In recent years, the domestic new energy vehicle market has been in full swing, and major car companies have also accelerated their deployment in this market, but judging from the current sales rankings, it seems that it has little to do with traditional luxury brands. Judging from the data of the Passenger Federation, BYD, SAIC-GM-Wuling and Tesla China occupied the top three sales in the first nine months.
Although the Mercedes-Benz brand has always occupied the leading position in sales in the luxury brand market, and also has many layouts in new energy products, it has launched Mercedes-Benz EQA, EQB, EQC and EQE in the domestic market. Sales are relatively bleak. Taking September data as an example, the sales of Mercedes-Benz EQA, EQB, and EQC are all around 200 units, while the sales of EQE, which is highly expected, are only 675 units. This makes Mercedes-Benz even more embarrassed.
In the case of continued sluggish sales, the quality of Mercedes-Benz pure electric models has also been questioned by many consumers, and even recalled many times. A few days ago, the latest announcement of the State Administration for Market Regulation showed that Beijing Benz Automotive Co., Ltd. filed a recall plan with the State Administration for Market Regulation to expand the recall of some EQA, EQB and EQC electric vehicles. This recall is an expanded recall of the “Beijing Benz Automobile Co., Ltd. recalls some EQC electric vehicles” released on February 18, 2022. Among them, 3,345 EQC electric vehicles and 8,078 EQA and EQB electric vehicles are involved, with a total of more than 11,000 vehicles.
According to the announcement, due to the manufacturing deviation of the electric drive module, the cooling system in the electric drive module of some vehicles within the scope of this recall may have insufficient sealing, resulting in coolant leakage. If the coolant slightly seeps into the motor, the insulation resistance value of the high-voltage system may be reduced after long-term use, resulting in the vehicle not starting. In addition, under extreme conditions, the output power of the electric drive module of the vehicle will be reduced, posing a safety hazard.
According to statistics, from January to September 2022, the cumulative sales of EQA, EQB, and EQC models will be 3,271, 3,918, and 3,057, respectively. The number of recalls has far exceeded the cumulative sales of these three models in the first nine months.
Perhaps it is because of the poor performance of Mercedes-Benz in terms of quality, which directly affects its reputation, and also makes Mercedes-Benz continue to be marginalized in the pure electric vehicle market. There has even been an incident where Tesla sales mocked the owner of the Mercedes-Benz EQC. The owner of the Mercedes-Benz EQC posted the incident on the Internet, not only did not get the support of netizens, but encountered more ridicule. This incident has once again proved the embarrassing situation of Mercedes-Benz pure electric models in the current market.
Although the Mercedes-Benz brand has achieved industry-leading in the field of traditional fuel vehicles, it can be said that the shortcomings in the field of pure electric vehicles are quite obvious. EQA, EQB, and EQC currently on sale are all products of “oil-to-electricity”, and although this “oil-to-electricity” technology can quickly launch new cars, this technology has obvious drawbacks, especially in space, control In terms of performance, cruising range, etc., there is a big gap with the models built on the pure electric platform.
Therefore, as consumers purchase cars more and more rationally, the Mercedes-Benz brand cannot provide the quality and performance that the brand should have in the pure electric field, so consumers will obviously not spend hundreds of thousands or even hundreds of thousands more to buy such a car. Benz models. However, once Mercedes-Benz’s bad reputation in the pure electric vehicle market is deeply rooted in the hearts of the people, it will be even more difficult to reverse this situation in the future.
(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source for reprinting: Wenwu Lane, the author of this article: Xia Mu)