Kit Car Magazine

Mercedes-Benz has released a statement regarding price adjustments for some models in its EQ series. From November 16, 2022, all-electric EQE, all-electric EQS ​​and AMG EQS will have certain price adjustments. 230,000 yuan, which also reduced starting price of EQE to less than 500,000 yuan.

Among models whose prices have been reduced this time, EQE has successfully entered initial range within 500,000 yuan, and price adjustment range is about 50,000 yuan. Combined with terminal discounts, this lowered many barriers to entry.

EQS is model with largest decline. From original price of a million, it was "cut" by more than 230,000 yuan. The base price of 845,000 yuan is much more attractive. The same budget You can also choose a model with a higher configuration.

The drop in AMG models is 198,600 yuan. Since most powerful model is currently on sale, a drop close to 200,000 can naturally be called "really fragrant". A performance electric car with 639 horsepower, this price range is almost there, there is no other choice.

Mercedes-Benz did not forget owners of old cars after announcement of price cuts. I'm cutting leeks." However, since this subsidy is rather vague, it will take time to prove whether a particular subsidy can meet standards of car owners.

What is reason for price adjustment shortly after listing?

Both EQE/EQS are based on latest all-electric Mercedes-Benz platform and are all new vehicles that have hit market very recently. EQE has been on market for only about three months, and EQS has been on market since end of last year. In new car bonus period, such a big price adjustment is bound to confuse everyone.

From a product point of view, EQE/EQS, built on original pure electric platform, has shown due standards in every aspect. The design and mechanics showcased an understanding of traditional luxury brands in electric vehicle space. The drag coefficient, excellent mileage performance and black technologies such as rear wheel steering have received much praise in terms of objective performance and subjective texture.

In terms of appearance design, EQE/EQS use same design language and degree of similarity between them is relatively high. The round body, combined with borderless design of front panel, creates an elegant posture as a whole. . The AMG EQS is more performance oriented. In addition to more aerodynamic components, black color scheme also enhances sporty vibe and wheel design also reflects pursuit of performance.

In terms of interior design, EQE uses a more traditional interior layout similar to S-Class. The high-level indoor atmosphere is naturally pleasing to consumers.

The EQS has a unique interior design, and triple screen design is also very impressive now. The designer skillfully built three 12.3-inch screens into entire center console and covered it with a curved screen. Haven't seen a similar design yet.

In terms of performance, EQE currently only has one engine to choose from, with a maximum output of 292 horsepower. The figures are not exaggerated, but they provide a maximum official range of 752 km, which is more in line with practical needs. The EQS offers most powerful twin-engine version to choose from, with a maximum output of 516 horsepower, allowing it to reach 100 kilometers in 4.4 seconds.

The helpless market is cruel, and praise of EQE/EQS has prevented it from achieving good sales results. The last EQE sold only 426 units in October. For a model that has been on market for 3 months, this result is not enough. This is clearly unacceptable, and EQS sales for first nine months of 2022 are just over a thousand, less than half peak monthly sales of Mercedes-Benz's flagship S-Class.

As a traditional luxury brand, Mercedes-Benz undoubtedly has a relatively high brand awareness in traditional models, but for fast-growing domestic new energy market, it seems that halo of a three-pointed star alone cannot get its electric newcomers moving. further. Far. The development of domestic new energy vehicles is very fast, and many brands have already left original "new forces". Brands like "Wei Xiaoli" have now become backbone of market, whether it's brand awareness or market performance, passed over a good response.

It can also be seen from official statement that Mercedes-Benz tactfully expressed its incorrect market forecast. It can be said that Mercedes-Benz used its own understanding to challenge standard response in this attempt, and price behind it is certainly heavy.. In addition loss of sales, high price adjustment has also damaged reputation of Mercedes-Benz brand to a certain extent, which inevitably makes people doubt profitability of these luxury electric cars and reduces buying confidence of potential consumers.

Overview

While market is said to have taught Mercedes-Benz a lesson this time around, after price adjustment for Mercedes-Benz EQ series cars, those consumers who are ready to buy will undoubtedly benefit. Barriers to entry can also widen reach of these models, making it easier to lure people away from traditional car brands and further consolidate their own market share. From another point of view, Mercedes-Benz price adjustment plan is also a big brand. Although price reduction is relatively large, it has not forgotten old car owners who have already bought cars. It is not clear how specific compensation plan, but at least ratio is relatively correct , it's stronger than some brands that cut first and play later. At present, market is no longer an era in which one can solely rely on brands. After christening of many domestic strong brands, even if it is as strong as Mercedes-Benz, it needs a firmer pace to move forward steadily.