Ambitious EV Goals Out of Reach for Mercedes and Volkswagen?

mercedes | german automaker
Mercedes cut EQS prices in China. The sedan’s low-slung roof makes it aerodynamic but there is less rear headroom, a drawback in the Chinese market where wealthy customers have chauffeurs and sit in the back. | Photo by Philipp Katzenberger on Unsplash

Although German car brands have been bold in their electrification goals, it seems the ambitious targets might not be as attainable as it seemed at first glance.

A little over a month ago, the German auto industry had to take a step back from their hopes of stealing the EV crown from Tesla, as big players such as Volkswagen and Mercedes-Benz ran into some unpredicted troubles.

While Volkswagen is struggling with their software, they’ve had to postpone their Trinity flagship electrification project for at least 2 years. At the same time, Mercedes’ false predictions regarding the market had them cutting the price of their flagship EQS EV in China by around 33,000 USD. 

These misjudgements have left the industry wondering if the ambitious goals are truly attainable or if the enormous amounts being poured into the transition are actually reasonable investments. While automakers around the world are doing their best to come to terms with the massive shift from combustion engines, German manufacturers who pride themselves in premium technology and luxury, feel the pressure of having a reputation to uphold.

Now, German automakers want to lead the transition to electrification, but it seems they might not actually have the necessary tools or knowledge to take the wheel. Only time will tell if they’ll be able to keep their pristine reputation and get that crown from Tesla eventually. 


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© 2024 Modera Ltd. All rights reserved.