's attention has been drawn to the co-pilot's screen, the vehicle makes its own judgment. When the driver observes the right side for more than 2 seconds, the screen content automatically disappears.
Of course, these function points condensed in just a few minutes of the launch video certainly can't sum up the entirety of the EQS SUV. At least its 660km endurance, I still want to try; eATS electric drivetrain and air suspension, I also want to try; in addition, the 4.5 degree rear wheel steering angle, what kind of flexible steering performance can be brought to this car with a length of 5.1 meters, it is also worth looking forward to.
These interesting feature points couldn't be shown one by one in a few minutes of video, but they sparked more of my curiosity to try the car. Although the EQS SUV is only released now, at the pace of Mercedes-Benz's electrification, I think it won't be long before it can actually come to us.
Some people say that times have changed, and the appearance of the car must also change. But the brands that can really build cars have always mastered the direction of automobile development. No matter how the times change, I still believe that Mercedes-Benz will be the most important member of the brand that controls the direction.