Mercedes-Benz says it plans to “take the lead in electric drive”, while also confirming “AMG, Maybach and G will go electric”.
Announcing its new business strategy – conceived to “enhance the Mercedes-Benz brand’s luxury status, raise the product portfolio’s positioning and mix, [and] pursue significant growth for sub-brands" – the Stuttgart-based firm confirmed its commitment to electrification “across all products and segments”.
The German company said its Affalterbach-based AMG performance division was “set for the next level with high-performance electrification, starting in 2021”, adding that “Maybach will pursue global opportunities, doubling in size and going electric”.
Mercedes furthermore announced four all-new electric vehicles based on its upcoming Electric Vehicle Architecture (EVA) platform. The EQS luxury sedan will be the first, hitting the market in 2021, with the EQE, the EQS-SUV and the EQE-SUV following.
“In addition, AMG, Maybach and G will go electric. From 2025, multiple further models will be added to the electric vehicles portfolio on the second all-new dedicated electric platform, the Mercedes-Benz Modular Architecture (MMA) designed for compact and medium-sized cars,” the firm said in a statement.
Ola Källenius, chairman of the board of management of Daimler AG and Mercedes-Benz, said the company had “not yet lived up” to its full potential.
“In recent years, we have done many things right: design, product engineering, brand rejuvenation, sales growth. As a result, we have put Mercedes back on top again. But we have not yet lived up to our full potential in terms of turning volume success into profit growth.
“That’s why we have refocused and are launching our new strategy. We intend to build the world’s most desirable cars. It’s about leveraging our strengths as a luxury brand to grow economic value and enhancing the mix and positioning of our product portfolio.
“We will unlock the full potential of our unique sub-brands – AMG, Maybach, G and EQ. Our strategy is designed to avoid non-core activities to focus on winning where it matters: dedicated electric vehicles and proprietary car software. We will take action on structural costs, target strong and sustained profitability,” Källenius said.