Both Maybach and AMG will embrace electrification.
We've known that big change was underway at Mercedes-Benz for a few months. Back in July, news began filtering through that the fat would be cut from the manufacturer's bloated US lineup, with models like the C-Class Coupe and E-Class Coupe likely to be discontinued. Although these specific models weren't mentioned, a new Mercedes-Benz strategy has been shared at a virtual investor and analyst conference.
Among the goals will be to further improve the brand's luxury status, grow the sub-brands like AMG and Maybach, focus on profitable growth, and focus more intensely on electrification within its lineup. Among the sub-brands, AMG will introduce high-performance electrification next year with models like the S63e and S73e.
Mercedes wants to double the size of the Maybach brand, with these ultra-luxury models also introducing electric power. Within its fully electric vehicle portfolio, another four new EVs will be based on the brand's dedicated large-car Electric Vehicle Architecture (EVA). The EQS luxury sedan will be the first, set for a 2021 arrival, and following it will be the EQE, EQS-SUV, and the EQE-SUV. For smaller Mercedes EVs, the Mercedes-Benz Modular Architecture (MMA) will underpin new compact EVs from 2025.
The final sub-brand, the G, is also set to go electric. Mercedes says that demand for these models is currently outpacing supply. Staying with electrification, the brand announced its Vision EQXX technology program, with the goal of developing an EV with "spectacular efficiency and range."
Outside of specific models, Mercedes announced MB.OS, the brand's own proprietary operating system to be developed in-house. It's slated for a 2024 launch and will make more regular updates possible. A greater percentage of product resources and expertise will be dedicated to electric drive and associated technologies. In fact, Mercedes says that the combustion engine variants will decline by 70 percent by the year 2030.
Ola Kallenius, Chairman of the Board of Management of Daimler AG and Mercedes-Benz AG, commented on the brand's new strategy. "We intend to build the world's most desirable cars," he said. "We will unlock the full potential of our unique sub-brands - AMG, Maybach, G and EQ." He emphasized the brand's commitment to the "full electrification" of its portfolio.