Opinion / Mercedes is bringing sexy back with its electric EQS, the first of a more sustainable range to rival Tesla’s Model S and the Porsche Taycan
This article is part of Style’s Luxury Column.
A little more than two years ago, I visited the Mercedes-Benz stands at two of the world’s most important car shows: Geneva and Seoul. In Geneva, I recall a stand dedicated to electro mobility, including a bar with wireless charging stations. The message: Mercedes goes electric. The catch: none of the cars shown were fully electric, or if they were, they were not for sale. Instead, as Swiss law demands, the petrol-driven cars on the stand had to be classified according to their fuel consumption and emissions.
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I remember how shocked I was walking from car to car, all styled beautifully and all with the ultimate petrol engines money could buy – but all showing the worst rating for environmental impact too. I remember the disappointment I felt that the world’s once most innovative car brand became seemingly complacent and out of touch with the reality of the demand for greater sustainability from affluent consumers.
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I have had the pleasure to be driven many times in Maybachs, S-Classes and G-Wagons. All wonderfully comfortable, but we live in a time where environmental aspects are a critical part of the luxury experience.
While Tesla’s Plaid version of the Model S still outperforms the EQS by far, the Mercedes has other qualities. It has an interior that reinterprets the legendary quality and comfort of Mercedes in a futuristic way. And in an area where I felt over the last years that Mercedes was falling behind – the dashboard screens and the overall user experience – the new hyperscreen is a game changer.
While it may not offer arcade games or Netflix like Tesla’s flagship sedan, it immerses driver and passengers in a different level of experience. Driving a Tesla Model S myself, I felt for the first time that Tesla’s user interfaces seem dated compared to the EQS. The hunter is finally being hunted.
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I am excited about Mercedes’ new sexy. Luxury is about creating the ultimate excitement and desire. It is about providing people experiences they cannot get otherwise. And it’s paying attention to every detail. Like all four doors that can be opened and closed with a fingertip from the driver’s seat.
The EQS shows that legacy luxury car brands don’t only have a future, they actually can excite and take the lead if they get critical aspects right. My wish is that instead of playing it safe, Mercedes will play to win in electric luxury. This would mean more than simply electrifying the entire fleet in the coming years as the company announced recently.
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Instead, it would mean creating a “Mercedes” electric car experience in each of their cars, that sets the benchmark in its category. In my view, this will decide whether Mercedes will carry its past lead in luxury into the future to excite younger affluent audiences.
I was once a Mercedes driver. With rather lacklustre cars the brand lost me. With the EQS, Mercedes excited me for the first time in years. This is the excitement a luxury brand needs to create to stay relevant. Mercedes is bringing sexy back. And I can’t wait for more.
- Maybachs, S-Classes and G-Wagons are known for their comfort, but show Mercedes’ – and the car industry in general’s – former disregard for sustainability
- Tesla’s Plaid version of the Model S still outperforms the EQS, offering Netflix and video games, but the Mercedes’ boasts state-of-the-art infotainment