AutoBeta(AutoBeta.net)05/28 Report--

On May 27th, Beijing Mercedes-Benz EQE SUV officially launched four models: 350 4MATIC Pioneer, 350 4MATIC Deluxe, 500 4MATIC Special Edition and 500 4MATIC, priced at 486000 yuan, 510000 yuan, 564600 yuan and 630600 yuan respectively. It is understood that Mercedes-Benz EQE SUV positioning in the large-scale pure electric SUV, but also Beijing Mercedes-Benz launched the fifth pure electric model, the new car based on Mercedes-Benz EVA pure electric platform to build.

In terms of appearance, EQE SUV adopts the same design style as EQE, the fully enclosed front grille and the headlights on both sides are integrated into an integrated shape, the headlamp shape adopts a special-shaped design, and adopts a more exaggerated front enclosure design, and the three-stage heat dissipation opening presents the visual effect of a sports vehicle. In fact, EQE SUV can be understood as the SUV version of EQE. The design and technology come down in a continuous line. EQE SUV basically pulls up the front of the EQE car, with a larger closed grille and a more powerful front enclosure.

The side of the body, the overall shape is not like the EQ series cars have obvious bow design, the roof line is very smooth, the body is also relatively round. In addition, pedals are added to the side of the body to show its SUV identity. The rear part of the car uses almost the same design as the Mercedes-Benz EQE, and the longitudinal array layout is adopted inside the main body of the taillights on both sides, which is highly recognizable after lighting. The shape surrounded by the rear of the new car also has a good sense of design, which shows a good sense of integrity when matched with the round body. In terms of size, the length, width and height of the EQE SUV body are 4880/2032/1679mm and the wheelbase is 3030mm.

In the interior part, EQE SUV uses an oversized triple screen design, with a multi-function steering wheel and multicolor atmosphere lights. Like EQE, its air conditioning outlet is also a "turbofan" shape. At the same time, the new car is also equipped with the latest MBUX Hyperscreen system. The AMG EQE SUV model uses more carbon fiber in the interior and is equipped with an AMG-style steering wheel.

Like EQE, EQE SUV is also developed by Mercedes-Benz EVA pure electric platform, equipped with 10 battery modules of NCM811 power battery, available in 350 +, 350 4MATIC and 500 4MATIC power versions. Among them, 350 + is a rear-drive single motor, the maximum power is 292 horsepower (215kW), the peak torque is 565 Nm, the maximum range of WLTP is 590 km / 350 4MATIC before the increase of motor, the total motor power remains unchanged, the peak torque increases to 765 N ·m, the maximum life of WLTP is 558km / 500 4MATIC, the maximum power is 408 hp (300kW), the peak torque is 858 N ·m, and the maximum life of WLTP is 547km.

As a medium and large pure electric SUV, the main competitors of the new car target models such as Tesla Model X (about 94-1 million yuan) and BMW IX (about 75-1 million yuan). Relatively rich vehicle categories and high energy efficiency are its competitive advantages. The domestic version of the model produced by Beijing Mercedes-Benz will further lower its price in the domestic market, which will also help improve the market competitiveness of the EQE SUV model. The starting price of the Beijing Mercedes-Benz EQE SUV model may be around 700000 yuan with reference to the price of the domestic version of the EQE model (the manufacturer's guidance price is 52.80-585000 yuan).

Mercedes-Benz, as a century-old brand born in the era of internal combustion engine, is a "leading big brother" in the fuel field, but in today's electric era, Mercedes-Benz is struggling to move forward, which is attributed to the mistake of its original strategy of "changing oil to electricity".

Since 2018, Mercedes-Benz has launched a pure electric family product named after the "EQ series", but compared with Mercedes-Benz fuel cars, it is not difficult to find that the seemingly independent EQ series model is actually the fuel-to-electric version of the GL series. Take the EQB, which sells well in the EQ series, for example, the corresponding GLB model is almost the same in body size, spatial wheelbase, chassis suspension or safety control, or even interior assembly.

Since the launch of Mercedes-Benz's first mass-produced pure electric model EQC in 2019, Mercedes-Benz electric cars have been lukewarm, and in the context of huge discounts in the end market. According to the data, the sales of Mercedes-Benz EQC, EQB and EQA in 2022 are 3172, 4065 and 3422 respectively. Such a performance is completely out of proportion to the R & D and marketing costs invested by Mercedes-Benz.

Mercedes-Benz's first product based on a true pure electric platform was the EQS, but the starting price of 1.0746 million yuan shows that the car is not a volume model. Volume depends on cheap cars, but Mercedes-Benz's all-electric platform for compact cars won't be completed until 2025, which means Mercedes-Benz won't be able to launch a car based on an all-electric platform for the next three years.

The opportunism of "changing oil to electricity" and "changing shell" can only show that Mercedes-Benz imagined new energy too simply, entered this new track with the "arrogant posture" of the fuel truck era, and misjudged its own brand Rank, so that it was caught in a dilemma until it had to give up the EQ brand.

On the whole, Mercedes-Benz lacks a lot of lessons in electric vehicles, and the differences between consumers in the new era and the changes in product evaluation standards have been raised countless times by the outside world. Mercedes-Benz's overconfidence in its own brand, in order to save R & D costs and shorten the development cycle, will undoubtedly put Chinese consumers in the position of "stupid people with a lot of money".

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