Mercedes EQS set for world premiere today; flagship EV to usher in a new dawn

Mercedes-Benz has long billed the S-Class as the pinnacle of luxury and performance for the combustion age. It’s now intent to do the same with an all-electric sibling.

By: Bloomberg
| Updated on: 15 Apr 2021, 12:03 PM
Follow us on:
Follow us on:
Mercedes-Benz Vision EQS: It will be the first Mercedes built on dedicated electric-car underpinnings.
Mercedes-Benz Vision EQS: It will be the first Mercedes built on dedicated electric-car underpinnings.

The EQS sedan the German manufacturer will unveil Thursday boasts a market-leading driving range and luxurious interior rarely found in battery-powered cars. It’s meant to usher in a new era for Daimler AG’s main brand, which spent decades designing high-powered combustion rides chauffeuring around captains of industry and heads of state.

Also Read - World premiere of Mercedes EQS today: All you need to know

Attempts by BMW’s 7 Series and Audi’s A8 to win over more of those deep-pocketed customers yielded only modest results over the years. But Tesla Inc.’s Model S outselling the S-Class in markets including the U.S. proved that the electric shift wouldn’t spare the upper echelons of the automotive world.

Also check these Cars

Find more Cars
Mercedes-benz Eqs (HT Auto photo)
₹1.55 Cr**Ex-showroom price
Add to compare
Check latest offers
Explore your Vehicle
Tata Sierra Ev (HT Auto photo)
UPCOMING
₹25 - 30 Lakhs* *Expected Price
View Details
Mg 4 Ev (HT Auto photo)
UPCOMING
₹30 - 32 Lakhs* *Expected Price
View Details
Tata Punch Ev (HT Auto photo)
UPCOMING
₹12 - 14 Lakhs* *Expected Price
View Details
Maruti Suzuki Wagon R Ev (HT Auto photo)
UPCOMING
₹10 - 14 Lakhs* *Expected Price
View Details
Mg Comet Ev (HT Auto photo)
₹7.98 - 9.98 Lakhs**Ex-showroom price
Add to compare
Check latest offers

“Mercedes claims that the S-Class is the best car in the world, hence the EQS should be the best electric car in the world, and it will most likely be scrutinized with that expectation in mind," said Roman Mathyssek, a consultant at Arthur D. Little GmbH. The bar for the Mercedes EQS is “very high in every respect."

Criticized for taking too long to embrace EVs, Stuttgart-based Daimler is under pressure to prove it can retain its engineering prowess in the electric age, where expertise in battery technology and software is key.

Tesla is amping up the Model S with a fresh performance version and new rivals like Lucid Motors Inc. are plotting inroads into the lucrative segment that’s still largely dominated by Mercedes, BMW, Audi and Toyota Motor Corp.’s Lexus.

The EQS, which features an optional digital panel stretching across the entire dashboard, will be the first Mercedes built on a dedicated platform for battery-powered cars. It does away with the engineering compromises that earned the brand’s first EV, the EQC SUV, criticism from Tesla aficionados and Mercedes loyalists alike.

Initial feedback from analysts who drove a camouflaged prototype of the EQS has been positive:

  • “Mercedes has succeeded in distilling the essence of its brand DNA into a completely new from-the-ground up platform," Societe Generale analyst Stephen Reitman said in a note. “The EQS sets new benchmarks in comfort, handling, technology, material quality and we believe desirability for sedans in the EV space."
  • “This is the ultimate ‘where luxury meets EV’ limousine," Sanford C. Bernstein analyst Arndt Ellinghorst wrote. “Very impressive performance and amazing interior."
  • The EQS will likely “set the benchmark" in terms of technical features, design and quality, according to Deutsche Bank analyst Tim Rokossa. The vehicle could “improve the perception of the entire brand."

While the praise should come as a boon to Mercedes, it remains to be seen how well the EQS will sell and -- more importantly -- if it can win over more Tesla customers than it lures away from the highly profitable S-Class.

Volumes of the EQS “will depend heavily on the price point versus competition," UBS Group AG analysts led by Patrick Hummel said in a note, adding that they expect the electric model to cost more than a comparable S-Class. “While the vehicle is unlikely to challenge the performance of Tesla Model S, it will likely deliver a better luxury experience."

First Published Date: 15 Apr 2021, 12:02 PM IST
Recommended for you
View all
NEXT ARTICLE BEGINS
Shopping Bag Shop Now
55% OFF
SOFTSPUN Microfiber Cloth - 4 pcs - 40x40 cms - 340 GSM Grey- Thick Lint & Streak-Free Multipurpose Cloths - Automotive Microfibre Towels for Car Bike Cleaning Polishing Washing & Detailing…
Rs. 269 Rs. 604
21% OFF
Involve Your Senses One Musk Organic Car Perfume, Involve Your Senses Strong Fiber Air Freshener to Freshen'up Your Car - IONE01-40 g,Car Accessories interior car perfumes and fresheners
Rs. 315 Rs. 399
73% OFF
pTron Bullet Pro 36W PD Quick Charger, 3 Port Fast Car Charger Adapter - Compatible with All Smartphones & Tablets (Black)
Rs. 349 Rs. 1,299
9% OFF
ShineXPro Microfiber Car Cleaning Cloth - OG Soft 500 GSM Extra Large (35x75 CM) Microfiber Cloth for Car and Bike - Suede Edging for Scratchless Drying and Detailing (Pack of 2)
Rs. 498 Rs. 549

Please provide your details to get Personalized Offers on

Choose city
+91 | Choose city
Choose city
Choose city
By clicking "View Offers" you Agree to our Terms and Privacy Policy

Dear Name

Please verify your mobile number.

+91 | Choose city