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The Mercedes-Benz EQS, introduced in 2021 as the full-electric alternative to the S-Class, has not met sales expectations due to a combination of factors. According to industry experts, the EQS's lacklustre sales can be attributed to its aesthetics, while competition from rivals like the BMW iX, with superior base horsepower, longer range, and more comprehensive warranty coverage, has also played a role.
In response to these challenges, Mercedes-Benz has announced strategic changes to improve the EQS and its overall electric vehicle (EV) lineup. The company has scrapped the MB.EA Large platform that was intended for the next-generation EQS, signalling a rethink in how future luxury EVs will be designed.
Mercedes-Benz CEO Ola Källenius stated that some customers prefer a sportier look with the star integrated into the grille, while others want a more traditional look. To cater to both preferences, the EQS will offer a newly designed conventional radiator grille with the three-pointed star on the hood or a smooth front with a star pattern, starting from 2024.
In addition to design changes, Mercedes-Benz plans to accelerate its electric vehicle research and development with a significant investment of 40 billion euros. This includes enhancing charging infrastructure with initiatives like “Plug & Charge,” which simplifies the charging process by eliminating extra authentication and payment steps, aiming to improve customer convenience and adoption.
The EQS will also receive an upgrade to its traction battery with a new chemistry for increased range. The revised EQS platform will feature an 800-volt electric architecture for faster charging times. Furthermore, Mercedes-Benz will use its own electric motors in the updated EQS instead of the current Siemens-Valeo units.
In terms of performance and design improvements, while specifics for the EQS facelift or next generation are not fully detailed, the company’s broader EV strategy involves focusing more on high-end electric vehicles such as Mercedes-AMG models and increasing net revenue per unit through premium refinement and technology. This implies future EQS updates may feature more powerful variants and advanced technology integration to better compete with other luxury EVs.
Looking ahead, the next S-Class, expected in 2030, will be offered as a combustion engine, plug-in hybrid, and pure electric vehicle. The single-speed transmission of the EQS will be replaced by a new two-speed transmission for higher performance and potentially a higher top speed. The models are likely to look similar to the current S-Class and BMW's 7 Series, offering the same vehicle on a flexible platform with only subtle design differences depending on the powertrain.
The updated EQS will not be marketed as a chauffeur limousine, as it is perceived as different from traditional chauffeur cars by many customers in this class. However, the EQS now offers the option of "executive seats" to make it more appealing as a chauffeur car. The first purely battery-powered S-Class, expected from 2030, will use the upcoming MB.EA-Large platform.
Mercedes-Benz Design Chief Gorden Wagener suggested that the EQS could be marketed as a more futuristic vehicle, such as a futuristic CLS, an S-Class coupe, or something similar. The EQS, equipped with an improved battery featuring new chemistry, has already seen its range increase to potentially 816 kilometers per charge according to the WLTP standard.
These moves are designed to boost customer interest and align the EQS with evolving luxury EV market demands. With its revamped strategy, Mercedes-Benz aims to regain its position as a leading player in the luxury EV market.
- The Mercedes-Benz EQS, initially introduced as a full-electric alternative to the S-Class, is undergoing strategic changes to meet sales expectations, evident with the announcement of design alterations and technological advancements.
- Mercedes-Benz will offer two design options for the EQS starting from 2024, catering to customers who prefer a sportier look with the star integrated into the grille or a more traditional look.
- To enhance its electric vehicle (EV) offerings, Mercedes-Benz plans to invest 40 billion euros in research and development, focusing on initiatives like "Plug & Charge", improved traction battery range, and faster charging times through 800-volt electric architecture.
- The updated EQS may compete more effectively with other luxury EVs by featuring more powerful variants and advanced technology integration, as part of Mercedes-Benz's broader strategy to focus on high-end electric vehicles like Mercedes-AMG models.
