Mercedes Benz also reduced the price of electric vehicles in China, resulting in the loss of 32.2 billion market value

Mercedes-Benz's luxury electric vehicles could not be sold in China, and a price reduction promotion was held.

 

The lowest drop was 50,000, and the highest was 230,000.

 

Unexpectedly, this wave of price reduction operations affected the stock price of Mercedes-Benz - the stock price fell by 6.7% on the day, and the market value directly evaporated 4.386 billion euros, equivalent to about 32.2 billion yuan.

 

Mercedes-Benz emergency price reduction promotion

 

There are three models of Mercedes-Benz price reduction this time, namely:

 

 

The above price adjustment will be implemented from November 16, and owners of old cars who purchased before can apply for a price difference.

 

From the perspective of discounts, the two models with high prices have decreased significantly, for example, the starting price of EQS has been reduced by 229,600 yuan, while EQE has only decreased by about 50,000 yuan.

 

In fact, recently, major car companies are engaged in year-end promotions. For example, Tesla adjusted the price of Model 3 and Model Y, the price reduction was 14,000 yuan to 37,000 yuan, and asked the world to give some models of insurance worth 8,000 yuan to users.

 

The original intention is to rush sales, but Mercedes-Benz's price reduction, more importantly: it does not sell well.

 

Mercedes-Benz electric vehicle, how is the domestic performance?

 

At present, Mercedes-Benz has launched new energy vehicles, which are mainly divided into two types: pure electric and plug-in hybrid.

 

There are 4 models of plug-in hybrids:

 

There are 5 pure electric vehicles that have been launched:

 

The basic information of these five pure electric models of Mercedes-Benz is as follows:

 

Among them, EQS and EQE are Mercedes-Benz models based on pure electric architecture platforms.

 

From the official publicity of Mercedes-Benz, the selling points of these cars are mainly as - first luxury and comfort, and then an electric car. For example, the previous "visible luxury" themed salon event - "luxurious interior, ultra-long wheelbase, ultra-low wind resistance, 64 colors of luxury mood lights" such descriptions abound.

 

What is the psychology of those who buy Mercedes-Benz electric vehicles?

 

After consulting the major automotive forums, the most frequent words are "luxury", "comfort", "good interior", "good texture", "tall rear wheel steering", etc., in short, the two most important attributes of electric and intelligent are not highlighted.

 

And there is also a tacit phenomenon - buying a Mercedes electric car will be ridiculed.

 

 

More netizens broke the "truth" in one sentence:

 

In fact, whether the price is reduced or ridiculed by onlookers, it reflects that Mercedes-Benz electric vehicles are not popular.

 

根据新车交强险购买数，今年10月奔驰五款电动车单月销量加在一起还只有762辆，相比国内造车新势力真的有些惨不忍睹。

 

Mercedes-Benz electric cars that cannot be sold

 

There are many reasons why it can't be sold, and there are several more obvious.

 

First of all, from the perspective of the product itself, even if the pure electric platform model was launched later, it still did not erase the impression of "oil to electricity" left by Mercedes-Benz. The so-called "oil to electricity" is to rudely tear off the engine gearbox and shoehorn a set of batteries and motors on the original fuel vehicle platform.

 

And from the perspective of technical solutions and product experience, "oil to electricity" is indeed backward. Not only is the available space in the car greatly compressed, but the handling experience is not as responsive as the pure electric platform model. Even in terms of safety and intelligence, oil to electricity is far inferior to pure electric models.

 

In addition, in the development stage, the traditional fuel architecture parameters are many, and hundreds of ECUs control different corresponding functions, which causes a wide range of interfaces and complex types of data for the entire vehicle, and the time and labor costs to achieve the same function are much higher than those of pure electric models.

 

Secondly, from the perspective of market competition, the new energy vehicle market is surrounded by strong enemies, and the competition is very fierce.

 

In addition to BYD Tesla such a strong opponent, new car forces continue to emerge, and domestic traditional car companies have also pushed their new energy sub-brands to the front.

 

What is obvious is that the traditional car game of the past is no longer working.

 

The automobile industry is undergoing major changes unseen in a century, and the appeal and influence of automobile brands have also entered a period of reshaping.

 

The reputation and technology accumulation accumulated by BBA in the past may not continue to work in the era of electrification and intelligence.

 

Under the industry reshuffle, it is really difficult to say whether Mercedes-Benz will become Motorola, Nokia, Sony Ericsson in the era of smart cars.

 

What do you think?