Return to the "comfort zone"
The new forces are increasingly penetrating the luxury car market, and the BBA trio are facing unprecedented challenges. As the "inventor of cars," Mercedes-Benz has thrown out its technological trump card and is preparing to launch a counterattack in the ultra-luxury market.
On the evening of October 18th, Mercedes-Benz and Shanghai Fashion Week co-hosted a "Off-Road Night" for the "Big G." Over the years, the Mercedes-Benz G-Class has taken turns to appear, with the highlight being the long-awaited "Pure Electric Big G" off-road vehicle - G580. With a pre-sale price of 2.17 million yuan, it has become the most expensive pure electric vehicle in Mercedes-Benz history.
This massive "box" weighing 3 tons goes against every curve and low drag design concept pursued by electric vehicles. However, as an electric off-road vehicle with 4 motors and 4 gearboxes, the performance of the Mercedes-Benz "Pure Electric Big G" is like reaching the ceiling. "Tank turning," "compass turning," and "high-speed turning in place" are basic skills, and it even demonstrated a 45-degree steep slope start-stop on-site.
In the era of fuel-powered cars, the Mercedes-Benz G-Class is a recognized performance benchmark in hardcore off-road racing, backed by the technological barrier constructed by Mercedes-Benz's cutting-edge technology. In the new energy era, the Mercedes-Benz Pure Electric G-Class is the same. It aims to use this vehicle to prove its weight in the million-dollar ultra-luxury race.
However, merely showing off muscles is just a demonstration of Mercedes-Benz's continued strength. In the era of increasingly "affordable" electrification in terms of power and performance, if the "Pure Electric Big G" wants to return to its former glory, it must reclaim its position in the hearts of the wealthy.
This time, Mercedes-Benz brought in Moncler, Chinese fashion designer Chen Peng, and collaborated on the giant PROJECT MONDO G art car and the "Blue and White Porcelain Big G," placing them on the rooftop of the Power Station of Art in Pudong. Mercedes-Benz is trying to attract more high-net-worth consumer groups through this collaboration, and also wants to compete with rising stars like U9, Dongfeng Warrior, etc., to elevate its status at the cognitive level.
Behind the glamour is Mercedes-Benz's "retreat" in the face of pressure from domestic independent brands.
In recent years, the landscape of the domestic car market has changed, with new forces attempting to replace the BBA trio. Aito, Li Auto, ZEEKR, Nio, and other rising stars are wielding the "big stick" of new energy and intelligence, encroaching on the territory of the German luxury car trio. Consumers are losing interest in BBA, and the influence of the "old money" in the traditional advantage track of 200,000 to 500,000 yuan is rapidly diminishing.
The continuous pursuit of the rising stars and the cooling of the luxury car market have made Mercedes-Benz realize that it cannot continue to be endlessly embroiled in internal competition with the new forces. Mercedes-Benz is determined to focus on climbing higher, return to its "comfort zone," maintain its position in the ultra-luxury market, and gain more profits.
The "Pure Electric Big G" has become Mercedes-Benz's sharp tool for breaking through.
In China, the G-Class, as a representative of luxury hardcore off-road vehicles, still has strong market appeal. For Mercedes-Benz, it is both a brand totem and a profit contributor. Therefore, Mercedes-Benz is highlighting the high-performance identity of the new Big G with its configuration, while also elevating its social attributes through historical heritage and fashionable collaborations Luxury brands, like some luxury brands, resist inflation and improve performance by continuously raising prices, consolidating their bargaining power, and targeting wealthier consumers. In a challenging environment, Mercedes-Benz is enhancing profitability to counter external risks and solidify its identity in the world of the new energy vehicle boom.
Two years ago, Mercedes-Benz Group Chairman Konrad Zetsche announced a strategic adjustment focusing on luxury. Mercedes-Benz decided that 75% of its investments thereafter would be used for the most profitable niche market products, and planned to achieve a structural adjustment of its product matrix by 2026. Mercedes-Benz hopes to increase the sales share of high-end models by 60%.
Thanks to its high-end strategy, Mercedes-Benz's top flagship models - the S-Class, Maybach, and G-Class - have seen continuous sales growth over the past two years, allowing Mercedes-Benz to lead the million-level luxury car market. However, due to the lukewarm response to the previous EQ series, Mercedes-Benz has not yet made a firm decision to electrify its flagship GLS and S-Class.
If the "pure electric G-Class" can solidify the G-Class's position as a leader in the industry, it could become a new benchmark for high-end luxury electric vehicles. More importantly, it provides an opportunity for Mercedes-Benz to reshape its pure electric series and lead a counterattack in the high-end new energy market. This time, the pure electric G-Class, no longer named the EQ series, has already hinted at Mercedes-Benz's strategic shift in the field of pure electric vehicles.
Going all-in on ultra-luxury is also Mercedes-Benz's current strategy. It is temporarily loosening the reins to alleviate financial and new energy market pressures, but secretly sharpening its knives.
At this moment, it is accelerating the localization of the new energy supply chain, preparing to regain pricing power in the era of electric vehicles, and preparing to unveil a new pure electric platform next year. It has introduced a new electric drive system and an 800V electrical architecture, and its self-developed vehicle system MB.OS will also be mass-produced.
Clearly, this will be Mercedes-Benz's all-out charge. It aims to rise high and fall low, win back the hearts of the wealthy and the middle class, and reclaim lost ground in the luxury car camp. The "pure electric G-Class" has now kicked off the counterattack. Its success or failure is related to whether Mercedes-Benz can break free from the "internal competition whirlpool" in the domestic market and hold onto the commanding heights of the luxury brand under the fierce attack of new forces.
A thrilling luxury car offensive and defensive battle may soon unfold before the world