German automaker Mercedes-Benz is taking bold steps to reclaim its position in the U.S. luxury market, which has been gradually slipping due to the rise of electric vehicle (EV) manufacturer Tesla. The company has announced plans to establish its own charging network, intensify its electrified fleet, and integrate Level 3 autonomous driving technology into its vehicles.
According to Dimitris Psillakis, president and CEO of Mercedes-Benz North America, the company’s ultimate objective is to become the “most desirable electric vehicle luxury brand.” In order to achieve this goal, Mercedes-Benz is executing an aggressive strategy towards EVs. Last year, the company unveiled its first electric vehicle, the futuristic EQS sedan, followed swiftly by four additional models, including three electric SUVs. The EQS SUV and EQE SUV are being manufactured at Mercedes’ Tuscaloosa, Alabama, plant, while the newly established factory in Bibb County supplies the lithium-ion batteries. Mercedes-Benz aims to transition to a fully electric vehicle lineup by 2030.
Psillakis emphasized the importance of striking a balance between high-quality products, innovative design, and excellent customer service to position Mercedes-Benz as the leader in the luxury EV segment. He clarified that the company does not view Tesla as a direct luxury competitor, but rather as a disruptive force in the automotive industry, particularly in the realm of electric vehicles.
To emulate Tesla’s success, Mercedes-Benz is now focusing on expanding its charging infrastructure. The automaker plans to build out its own charging network, similar to Tesla’s Supercharger network, to provide convenient and reliable charging solutions for its EV customers. By offering a robust charging infrastructure, Mercedes aims to alleviate range anxiety and enhance the overall ownership experience for its electric vehicle owners.
The integration of Level 3 autonomous driving technology is another key aspect of Mercedes-Benz’s strategy. The company aims to enhance its vehicles’ autonomous capabilities to provide a seamless and safe driving experience. Level 3 automation allows for limited hands-off driving, enabling the vehicle to perform certain driving tasks independently under specific conditions.
As Mercedes-Benz doubles down on electrification and adopts cutting-edge technologies, it is clear that the company is determined to reclaim its prominence in the luxury market. By building its charging network, expanding its electric vehicle lineup, and embracing autonomous driving technology, Mercedes-Benz aims to solidify its position as the leading luxury brand in the rapidly evolving electric vehicle segment.