On April 19, the Mercedes-Benz EQS SUV officially debuted.
Positioned as a seven-seater large luxury SUV, built on the EVA platform, the new car is the first flagship SUV model of the Mercedes-Benz EQ family, offering two power options of single-motor rear-drive and dual-motor four-wheel drive, with a cruising range of up to 660 kilometers, and will be launched in the Chinese market at the end of 2022.
If you focus on these three keywords: large luxury SUVs, new energy models, and seven-seat layout - at present, only hongqi E-HS9 in China is a car that meets these three labels at the same time.
The Mercedes-Benz EQS SUV has established a unique advantage for itself with a misplaced play this time, and it also happens to avoid the situation of competition with the domestic ongoing discussion of The Roc G9, the Ideal L9, the Weilai ES7 and other medium and large SUV.
Referring to the million-dollar price of EQS, this seven-seater SUV may only be able to overlook the electric vehicle market from a high position.
First released the pure electric sedan EQS, followed by the release of a seven-seat electric EQS SUV, successively launched two million-level models, Mercedes-Benz in the electrification transformation, shaping the brand upward, high-end image, for the subsequent mass production of electric vehicle models to lay a premium foundation.
This kind of high-end luxury products to shape the influence, and then use mainstream price products to open up sales, there are many successful precedents in the automotive market.
But for Centennial Mercedes-Benz, is this style of play the opposite of the new energy vehicle market that is growing at a high speed?
01
Ceilings for luxury electric cars
For Mercedes-Benz, a high-end luxury brand, it is not surprising that the million-class model has been launched, and the S-class and G-class, which are still iterating, are the flagship products of Mercedes-Benz.
This also means that for the consumer group of million-level products, Mercedes-Benz has mastered a very stable solution and translated it to pure electric products.
One thing can be seen in the EQS and EQS SUVs: the ceiling of luxury electric vehicles, and the two are more like "sister models".
The EQS SUV basically follows most of the design language and functions of EQS, and the biggest difference between the two is only the body shape of the SUV and the choice of three rows and seven seats layout.
At the expense of the exterior design of the EQS in order to achieve the extreme drag coefficient, the regular "bowed" body of the EQS SUV may gain more recognition.
In terms of smart cockpit, the EQS SUV is equipped with an 8-core CPU and 24 GB of memory, and the NVIDIA Xavier AI chip supports the MBUX intelligent human-computer interaction system.
Like EQS, the system enables a zero-level interface where users don't have to rummage through submenus, and all key applications learn autonomously based on the user's usage and context.
Interestingly, in order to make the EQS SUV easier to maneuver and increase the agility of the vehicle, this model also comes standard with rear-wheel steering at an angle of 4.5 degrees.
But if you feel you're not flexible enough, you can add money to go direct to OTA and upgrade the steering angle to up to 10 degrees.
As for the interior, it is naturally a matryoshka design, which can be seen on the EQS, and the EQS SUV will also have it, after all, this is already a million-level model:
Central control of large area of leather and large size screen;
The central armrest and door armrest are inlaid with a number of small Mercedes-Benz trident star cut-out ash panels;
Door trim panels spliced together from a variety of materials;
12.3-inch instrument panel, 12.3-inch passenger screen;
Create a Dolby Atmos system that covers a 360-degree multidimensional sound range...
Whether it's a copy or a luxury pile, there's no doubt about the significance of this EQS SUV for Mercedes-Benz.
Mercedes-Benz CEO Conlinson said that the new EQS pure electric SUV represents another iteration of Mercedes-Benz's research and development strategy and is a step towards achieving the highest goal of building the world's "most desirable electric car".
02
Fully electrified by 2030
What other killer skills does Mercedes have?
At the 2016 Paris Motor Show, Daimler unveiled the CASE strategy, which represents smart connectivity, autonomous driving, shared mobility and electric drives. It also showcased a pure electric SUV concept car called "Mercedes-Benz EQ".
Of course, EQ is not just a car name, but a series.
After 6 years of precipitation, in order of low to high prices, Mercedes-Benz currently sells four EQ series: EQA, EQB, EQC, and EQS.
However, in addition to the EQS based on the EVA 2.0 platform, other EQA, EQB, and EQC based on EVA 1.0/1.5 can be considered to be changed from the corresponding fuel models, which is the so-called oil to electric model.
In the domestic new energy market, these three models did not set off any waves after they were listed.
Take the EQC, the first pure electric model of Mercedes-Benz, as an example, it took only one year for this car to be localized from its global debut in 2019, and the introduction process so quickly is not at all like Mercedes-Benz.
It turns out that not all Mercedes-Benz labels are selling well.
Since the domestic listing in November 2019, the cumulative sales of EQC have been 10219 vehicles, and even in the year when the domestic new energy market broke out last year, the cumulative sales of EQC for the whole year were only 6098 vehicles, which is almost only a month's sales of the same level competitor Weilai ES6.
Since then, the arrival of EQA and EQB has not changed the situation, and the cumulative sales of the two cars since their launch in November last year have been 839 and 1215 respectively. Even less than half a year after their launch, the fate of these two models has been the same as that of the EQC, and the "discount" has been regarded by dealers as the biggest selling point.
It is understood that these three models currently have a cash discount of about 100,000 yuan, and almost most of the sales of the three are derived from the strength of the discount.
The market proves that Mercedes-Benz's strategy of trying to open up the new energy market with oil-to-electricity products is not practical, but it has encountered more and more doubts on the road to electrification and transformation.
Last December, Mercedes-Benz unveiled its pure electric model EQS.
It is the first model to be built on the Mercedes-EQ Large Electric Model Architecture (EVA 2.0) platform and is defined as the industry's first large-scale electric luxury sedan.
Just as the Mercedes-Benz S-Class has been leading the fuel car market in the past, Mercedes-Benz also hopes to lead the electric vehicle market with EQS, and convey a clear attitude to the outside world: that is, in the new pattern of electrification transformation, Mercedes-Benz still has the strength to define what is the "S-Class".
The guidance price of 1 million to 1.5 million makes the Mercedes-Benz EQS the most expensive electric sedan on the market today.
From this point of view, the target group of Mercedes-Benz EQS is the small group of people who can afford to buy the Mercedes-Benz S-Class but want to try new energy vehicles.
Compared with the cumulative global sales of 87,064 Mercedes-Benz S-Class last year, China accounted for 35.5% of the sales, and the long-term sales of EQS will be close to it. To date, EQS has received approximately 20,000 orders worldwide.
Currently, EQS can help Mercedes-Benz open up its presence in the electric vehicle market, but it cannot rely on million-level pricing to gain market share.
So, in the electrification transformation of Mercedes-Benz, what models are relying on to compete for the market?
The burden of market share was given to Mercedes-Benz EQE.
Based on the EVA 2.0 platform, the EQE, which is positioned as a medium-sized pure electric sedan, will be launched in the second half of this year, and this model basically retains the design elements of EQS, and the price is expected to drop to half of EQS.
EQE does not have many competitors in the market segment, EQE or for Mercedes-Benz EQ in the field of electrification to bring a little vitality.
Taking BMW and Audi as an example, neither of them has built a series of car products based on the real pure electric platform, and Mercedes-Benz in addition to EQS, the price is expected to be controlled in the range of 500,000-700,000 yuan EQE may be able to preemptively seize the part of the market share that belongs to the BBA pure electric car.
At the same time, at the beginning of this year, Mercedes-Benz also released the VISION EQXX, a concept car based on the MMA platform.
For this concept car, its two core performance data are worth paying attention to:
Drag coefficient reduced to 0.17: This is the lowest wind resistance coefficient in automotive history to date.
A single charge lasts more than 1000km.
What is the concept of a single charge with a range of more than 1000km?
On April 14 this year, the concept car VISION EQXX started from Sindelfingen, Germany, passed through the Swiss Alps and northern Italy, and finally reached the Mediterranean coast of Cassis on the French Riviera, which lasted 11 hours and 31 minutes, ran a total of 1008 kilometers, and achieved the first electric vehicle with a single endurance across the country.
Upon arrival at the destination, the test vehicle showed that there was 15% (about 140 km) of electricity remaining. In other words, the total range of the concept car can reach the level of 1148 kilometers.
The VISION EQXX, known as the "most efficient model in Mercedes-Benz history," will be officially released in 2025.
According to the plan, the Mercedes-Benz MMA platform will be operational in 2025, suitable for the production of small and medium-sized pure trams, and is the main platform for Mercedes-Benz's future compact luxury models.
With 2025 as the dividing line, we can see the planning of Mercedes-Benz's electrification transformation:
Until 2025, the Mercedes-Benz product line will continue to electrify three platforms with EVA 2.0, EVA1.5 and EVA1.0 as phases. Launch pure electric models such as EQS, EQE, EQA, as well as hybrid products such as E-class and S-class, forming a pattern of 50% of the sales volume of pure electric and plug-in models.
After 2025, all new Mercedes-Benz models are pure electric vehicles, replacing the existing EVA 2.0 platform with the EA platform, and launching a market offensive to the medium and large new generation of pure electric vehicles.
The EA platform will form the following three branches:
MB. EA, the main force of the electric platform, covers all medium and large passenger car products;
AMG. EA, dedicated performance electric vehicle architecture;
VAN. EA, for VAN models and light commercial vehicles.
The three architecture platforms are not difficult to understand, corresponding to the popular models of mercedes-Benz fuel vehicle system.
At present, there is still no more news about the above three platforms, but at least it can be seen that the EA platform is responsible for the full transformation of Mercedes-Benz into electrification.
At the same time, in this electrification transformation, from the procurement of parts to self-research, it is shown that Mercedes-Benz does not want to lag behind people, Mercedes-Benz hopes to achieve seamless switching through this transformation and return to the status of the era of fuel vehicles.
From the above series of actions, it can be seen that mercedes-Benz's electrification transformation is very comprehensive, but it is not radical, more of a momentum for the past stumbling, but also very cautious.
03
What will Mercedes-Benz's next centenary look like?
At this stage, almost all the traditional car companies in the world are making every effort to announce the time for their official full electrification transformation.
The strategic layout of the pure electric + plug-in hybrid platform can be seen that Mercedes-Benz also has a desire to attack the hybrid market.
In 2021, Mercedes-Benz's total deliveries of plug-in hybrid and electric passenger cars will be 227458 units, of which hybrid models account for two-thirds of the total deliveries.
At present, Mercedes-Benz's so-called "electrification market" relies only on hybrid models to maintain sales, and in 2025, 2030 and beyond, it may be difficult for slow-motion Mercedes-Benz to continue its former glory.
After breaking up with Mercedes-Benz, Tesla has maintained a momentum of high growth in the new energy market.
At present, Tesla has four gigafactories around the world, and all of them are in production, and if the production capacity is full, the total output will be nearly 2 million vehicles.
Relying on the two main products of Model 3 and Model Y, Tesla has achieved sales of nearly one million vehicles in 2021, ranking first in new energy sales.
In 2023, Tesla will also invest a number of new products in the market, continuing to impact the ceiling of sales in the new energy market.
According to Musk's logic, if we maintain the current growth rate of 50% per year (500,000 in 2020, 936,000 in 2021), it will not be difficult to achieve the goal of 20 million vehicles per year by 2030. This year, Mercedes-Benz has just entered the era of full electrification full of uncertainty.
BMW has abandoned the "one platform three eats" approach in 2021 and is fully developing a new platform, Neue Klasse. According to the plan, BMW's goal for 2025 is to achieve a cumulative global delivery of 2 million pure electric models, this year Mercedes-Benz has just entered the expectation that all models are based on pure electric platform research and development.
By 2030, BMW expects electric models to account for at least 50% of the group's total deliveries, with a cumulative delivery of 10 million units.
At the same time, volkswagen, the most radical player in the electrification transformation, after three adjustments to the electrification transformation strategy, aims to account for more than 70% of pure electric models in the European market by 2030, and more than 50% of pure electric models in the Chinese and American markets.
Almost every veteran car company born in the 20th century has bet on the future of electrification in the next 10 years after 2025, and they are forced to stand on the same starting line.
Although Volkswagen and BMW are also struggling in the sales volume of the new energy market at this stage, at least they have a clearer market strategy than Mercedes-Benz in the phased progress of electrification - this does not include BYD, which has been fully electrified in China, and a group of potential new force car players.
Studies have shown that by 2030, the profit share of traditional car companies in the global automotive industry may drop from 85% to less than 50%. The future focus of car companies on new technologies such as electric vehicles will be an important source of profit.
It is undeniable that centennial Mercedes-Benz has an indelible influence on the automotive industry, but in the era of new energy, luxury is no longer a unique feature, and the brand cannot be the only choice.
After 2030, how many more can Mercedes-Benz rank?
"The Heart of the Car · The connoisseur said" trailer
On Tuesday, April 26, 20:00-21:00, Yang Tengfei, Vice President & Operation Director of MAXIEYE, Intelligent Driving Technology, will be a guest car heart · Experts said, talk about "how intelligent driving has become a new kinetic energy for heavy trucks to reduce costs and increase efficiency".