SCALE AND BRANDING WILL HELP

Mercedes-benz’s vast electrification strategy is invention born out of necessity, as with similar programmes from other car firms. Increasingly tough legislation, such as a staggered EU clampdown on CO2 emissions, will force car makers to electrify an growing percentage of their fleet.

The challenge for car firms is that, in the short to medium term, the market for pure-electric cars will be limited by still-developing EV infrastructure and their relatively high price. So Mercedes can use its scale to its advantage, investing heavily in hybrid machines alongside its EV range.

The clever move is using the same EQ branding, with various suffixes, to unite all its electrified cars. Creating a direct link between EVS and hybrids will help prepare Mercedes buyers to make the switch to electric when the time is right.