Mercedes-Benz is seeing signs of a turnaround in its electric-vehicle strategy after its first EQ models faced heavy criticism and weak sales. The company’s latest EV lineup is receiving a more positive response, with CEO Ola Källenius highlighting the recently launched AMG CLA 45 as an example of how electric power can deliver a familiar performance experience.
Mercedes’ EV Strategy Begins to Turn Around
Mercedes-Benz’s initial EQ electric models, including the EQS and EQE, were met with significant criticism. The company’s early mass-market EVs also struggled to attract buyers, making the strategy a costly setback for the automaker.
Mercedes has since regrouped and is now seeing more encouraging results from its latest electric vehicles, both in critical reception and sales. The CLA won European Car of the Year, while the GLB and GLC have received positive first impressions. The company is also preparing for the first-ever electric C-Class.
Ola Källenius Praises the AMG CLA 45
Mercedes-Benz CEO Ola Källenius recently spoke with British automotive magazine Autocar about the company’s newest EVs. While he acknowledged that winning over traditional combustion-engine enthusiasts would be difficult, he said Mercedes believes its products can eventually convince even the most committed fans of combustion power.
Källenius was particularly enthusiastic about the recently launched AMG CLA 45. Discussing his experience driving the model, he said, “When I first drove the CLA 45 with that system, I was like a born-again Christian. It was the best V8 I’d ever driven: it had all the feeling of a V8 but with more power and torque.”
The electric CLA 45 delivers 671 horsepower, substantially exceeding the 416 hp produced by the outgoing CLA 45. While the previous model’s manic 2.0-liter turbocharged engine was part of its appeal, the article notes that an electric powertrain was the route Mercedes chose for creating a mini GT 4-Door.
Mercedes Wants EVs to Feel Familiar
The comparison to a V8 is not meant to be taken literally. Instead, it illustrates Mercedes’ effort to ensure that switching to a new powertrain does not result in a completely unfamiliar driving or riding experience.
The company recognizes that some level of familiarity is important for its customers. Offering an entirely different experience could risk pushing loyal buyers away, even as Mercedes continues expanding its electric lineup.
Mercedes Moves Away From an All-Electric Deadline
Mercedes-Benz is also not forcing customers into EVs or abandoning combustion power in the near term. The company has already reconsidered its earlier approach after rushing into the EV market and adopting an “all-electric by 2030” target that was set by Källenius.
Mercedes has since made clear that its future strategy will follow a multi-pathway approach. The company says markets are not all the same, while a rigid deadline can contribute to mistakes by forcing development to move too quickly.
For Mercedes, the latest EVs represent a different approach from its initial EQ strategy, combining electric power with an effort to retain elements of the driving experience familiar to the brand’s traditional customers.
