In an article by Teslarati, it was noted that Mercedes-Benz is doing what many traditional dealerships do in selling EVs – pushing ICE (internal combustion engine) alternatives to customers who don’t want them. Customers wishing to purchase a Mercedes-Benz EQA, which is the company’s new crossover, are finding that, after setting up their EQA with their preferred options, Mercedes-Benz shows customers a chart that is provided in the tweet below:
Mercedes Benz meint es ernst?
Ich konfiguriere mir einen #EQA und am Ende kommt e Vergleich der Konfig mit Hybriden und Verbrennern… .WTF ????
Das interessiert mich nicht. Schon schlimm genug wenn die Händler einem die EAutos ausreden, jetzt sogar die Website? pic.twitter.com/HpHv9KNQYj
– 46🔋janusPrime🔋80 #Semper_i ↯ (@janusPrime) February 5, 2021
At first glance, it looks like a typical car comparison chart, but why would that chart be on the configuration page for a product a customer is trying to buy? When you look more closely at the chart, you can see a message that informs customers that their EQA order is “unique and can take up to 12 weeks to build”. Now, the voice in my head is saying, “Okaaaay, then?”
Basically, they are saying: This will take a few months (at least). Are you sure you don’t want a fossil-powered Mercedes?
Mercedes-Benz is directing customers from the EQA configuration page to several alternatives “similar new vehicles that are already available” – none of which are EVs. Teslarati noted that several EV advocates who tried to order the Mercedes-Benz EQA were targeted for hybrid alternatives as well.
In my opinion, this shows that Mercedes-Benz does not take the sale of its EVs seriously. I make jewelry and if I had someone wanting a jewelry made with 24K gold and they were willing to pay the price and wait for the time it would take me to order the materials, make the piece and send it, I would do it. I wouldn’t say, “You know what? It will take me about 2–3 weeks to make your pendant and 24K gold is quite expensive. How about you just buy this piece of copper because it has a similar stone? “
This is completely meaningless. No, the art of knowing your customer is knowing what they want and their budget. If they ask for something personalized, you know they are willing to wait.
People have many reasons to order a new car and choose to wait for it. After all, they wait in long lines for iPhones and Playstations. People know what they want. If I, a wired artist, can understand this, then certainly Mercedes-Benz can too. And I’m sure you do – you just prefer to sell your ICE vehicles.
Could rebranding play a role in this?
Last month, CNBC reported that Daimler’s Mercedes-Benz tripled its EV sales. Daimler CEO Ola Källenius said CNBC that was doubling in electrification. “In addition to the things we know well – to build, frankly, the most desired cars in the world – there are two technological trends that we are doubling: electrification and digitization,” said Källenius.
Just this week, it was announced that Daimler would become Mercedes-Benz and split its truck units from its cars. It will be renamed Mercedes-Benz. The two divisions “are different businesses with specific customer groups, technology paths and capital needs,” said Källenius in a statement. “We believe that they will be able to operate more effectively as independent entities, equipped with strong liquidity and free from the constraints of a conglomerate structure.”
While this has nothing to do with EVs, perhaps the company is pushing ICE for its customers to drive sales of vehicles already built, instead of having to use the money to finance the manufacture of its EVs. Perhaps the company does not see EVs selling well for it and believes it has a better chance of selling something that can already be sold.
Top image: Mercedes-EQ, EQA 250, edition 1, digitalweiss. EQA 250 (Stromverbrauch kombiniert: 15.7 kWh / 100 km; CO2-Emissionen kombiniert: 0 g / km) // Mercedes-EQ, EQA 250, Edition 1, digital white. EQA 250 (combined energy consumption: 15.7 kWh / 100 km, combined CO2 emissions: 0 g / km). Image courtesy of Mercedes-Benz.
Do you appreciate the originality of CleanTechnica? Consider becoming a CleanTechnica member, supporter or ambassador – or a Patreon patron.
Subscribe to our free daily newsletter to never miss a story.
Do you have a tip for CleanTechica, do you want to advertise or suggest a guest to our CleanTech Talk podcast? Contact us here.