Source: Screenshot of Moments
EQS was officially listed on December 17 last year. It was once considered a Tesla Model S killer at the beginning of its listing, and its domestic price ranged from 1.0746 million to 1.5186 million yuan.
However, such a car has already begun to drop itself before enjoying the thrill of fighting in the high-end market.
The price of pure electric cars has plummeted. How does Mercedes-Benz, the king of the fuel era, establish a personality in the new energy market?
The price cut is “popular”
In fact, when this car was just launched, many people complained that the price was too high and not worth a million.
From the perspective of the model matrix, EQS does have millions of genes. For example, EQS belongs to the electric version of the S-class, which abandons the “oil-to-electricity” route. It is built on the EVA electric drive platform, and the cruising range can reach 800km.
In terms of intelligent configuration, Mercedes-Benz is also extremely capable, making full use of what it can have. For example, EQS is equipped with a MBUX super-connected screen, which consists of three screens and is 1.41 meters long.
In addition, in terms of smart sensors, it is also equipped with 1 set of binocular cameras, 4 parking cameras, 1 lidar, 4 corner radars and 12 parking ultrasonic sensors. From the hardware point of view, this car can support the L3 level autopilot system, which is even one step ahead of Tesla to achieve L3.
Despite this, people still don’t buy it, thinking that it is better to buy an S-class with this money, “Mercedes-Benz never cheats the poor”.
At present, if the price is reduced by 300,000, it means that the Mercedes-Benz EQS with low-end models will be available for less than 800,000. Mercedes-Benz is really popular in the market.educateYet?
According to the situation that Chaodian Lab contacted the Mercedes-Benz 4S store to inquire, the Mercedes-Benz EQS is indeed selling at a reduced price, but the discount rate is not uniform.
“It’s not as exaggerated as the Internet rumors, about 60,000 discounts.” A salesperson from a Mercedes-Benz 4S store in Shandong told Chaodian Lab, “Every new car on the market has no discount, and EQS has been on the market for half a year, so I did it. some promotions.”
also,This time, the price reduction of new cars is not an official direct reduction, but a preferential policy determined by different cities according to the actual situation, so how much the discount can be depends on one’s own “counter-offering” skills.
For example, a Mercedes-Benz 4S store in Ningde, Fujian directly opened the phone, and the price of Mercedes-Benz EQS was reduced by 100,000.
“The price has been reduced by more than 100,000. The specific need to go to the store to discuss, there will be greater discounts.” A Mercedes-Benz salesperson told Chaodian Laboratory that the price of EQS can be “negotiable”, which means that the price of EQS will be reduced by 200,000 to 300,000. Not impossible. And the other party has repeatedly emphasized that this is the best car of Mercedes-Benz tram at present.
In order to have a more comprehensive understanding of the price reduction of Mercedes-Benz, Chaodian Lab also contacted Mercedes-Benz 4S stores in Beijing and Shenzhen. A 4S store in Beijing said that the Internet rumors were too exaggerated and there were not many discounts. The Shenzhen 4S shop said that the current conservative estimate is more than 200,000 discounts, and that there are too many cars in the Mercedes-Benz car, so there will be such a big discount.
Obviously, the price reduction of Mercedes-Benz EQS by 300,000 is not groundless. When there are existing cars in the store, the discount can often be maximized.
In fact, as early as May, Mercedes-Benz officially carried out a small price reduction for EQS and EQC. When these two cars were upgraded with minor facelifts, they were lowered by 7,900 yuan and 5,000 yuan respectively, which is in line with the general increase in the price of new energy vehicles. The situation is very different.
The new energy market does not recognize the Mercedes-Benz LOGO?
Why does Mercedes-Benz take the initiative to lower its body?
A very important reason is that it cannot be sold.
Compared with the hot sales of Tesla and BYD, the sales of Mercedes-Benz new energy vehicles are bleak.
According to relevant data,Mercedes-Benz EQS sold 68 units in a single month in May, and accumulated sales of 497 units from January to May. In the domestic market, the Mercedes-Benz EQS sold only 16 units in May, and the cumulative sales volume from January to May was 220 units.
In fact, in addition to the Mercedes-Benz EQS, from the perspective of the entire new energy vehicle market, the performance of Mercedes-Benz is hardly optimistic.
In 2019, Beijing Benz produced its first new energy vehicle, and its new energy dream started with the EQC.
However, this car did not bring much change to Mercedes-Benz. Since this car is based on an oil-to-electricity platform, there are frequent quality problems.
The word of mouth of EQC is also almost “bad reviews”. On major car complaint platforms, car owners’ problems involve display failure,air conditionerThe system goes wrong, and the biggest problem is the “coolant leak and burn out the motor” related to the core components.
For the problem of motor damage, some car owners still have faults even after replacing the motor twice.
The main reason why EQC has motor failure is a design defect in the process of converting oil to electricity.
Because the cooling system of new energy vehicles is different from that of fuel vehicles, if Mercedes-Benz wants to reuse the cooling system of fuel vehicles to the greatest extent, the space in the engine compartment will be limited, and problems will easily arise during the redesign process.
Mercedes-Benz eventually had to use the recall method to solve these historical problems.
Under the global wave of vehicle electrification, Mercedes-Benz has only officially entered the road of “full electric” in the past two years, and quickly launched three pure electric SUV models, trying to quickly enter the new energy market by relying on the influence of the Mercedes-Benz brand.
However, the “oil-to-electricity” products with the lowest cost and the shortest development cycle brought about the collapse of reputation obviously unexpected.
Although Mercedes-Benz EQS got rid of the problem of changing oil to electricity, as an S-class in electric vehicles, the price must always be kept. The consequence of this is that consumers do not buy it.
In fact, not only Mercedes-Benz, but also BMW and Audi, which are also luxury car companies, are also struggling in the new energy market.
In the first half of the year, BMW sold 75,900 pure electric vehicles, 50,000 Audi electric vehicles, and 45,400 Mercedes-Benz pure electric vehicles. Although the year-on-year growth was high, their share in the entire new energy market was not worth mentioning. , even less than half of Tesla’s BYD’s monthly sales.
These “old people” in the field of traditional fuel vehicles are difficult to find a place in the new energy market.
Can the old king move new recruits?
In fact, along with the transformation of the automobile industry, the previous automobile brand pattern is experiencing an unprecedented impact.
Usually, BBA is a luxury representative of the fuel vehicle market, a LOGO with a three-pointed star emblem, and a quality guarantee without a text certificate.
However, the new energy wave has completely changed people’s perception, and the luxury standards of the past are no longer applicable.
For example, in terms of performance, the motor has a torque advantage over the car engine, so the starting point is more advantageous than the fuel car.
Taking BYD Han EV as an example, this car costs less than 300,000 yuan, and its acceleration time to 100 kilometers is only 3.9 seconds.
The million-dollar Mercedes-Benz AMG GT has a 100-kilometer acceleration time of 5 seconds, and the AMG GTC’s 100-kilometer acceleration time is 3.7 seconds, but the price of this car has reached 1.8269 million.
For electric vehicles, performance and control are almost at your fingertips, allowing ordinary consumers to experience the experience that can only be enjoyed by million-dollar luxury cars.
So for these traditional luxury veterans, an ultimate question is, when the performance advantage is no longer, what can be used to support its million-dollar price?
According to the plan, the small EQS-EQE will be launched soon, and the pre-sale price of this car is 530,000. This car is the first pure electric car produced by the EVA platform in China, and it is also the first domestically produced pure electric medium and large car in BBA.
Weilai ET7 happens to be in this price range. Can Mercedes-Benz, the king of the old era, overwhelm the recruits?