Mercedes is bringing its EQ brand to the U.S. next year with a new-found focus on profit margins instead of overall sales volume. According to Daimler CEO Ola Kallenius, this will result in the company no longer kicking off its EV offensive in America with the EQC crossover, but rather the flagship EQS.
The latter will supposedly benefit from the influence of the S-Class sedan, which has always brought in some of the brand’s most loyal customers.
“We will start and lead with the EQS, that’s our strategy for the U.S.,” said Kallenius during a recent media roundtable. “We said that for positioning the EQ brand in the U.S., start from the top and then go from there.”
Related: Mercedes Confirms Electric EQE Sedan, EQE SUV, And EQS SUV Among Other EVs
The Mercedes EQS will arrive in America next summer, boasting a range of more than 430 miles (692 km) on a single charge, based on the WLTP test cycle.
“Instead of shooting for high volume, starting with the niche models provides higher transaction prices and helps them pay off the investment for all of the electrification coming in the next few years,” said Sam Fiorani, VP at AutoForecast Solutions. “When the performance benefits of high-end models such as the EQS become apparent, buyers who can’t afford the EQS will be lined up for less expensive vehicles such as the EQC.”
“Cadillac has acknowledged that 300 miles is table stakes and 400 is more desirable while brands like Tesla and Lucid are approaching 500 miles,” he added.
As for when the EQC might be coming over, it could be as late as 2022, as reported by Autonews Europe.
“We kind of launched the EQC in volume into the COVID lockdown, which was perhaps not ideal,” argued the Daimler CEO.
While sales are expected to pick up going forward, the EQC’s rather limited driving range could make it a tough sell in the U.S. – roughly 290 miles (467 km) on a full charge. You can read our in-depth review of the Mercedes EQC here.
