Marko Hanželic
It is in the desire for the greatest possible efficiency and reach Mercedes gave its first modern electric vehicles a very distinctive, albeit slightly impersonal form. However, the polished look wasn't well received, so the automaker now says it wants to add a bit more style to its electric vehicles.
For example, EQS has drag coefficient 0,20, making it one of the most aerodynamic cars on the road. Unfortunately, however, reports suggest that its design doesn't appeal too much to Mercedes' core customers, leaving it in a quandary. According to the words Christoph Starzynski, vice president of automotive engineering at Mercedes, the brand will put more effort into making its vehicles more aesthetically pleasing.
"We received this comment and are taking it seriously," Starzynski told the Top Gear. "Looking at the [design] language in the Concept CLA model and maybe looking a little further into the future, I think we can definitely see that there will be an adjustment in that area."
Concept CLA it's still pretty polished, but its proportions are a bit more traditional, with a long flat bonnet, as opposed to the EQS's short, rounded front end. That said, it's still quite aerodynamic, and Mercedes promises it will pass the WLTP test cycle over 466 miles (750 km).
Starzynski said the CLA Concept hints at what to expect from the future design of Mercedes' EQ program. This is also a sign that there is more to come regarding names. Unlike models EQE, EQS and EQC this model avoids the label “EQ”.
This is part of the manufacturer's future car naming strategy. Starzynski he said Mercedes' plan to go all-electric doesn't want it otherwise abandon EQ brands, but adding two letters to the beginning of each model will one day be unnecessary.
And that day may come sooner than you expect. The CEO revealed that it will all-electric class G the first to ditch the EQ moniker when it premieres in the first quarter of this year.
Despite the adjustments, it is Starzynski said that Mercedes is quite satisfied with the EQ brand. While it has struggled in China, where demand for luxury electric vehicles is weaker than it had hoped, the brand is doing well elsewhere.
"We are also quite pleased in Europe as we see the number of BEVs [battery electric vehicles] increasing in general," he said Starzynski. Meanwhile, they are in the US “on the electric vehicle side, the early adopters who are se basically decided on another brand because they didn't have an electric Mercedes in this segment. We attracted many customers back to our brand. This is a very positive sign.”
Although he admits that the Germans "they are not the most optimistic people", is the performance of the EQ brand marked as in most markets "quite optimistic actually".
