Cars are getting more and more expensive? Yes, that is basically correct, but: Mercedes has apparently grossly misjudged China and has to drastically lower the prices for the expensive electric sedans from Stuttgart. With the Mercedes EQS, the discount is over 30,000 euros!
Just in time for the market launch of the major competitor BMW i7, Mercedes is pulling the string. The streamlined luxury electric cars are flat on their tires in the showrooms for the originally set price of around 144,000 euros. According to the “IT Times,” sales have recently fallen to about 100 units per month. It remains to be seen whether customers will now queue up to transfer 112,000 euros plus extras. Industry observers are pessimistic because Mercedes is no longer priced to differentiate itself from local competitors such as BYD, Li Auto, Nio or Xpeng.
Buyers who have already paid the full price will even be refunded the difference. You can’t afford to upset customers.
The EQE has also been a slow seller from the start (read: since the end of August), but Mercedes has not reduced the price so drastically: almost 7,000 euros are discounted or refunded, the price list now starts at around 65,000 euros.
In our price list, the Mercedes EQS with a small battery starts at over 100,000 euros, with a large battery it costs from 116,000 euros. The EQS 580, which is most comparable to the BMW i7, is at the level of the Bavarian luxury ship at 140,000 euros.
The other Stromer prices in China must also be adjusted. The margins of the battery-electric top models in China should nevertheless “remain at a healthy level”. What all this means for pricing in Europe is unknown.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
