The more sophisticated things are, the more complex it is for companies to introduce reforms. Traditionally, the German luxury auto triumvirate comprising Audi, Mercedes-Benz and BMW have used monikers that sound like codenames to impart a specific identity to their cars. As they usher into a new era which is expected to be heralded by as early as 2030 to manufacture and sell purely electric cars, we have observed multiple revamps take place, not just in their continuum of vehicles, but even the naming strategies.
For instance, Audi recently announced that the A4 will desist in a few years and the A5 sportback will transcend to occupy its appellation.
S-CLASS and its NOMENCLATURE
According to a report by Autocar, we have learnt a recent development which suggests that Mercedes-Benz’s flagship electric sedan, the EQS’ next eon won’t see the light of the day.
However, what’s even more interesting is that the ‘S-Class EV’ will supersede the EQS sedan. Mercedes-Benz’s CEO, Ola Källenius has confirmed this to Autocar. He further iterated that the future will behold two S-Class’ – ICE and EV. Incidentally, this isn’t the maiden time that Mercedes-Benz will not allow the EQ prefix beside the model name. The G-Class’ electric derivative that broke cover just a while back was christened, ‘G580 with EQ Technology.’
PLATFORMS
It is also likely that the S-Class twins won’t be underpinned by the same platform, with an updated version of the MRA architecture to bolster the ICE counterpart. As the development appears to be in the primeval phase, it is anticipated for 2030 to arrive before the S-Class EV goes on sale and plausibly, a new generation of the gasoline S-Class might have debuted.
CONCLUSION
On one hand, it is fascinating and worth applauding to see Mercedes-Benz putting in extra effort to develop a wholly new platform and identity for the electric S-Class to ensure a different and reveling experience for the customer. However, this also implies substantially greater cost and time as it would have to be executed from a scratch. There’s always the threat of competition earning the first mover advantage and steal a major slice of the pie until the car debuts. Hence, it’s a two-edged sword.
That said, the German marque has always proved itself well and ensured that every new model was worth the wait. We’ve seen this with the latest generations of the C-Class, E-Class and the S-Class. The strategy of upping the ante by several notches with every new upgrade, if taken well by its fastidious aristocrats, will lead to more good than harm to the brand as the post induction phase is contemplated to have the brand secure the high-end luxury EV market with a major share.
If the S-Class EV name is used, it is possible that the design would be stately and mature, vis-à-vis a rounded impression of the current car that might not befit everyone’s taste.
However, the reality remains to be seen as manufacturers struggle to optimize platforms, lower costs and include only those models that are prolific to their sustainability over a foreseeable future. Two S-Class’ are touted currently but as emission norms become more stringent and authorities show apathy for fossil fuels, will both the twins be able to survive or only the electric sibling will keep the S-Class badge alive? Let us know your opinion in the comments.
