The company recently launched its fourth electric vehicle, the EQE, to woo the luxury EV segment.
The market share of EVs in the luxury market is almost three times more than the mainstream
market due to three main reasons: there is higher disposable income in this segment; cars offer
more range; and the price difference between the ICE and EV version is less.
No doubts on electrification
India, had told Autocar at the launch of the EQC that “there were multiple questions in the mind of the company about the future of electrification, but it is no more a question. He added that it was a fast-emerging reality all of us are embracing.
Iyer believes that the society has accepted EVs as the future and people want to buy an EV, but there are apprehensions on the shift. “The answer which I like and hate is that my next car will be an electric. I like it because I see a future where electric cars will come, but I wonder why they are not buying it today, when the options are available. This is what we are trying to address with EQE,
where the pricing for the EV is more or less the same as its ICE equivalent in many states.”
There are issues of range anxiety that Mercedes-Benz is addressing by boosting charging
infrastructure; it is offering assured residual value and 10 years warranty – highest in the industry –
to make it a hassle free experience for the consumers.
Mercedes Benz EV sales
Iyer says the adoption rate at the top end is definitely going to be much faster, yet Mercedes Benz is not running after volumes. “We have to be patient here, and not configure our product and strategy based on volumes. That would be a cardinal mistake as our customers are trendsetters; they show it to their family and peers. Hence, our cars have to be equipped with the best features and maximum range,” explained Iyer.
In the first half of this calendar year, Mercedes-Benz sold about 450 electric vehicles, and the
numbers could have been higher if not for the challenges in supply of the EQB. However, with a
portfolio of four cars at different price points, Mercedes-Benz will be addressing a much wider
customer base.
Luxury EV adoption
Mercedes-Benz aims for an all-electric line-up globally, post 2030. The adoption rate in India is likely to be slower, but it expects its market share to grow almost five times to 25 percent in the next
three to four years.
To understand EVs better and also raise awareness on EVs, Mercedes-Benz has converted all its top executives’ cars to electric. Starting this month, top 30 CXOs will replace their ICE cars with a zero emission vehicle. To further help accelerate the adoption of electric vehicle in the country,
Mercedes-Benz has also opened up its 140 fast chargers across the country for non-Mercedes
electric vehicles.
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