The wave of electrification is menacing, and the new power brands that continue to attack the city continue to rise, and many of them have the emergence of flagship executive cars in the true sense. As veteran players in the luxury car market, Mercedes-Benz and BMW have also followed the trend of the times and launched their own new energy flagships, namely Mercedes-Benz EQS and BMW i7, both of which adopt a similar naming form to the family flagship models of the past, which also establishes their transcendent position in the market.
Mercedes-Benz and BMW hope that their flagship models are as strong as the past fuel era, but unfortunately the ideal is very plump, the reality is very skinny, the two cars were quickly marginalized after the launch, and now they can only rely on price reductions to maintain the situation, and even in some areas the maximum price reduction has approached 5% off.
According to relevant monitoring data, Mercedes-Benz EQS and BMW i7, two high-end players in the new energy market, have put down their bodies and are running all the way on the road of price reduction. Let's take a look at the BMW i7 first, the official guide price of this model starts at 949,000 yuan, and the current price reduction of the whole series is basically more than 200,000 yuan. In Zhenjiang, Jiangsu, the market price of the car starts at 570,000 yuan, and the price reduction amount reaches 379,000 yuan, a decrease of nearly 40%. The performance of the Mercedes-Benz EQS is even better, the official guide price of the model is 881,000 yuan, and currently in Zhengzhou, Henan Province, the market price of the car has dropped to 478,000 yuan, a price reduction of an astonishing 403,000 yuan, a decrease of more than 45%. Rounding it off, both models have basically opened a half-price fire sale mode.
However, if the price is reduced, will it be able to sell? The answer, of course, is no. According to the sales statistics we have queried, in January ~ July this year, Mercedes-Benz EQS and BMW i7 were 524 and 647 units respectively, with an average monthly sales of less than 100 units. This also reflects the fact that the protracted price reduction of Mercedes-Benz EQS and BMW i7 is not to bring down each other, but a typical inventory clearance behavior.
Why can't luxury electric models like the Mercedes-Benz EQS and BMW i7 be bought? I think the most important issue is the sense of worth.
Let's talk about Mercedes-Benz EQS first, in terms of product strategy, this model is a rather embarrassing existence, Mercedes-Benz originally wanted to build it into a pure electric pioneer, leading the future trend, but did not want to show a big eye. Loyal fans dislike the car without Mercedes-Benz flavor, and new customers dislike the car for being too expensive.
Is the Mercedes-Benz EQS product weak? Equipped with a 111.8-degree large-capacity battery pack, the CLTC pure electric range is up to 849 kilometers, the wheelbase is over 3.2 meters, and the fastest acceleration time of 100 kilometers is 4.4 seconds... Such strength is indeed okay. But the problem is that the above parameters and performance can now be found on 200,000-level pure electric models, and in terms of intelligence, Mercedes-Benz EQS has no advantage, so why should consumers choose you? As a comparison, the number of Mercedes-Benz S-Class in January ~ July was 10,607 units, which is about 20 times that of Mercedes-Benz EQS. Consumers would rather spend millions of dollars to buy the fuel version of the S-class than choose the half-price sale of the electric S-class, because now, the fuel version of the S-class is still a symbol of status and status, and if you buy the electric S-class, then most people will definitely think that you are a big wrong.
The BMW i7 has the same problem, and the situation is more serious for this car. This model is more arrogant in terms of pricing, directly higher than the Mercedes-Benz EQS. In terms of key parameters, the model only has a CLTC pure electric range of 650 kilometers, the ability to break 100 in 4.7 seconds, and only an ordinary dual screen is given in the car. What's even more speechless is that the BMW i7 is also a "gas-to-electric" model, the car was born on the CLAR platform, although the platform was designed with fuel, plug-in and pure electric models in mind, but in terms of pedigree, it is far less than the Mercedes-Benz EQS that was born from the pure electric platform. It can be said that the product power of the car is extremely incompatible with its high price.
Uncle Che concluded
To sum up, Mercedes-Benz EQS and BMW i7 join hands to dive is a helpless move, but also inevitable. The failure of these two models largely reflects the fact that Mercedes-Benz and BMW, the two luxury giants, made a major mistake in their judgment and prediction of the new energy market, and now the two car companies should pay a heavy price for this. Anyone with a discerning eye can see that Mercedes-Benz and BMW are not as dominant in the domestic market as before, and the most direct response to this phenomenon is the decline in sales.
The gameplay of the new energy era is very different from the era of fuel vehicles, and the speed of product iteration is accelerating, and Mercedes-Benz and BMW have lagged behind in their responses to this, and they have long been unable to keep up with the mainstream echelon. More importantly, the current domestic consumers, especially the younger generation, have undergone earth-shaking changes in their perception of automotive products, and we no longer blindly pursue brands, but pay attention to the value that products can bring, such as a sense of technology, intelligence and personalization. For Mercedes-Benz and BMW, increasing R&D investment and enhancing product competitiveness are the focus of the next development.