Mercedes’ EV Fortunes
When Mercedes-Benz first rolled out its EQ electric models, let’s just say that the reception wasn’t exactly rosy. The EQS, EQE, and all the other EVs that came out during that period were heavily criticized. Customers also voted with their wallets, and the initial mass-market EVs wearing the three-pointed star were sales duds.
Mercedes has since learned from that costly strategic error and has regrouped. Now, its fortunes are turning around with the new batch of EVs, both critically and in sales. The CLA had won European Car of the Year, the GLB has been met with positive first impressions, as well as the GLC. Things are also looking promising for the first-ever electric C-Class.
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The Bold Claim
Mercedes-Benz CEO Ola Källenius recently had a sit-down with British automotive magazine Autocar. Of course, he has high hopes for the latest EVs, but also admits that it’ll be a tough sell for traditionalists. Still, he’s convinced that Mercedes can and will deliver products that should sway even the most stubborn, dyed-in-the-wool combustion-power fanatic…eventually.
But then came the part of the interview that had him singing the praises of the recently-launched AMG CLA 45. “When I first drove the CLA 45 with that system, I was like a born-again Christian. It was the best V8 I’d ever driven: it had all the feeling of a V8 but with more power and torque,” said the executive. Now, there’s no doubt some of those reading the quote would be shouting ‘blasphemy!’ or typing that same word in all-caps in the comments section.
In all fairness, we can’t really blame him for saying that. The first-ever electric CLA 45 doles out way more than its overboosted 2.0-liter predecessor could ever make thanks to 671 hp. For reference, the outgoing CLA 45 ‘only’ makes 416 hp. Granted, the manic 2.0-liter turbo was part of the charm, but if Mercedes wanted to build a mini GT 4-Door, EV was the only way to go.
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Not a Substitute
Of course, that’s not to be taken literally, but it shows that a new powertrain doesn’t have to mean a totally alien driving or riding experience. The company is aware that there has to be some form of familiarity, and offering a completely different experience can (and will) drive loyal customers away.
Besides, Mercedes-Benz isn’t forcing its EVs on everyone, and it isn’t abandoning combustion power for a long time. It already learned its mistake when it rushed into the EV bubble and forced a rigid ‘all-electric by 2030’ target that, ironically, was set by Källenius. It’s now been made clear that the way forward is a multi-pathway approach, as all markets are not the same, and a supposedly firm deadline just leads to more mistakes due to rushed development.
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