In an article by Teslarati, it was noted that Mercedes-Benz does what many traditional dealers do when it comes to selling motor vehicles – which pushes out ICE (internal combustion engine) alternatives to customers who do not want them. Customers who want to buy a Mercedes-Benz EQA, the company’s new crossover, find that after configuring their EQA with their preferred configuration, Mercedes-Benz shows customers an image given in the tweet below:
Does Mercedes Benz mean it seriously?
I configure one #EQA and in the end comes a comparison of the config with hybrids and burners… .WTF ????
It was interesting. Already bad enough when the dealers drive out the cars, now even the website? pic.twitter.com/HpHv9KNQYj
– 46🔋janusPrime🔋80 #Semper_i ↯ (@janusPrime) 5 February 2021
At first glance, this may seem like a typical car comparison chart, but why would such a graph appear on the configuration page of a product a customer is trying to buy? If you take a closer look at the chart, you may see a message informing customers that their EQA order is ‘unique and may take up to 12 weeks to build’. The voice in my head says, “Okaaaay, soo?”
In fact, they say: It will take (at least) a few months. Surely you do not want a Mercedes fossil-powered car?
Mercedes-Benz guides customers from the EQA configuration page to a number of alternative “similar new vehicles already available”, none of which are EVs. Teslarati noted that several EV attorneys who tried to order the Mercedes-Benz EQA were also targeting hybrid alternatives.
In my opinion, this shows that Mercedes-Benz is not serious about selling its cars. I make jewelry and if I want someone who wants to make a piece of jewelry made with 24K gold and they are willing to pay the price and wait how long does it take before I order the material, make the piece and send it, would I do it. I would not say, ‘You know what? It will take about 2-3 weeks before I 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 pointless. No, the art of knowing your client is to know what he wants and to know their budget. If they ask for something tailor-made, you know they are willing to wait.
People have many reasons to order a new car and to wait for it. After all, they are waiting in long lines for iPhones and Playstations. People know what they want. If I, a wire artist, can understand that, so can Mercedes-Benz. And I’m sure it does – it’s rather selling its ICE vehicles.
Can renaming play a role in this?
Last month, CNBC reports that Daimler’s Mercedes-Benz has tripled its EV sales. Ola Källenius, CEO of Daimler, said CNBC that it doubles electrification. “In addition to the things we know well – to honestly build the world’s most popular cars – there are two technological trends that we are doubling down on: electrification and digitization,” Källenius said.
Just this week, it was announced that Daimler would become Mercedes-Benz and split its truck units from its cars. It will rename itself Mercedes-Benz. The two divisions “are different businesses with specific customer groups, technology paths and capital needs,” Källenius said in a statement. “We believe they will be able to function effectively as independent entities, equipped with strong net liquidity and free from the constraints of a conglomerate structure.”
Although it has nothing to do with motor vehicles, the company ICE may be pushing its customers to generate sales of already manufactured vehicles instead of actually using the money to finance the manufacture of its motor vehicles. Maybe the company doesn’t really see EVs selling well for it, and believes it has a better chance of selling something that is already salable.
Top image: Mercedes-EQ, EQA 250, edition 1, digital white. EQA 250 (Power consumption combined: 15.7 kWh / 100 km; CO2 emissions combined: 0 g / km) // Mercedes-EQ, EQA 250, Edition 1, digital white. EQA 250 (combined power consumption: 15.7 kWh / 100 km, combined CO2 emissions: 0 g / km). Image courtesy of Mercedes-Benz.
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