Summary: Mercedes-Benz 's thinking about "sustainability" and "luxury" has obviously gone beyond the literal meaning. Sustainability not only refers to carbon neutrality, but also points to the profitability of the company, the uniqueness of products and brand value, etc. As for luxury, Mercedes-Benz decided to use first and give amazing answers to the product .
城九歌/文
“Thinking and acting based on luxury brands” is the new topic Mercedes-Benz has set for itself in its latest long-term vision. Mercedes-Benz, which has been "luxury" for 136 years, made this request to itself, intentionally or unintentionally emphasizing the fact that in the carnival of overtaking in corners opened up by intelligence and electrification, "luxury cars" and "luxury brands" The concept is gradually being confused. After the traditional luxury concept was diluted and broken, reconstruction was not established.
As the inventor of the automobile and a global leader that has focused on luxury cars for more than 100 years, Mercedes-Benz chose to use practical actions to clarify this concept. In its latest long-term vision, Mercedes-Benz announced that it will implement an upgrade of its corporate strategy. The specific plans are: further focusing on luxury and upgrading its product lineup; accelerating the path to a "fully electric" future; and committing to structurally improving profitability.
This plan will be achieved through three sub-goals. First, reshape the product matrix: by 2026, the sales share of high-end models will increase by approximately 60% compared with 2019, and more than 75% of investment will be used to develop products in the most profitable market segments; second, comprehensive electrification: We are committed to achieving all-electricity by 2030 when market conditions permit, and achieving carbon neutrality in our new car lineup by 2039; third: establishing digital marketing and sales channels focusing on direct sales. Everything points to higher-end, more valuable luxury.
"These strategic goals are the necessary elements for the company to strengthen the connection between luxury and sustainability." Mercedes-Benz said. Sustainable luxury - Among the above three elements-rich goals, Mercedes-Benz's thinking about "sustainability" and "luxury" has obviously gone beyond the literal meaning. Sustainability not only refers to carbon neutrality, but also refers to the profitability of the company, the uniqueness of its products and brand value, and so on. As for luxury, Mercedes-Benz decided to give an amazing answer first in terms of products.
At the end of 2021, Mercedes-Benz's flagship electric sedan EQS will be officially launched. This flagship electric car, known as the "new benchmark for luxury pure electric models", is the first pure electric luxury model of Mercedes-Benz's electric car brand, the Mercedes-EQ brand. The sedan is also the brand's first model to be developed based on the luxury executive car platform - the EVA pure electric platform.
Mercedes-Benz flagship store new EQS
In addition to Mercedes-Benz's most cutting-edge electric technology and digital intelligent technology blessing, this car was also born in Mercedes-Benz's famous Sindelfingen Factory 56 and is produced in a carbon-neutral manner, becoming Mercedes-Benz's "sustainable luxury" The most powerful endorsement.
Led by EQS, Mercedes-Benz is launching a series of innovative plans to redefine the pure electric luxury market segment with the Mercedes-EQ brand. The "Mercedes-Benz version" answer to "What is a luxury brand" is about to be given, and the height and resilience of luxury brands in the electric era are also waiting to be recalibrated.
Mercedes-Benz’s new vision: Sustainable and more luxurious
“Think and act based on luxury brands” – this is the thinking of Mercedes-Benz at the crossroads. 136 years of experience and intuition require this kind of thinking to go straight to the source, so Mercedes-Benz started a discussion about human travel desires and automobile emotions.
"The Economics of Creating Desire" has become the starting point for Mercedes-Benz's new vision and strategic upgrade. It explores not only the functionality of luxury brand cars, but also people's yearning for beautiful things given as works of art, as well as the emotional level. The demands are the sustainable development model that the realization of this desire can bring to the enterprise.
’s pursuit of spiritual added value that transcends the material level not only reflects that Mercedes-Benz is about to launch more exclusive collector’s editions of the Mercedes-Maybach brand, but also a new project to create super-exclusive collection cars - " The "Legendary Series" (MYTHOS Series) is even more reflected in the S-Class sedan, a top-end product that has a wider influence and is "like a handed down symbol."
"We see huge potential in this to further enrich the high-end product matrix and bring more desirable models to our customers." When talking about the new product strategy, the Board of Directors of Mercedes-Benz Group AG Said Chairman Källenius (Ola Källenius). The changes brought about by
thinking are all-round, and the reorganization of product architecture has become the most important goal. Mercedes-Benz announced that it will focus on three major model matrices in the future: "high-end luxury", "core luxury" and "new generation luxury". Among them, increasing the weight of "high-end luxury" is the main intention of Mercedes-Benz's strategic "upgrade".
's "high-end luxury" product lineup includes: Mercedes-AMG and all models of the Mercedes-Maybach brand; high-end models of the Mercedes-EQ brand, including EQS and EQS pure electric SUV; May Sides-Benz S-Class sedan , G-Class sedan and full-size luxury GLS SUV; limited edition models and premium crossover models.
According to Mercedes-Benz’s plan, electrification will cover all models, and EQS, as a backbone product, has also become an important future growth engine for Mercedes-Benz in the high-end luxury market segment.
attaches more of the connotation of the luxury concept to the "high-end luxury" level, entrusting Mercedes-Benz with a deeper thinking. In October 2020, Mercedes-Benz released a strategic plan and proposed new financial goals: no matter what the economic situation, it will focus on stronger profitability. Therefore, in the promotion and upgrade of Mercedes-Benz's "Focus on Luxury" strategy Among them, further improving structural profitability is an important assessment dimension.
Regardless of focusing on the high-end luxury market segment or innovating the corporate structure, Mercedes-Benz's goal is to strive to have stronger profitability in a more difficult environment. Mercedes-Benz said: “We are further strengthening the core of our business model and product matrix in order to maximize the potential of Mercedes-Benz even in a challenging environment. Our ultimate goal has always been to create the most desirable cars in the world. "
Obviously, this century-old car company is using this approach of upgrading in adversity to interpret what "the thinking and action of a luxury brand" is.
The mission of EQS
As the leader of the new luxury electric camp, EQS has become the interpretation of Mercedes-Benz's The understanding and persistence of luxury brands - the best platform for unique value and experience
Three years ago, Mercedes-Benz announced that it would achieve carbon neutrality 10 years earlier than the Paris Agreement. This is not a distant goal. To this end, Mercedes-Benz has set a goal. According to the plan, starting from 2025, all newly released model architectures of Mercedes-Benz will be pure electric platforms, and each model will provide customers with a pure electric version as an option. By 2020, Mercedes-Benz will be fully prepared for pure electric vehicles in markets where conditions permit; by 2039, its new car lineup will be carbon neutral, and EQS will be the first step in this roadmap to build a zero-emission luxury travel ecosystem. Important points.
From the appearance design to battery technology content, digital technology application, as well as the irresistible sensory experience and nobility of details, Mercedes-Benz’s flagship electric EQS seems to be setting the coordinates for the flagship luxury electric market segment. ·In addition to the "seamlessly designed sculpture-like" body created under the concept of "Purity", the top-level experience of EQS is reflected in more customized sensory impacts: the use of Mercedes-EQ special exterior paint, equipped with a large HEPA efficient Air filtration system, equipped with exclusive fragrance - a tribute to Mercedes-Benz's first electric car 's "No. 6 flax mood"; aerodynamics experts cooperated with designers to reduce the drag coefficient of EQS to 0.20; acoustics The audio library customized by experts can bring a unique in-vehicle acoustic experience.
In terms of electric and intelligent functions that can better reflect its competitiveness, EQS also has many "firsts" in Mercedes-Benz technology applications. EQS's CLTC comprehensive operating range. The mileage is up to 849 kilometers (the WLTP comprehensive operating range is 780 kilometers); the equipped 400-volt high-voltage battery system can replenish the EQS's power from 10% to 80% in 48 minutes in the 110-kilowatt DC charging mode. The arrival marks the birth of a new generation of high-energy-density batteries. In terms of battery chemistry, the cobalt content in the cathode of EQS cells has been reduced to 10%.
EQS has up to 350 sensors depending on different configurations. The latest generation of driving assistance systems includes many driver assistance functions; the MBUX intelligent human-computer interaction system realizes the humanized application of "zero-level interface". In addition, EQS is the first Mercedes-Benz model that can be remotely upgraded online through OTA to activate new vehicle functions in many functional areas.
The introduction from Mercedes-Benz shows that more than 40 new inventions and 20 design patents are integrated on EQS. In addition to the uniqueness of the above product design and functions. Another "luxury" aspect of EQS that is difficult to replicate is the way the car was born and the sustainability of its life cycle.
EQS is a product designed and built based on sustainable concepts. It was born in Mercedes-Benz's most advanced zero-carbon factory - Factory 56. It is produced in a carbon-neutral way and uses many renewable materials. Components in the EQS with a total weight of more than 80 kilograms are proportionally made from resource-saving materials (recycled and recycled raw materials). For example, cable tubes are made of recycled plastic; the floor covering raw material uses synthetic yarn made of regenerated nylon. Compared with traditional materials, one ton of yarn can reduce more than 6.5 tons of carbon dioxide emissions; front engine The aluminum material inside the cover has been certified as sustainably produced by the Aluminum Stewardship Initiative (ASI).
In addition, after the life cycle of the EQS model is over, Mercedes-Benz will recycle, remanufacture and reuse the batteries. Mercedes-Benz Energy, headquartered in Kamanz, is responsible for developing innovative energy storage solutions. All this stems from Mercedes-Benz’s sustainable layout of the entire industry chain from production to supply chain. It is reported that suppliers, which account for more than 75% of Mercedes-Benz's annual purchases, have signed a vision document and agreed to only supply parts produced in a carbon-neutral manner in the future. Starting in 2022, all Mercedes-Benz production plants around the world must use electricity generated from renewable energy sources. Mercedes-Benz will also agree specific CO2 emissions measures with its suppliers.
Electrification and intelligence have broken the barriers of automobile manufacturing, and have also given the luxury attributes of automobiles the possibility of continued breakthroughs and more diversified interpretation space. The "sustainable luxury" advocated by Mercedes-Benz is only the first step in EQS. Including the Mercedes-Maybach EQS pure electric SUV planned to be launched next year, there are many high-end luxury products born on the new electric platform. Models will gradually be launched. Mercedes-Benz's "economics of creating aspiration" that hopes to create a unique luxury experience and its desire to reconstruct the concept of "luxury brand" will also be verified with the help of its super electric camp.
