White Paper by (Spain) - English
The sustainable reinvention of a classic
After more than 40 years on the market and 400,000 vehicles produced, there is no model that better embodies the soul of an SUV than the iconic Mercedes G-Class. Not only for its characteristic robust and muscular structure, or its versatility of use but also for its resilience in a sector that regularly attracts the attention of each new generation of drivers with new products. The predecessor of the SUVs is considered “stronger than time” and, according to its renowned list of followers— who do not care about age, but about excellence—it seems to be true. In the age of targets and niches, the G-Class has managed to get such opposing figures as Arnold Schwarzenegger, Pope Benedict XVI, and Kim Kardashian to make it their car of choice.
But reinvention is an essential quality for any legend, and Mercedes-Benz is ready to bring its most iconic model into the electric era. The recently presented Concept EQG assumes the classic aesthetic canon of this series, including its most emblematic elements, but combining them with the advantages of electric propulsion and a technological leap that pushes it into the future of mobility. Although we will still have to wait between two and three years to see the EQG reign in dealerships, this is a new and decisive step by the world’s leading luxury car company in its commitment to zero emissions. A few hours before our interview with its head of communications in Spain, the German multinational signed an agreement at the Glasgow climate summit to end combustion cars from 2035. “Luxury today is also sustainability,” evokes Gonzalo Medem, convinced that with advances as suggestive as the EQG, embracing the future will be a little easier for its customers.
The G-Class has been one of your most unmistakable and iconic models for decades. What does the appearance of the Concept EQG mean for the company now?
The Concept EQG represents the capacity for change, transformation, and adaptability of our brand. It is a brave and pioneering bet for an iconic model. It means that we adapt to change, but also that we maintain our essence.
In terms of sales and reception, have you already noticed a growing interest from your customers in the electric vehicle line?
There is still a lot to do and a lot of awareness to raise. Mercedes-Benz is the leader in Spain in the electrified vehicle segment, which combines PHEVs (plug-in hybrid electric vehicles) and fully electric vehicles. Although sales are on the rise, they still need to increase.
You are committed to putting an end to the combustion car by 2035. What is your assessment of this step endorsed at COP26?
The transition to electric vehicles is accelerating, especially in the luxury segment in which Mercedes-Benz competes. The tipping point is getting closer and closer and we have to be pioneers and lead this change. Being a leader means being committed.
What are the biggest challenges in moving towards this sustainable future?
In my opinion, there are three fundamental challenges. The first one is technological: changes in production, factories, adaptation of processes, resources, suppliers, materials, batteries, etc. Then there is the challenge of the markets: that they are ready, that there are regulatory standards, charging infrastructures, power supply or the price of energy. Finally, there is the challenge of the customer’s mindset, i.e. that the user’s mentality be prepared for this change.
How do you imagine your customers in 20 years’ time, and do you think sustainability will be one of their requirements when choosing a vehicle?
Of course, luxury today is also sustainability. Sustainable companies invest more and therefore must be, for the time being, more expensive. Mercedes-Benz is a luxury company, our goal is to make the most desirable cars and to meet and exceed the expectations of a customer who expects the best from our brand. This customer will be even more demanding in 20 years’ time: more informed, digitized, engaged, and empowered to choose. Our brand will remain true to our essence.