by Mercedes’ New Strategy for Electric Cars
Mercedes-Benz is changing its approach to the design of its electric models. Previously, the brand believed that electric cars should look different from internal combustion engine vehicles to attract early technology adopters. However, the strategy is now changing: future electric models, such as the C-Class, will be almost identical in appearance to conventional cars.
Evolution of Electric Model Design
In the early stages of electric car development, buyers wanted their vehicles to look unique and stand out from traditional ones. This led to the creation of models like the EQS, EQC, and EQE, which had a radically different design compared to their fuel-powered counterparts, such as the GLC or E-Class.
Early adopters wanted to be different. They wanted to show they were driving an electric car, and now we are entering a period of mass adoption, and customers don’t want to demonstrate that they are driving an electric vehicle. They want the same shape, regardless of the type of drivetrain.
Criticism of Previous Design
Chief Designer Gorden Wagener defended the so-called “jelly” or “egg-shaped” style as intentional and progressive. However, he also acknowledged that the car “was introduced ten years too early,” and the marketing approach did not contribute to its success.
Transition to the Mass Market
Now that early adopters have already switched to electric cars, Mercedes is focusing on mass-market buyers who prefer models that don’t stand out from the crowd. For example, the all-electric GLC, which replaces the slow-selling EQC, looks very similar to its internal combustion engine version.
Separate Platforms for Different Drivetrain Types
Despite the identical external appearance, Mercedes-Benz continues to use separate platforms for electric and conventional models. The company believes that attempting to combine different drivetrain types on a single platform leads to compromises, such as reduced battery space and decreased range.
In the future, the upper body will be the same. The MB.UX system will also be the same, but the platform is different. Why are we doing this? Ultimately, you make compromises when you try to fit different drivetrain types into one platform.
Future Models and Technologies
The future electric version of the C-Class, which will be built on the MB.EA platform, will feature 800-volt technology and a 94 kWh battery. This model is expected to be introduced in 2026 as Mercedes’ response to the new BMW i3.
Mercedes’ change in design strategy reflects a broader trend in the automotive industry, where electric cars are gradually becoming an integral part of the mainstream market, rather than a niche product for a limited audience. This could also help lower barriers for buyers who were previously hesitant due to the unusual appearance of electric models. However, the use of separate platforms remains an important aspect, as it avoids technical compromises and ensures optimal performance for each type of drivetrain.
