It has become an indisputable fact that the penetration rate of new energy vehicles is getting higher and higher. In the face of the rise of the new energy vehicle market, Mercedes-Benz has also accelerated the pace of layout. It has launched Mercedes-Benz EQA, EQB, EQC and EQE in the new energy vehicle market. etc. several models.
However, the embarrassing thing is that despite the launch of new energy vehicles and the luxury endorsement of Mercedes-Benz, sales have never improved. Taking September sales as an example, the sales volume of Mercedes-Benz EQA was only 277 units, the sales volume of EQB was 213 units, and the sales volume of EQC was 235 units. At a time when new energy vehicles are selling more than 10,000 a month, Mercedes-Benz’s performance can be described as bleak.
It is worth noting that while sales are sluggish, Beijing Benz’s electric vehicles have been caught in a series of recall storms, which has put a question mark on whether it can guarantee product quality in the electrified era. A few days ago, Beijing Benz filed a recall plan with the State Administration for Market Regulation in accordance with the requirements of the Regulations on the Administration of the Recall of Defective Automobile Products and the Implementation Measures for the Regulations on the Administration of the Recall of Defective Automobiles.
According to the plan, Beijing Benz recalled EQC, EQA and EQB electric vehicles due to potential safety hazards caused by manufacturing deviations of electric drive modules, involving 3,345 EQC electric vehicles and a total of 8,078 EQA and EQB electric vehicles.
It is worth noting that this recall is also an expanded recall carried out by Beijing Benz after the recall activity of “Beijing Benz Automobile Co., Ltd. recalls some EQC electric vehicles” released on February 18, 2022. After the recall, Beijing Benz will provide the scope of the recall. The improved electric drive module assembly will be replaced free of charge for the vehicles inside to eliminate hidden troubles.
Obviously, for Beijing Benz, whose sales volume is not high and the launch time is not long, the impact of successive recalls is bad, and its brand reputation will inevitably have a certain impact. After all, Mercedes-Benz is a luxury brand, and consumers have high expectations for it. At the same time, several electric vehicles are the flagship models of Mercedes-Benz. The successive recalls due to quality problems will obviously affect the car owners’ experience of using the car, thus impacting its products and brand image.
Although it is said that the recall of car companies is responsible for consumers to a certain extent, but fundamentally speaking, it is the result of insufficient control of factory products. Nowadays, the trend of electrification has gradually become a trend. Even traditional manufacturers and luxury brands should strive for excellence when creating new energy products. If you just want to fool things, you will eventually be eliminated by the market.
(This article is originally produced by the new media editorial department of [Car World], the author of this article is Jinling, and the source must be indicated for reprinting)