How Mercedes-Benz became so prestigious and why it is challenged by a new era

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Mercedes-Benz can boast of having given the world the world’s first production car. He has long been an innovator, a relentless seeker of quality and engineering excellence.

Many consumers say that owning a Mercedes-Benz is a sign that they have finally made it in their life. It is considered one of the most ambitious brands among major automakers – even by luxury car buyers who prefer cars over competitors, according to research from survey firm AutoPacific.

But the automotive world is changing. Governments and a few consumers are pushing for electric vehicles, and companies are fighting to develop new forms of transportation, including cars that can drive themselves.

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Some of these new technologies, like electric powertrains, challenge traditional Mercedes-Benz strengths. After all, one of the things the three-pointed star was known for was its superior engine technology.

According to some industry watchers, Mercedes-Benz has been a bit slower than some to adapt to the challenge of electrification. Mercedes-Benz said in early 2021 that it plans to delay the introduction of its EQC electric sport utility vehicle in the United States for the foreseeable future, even though SUVs are the most popular light vehicle on the market today. American market. The company said it still plans to release its electric sedan.

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According to some analysts, the German luxury brand and its traditional peers such as BMW and Audi are also facing challenges in the growing and hugely important Chinese market from electric upstarts like Tesla and Chinese manufacturers such as Li Auto. Historically, the Big Three German brands controlled 60% of the luxury market in China, but that share is eroding as Tesla continues to open new stores in China, according to a report by Piper Sandler.

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Mercedes-Benz has the heritage, the prestige, the talent and a great deal of experience in its favor. But the auto industry is making big hinges.

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