Report: Mercedes-Benz Might Answer BMW With Eco-Focused Sub-Brand

A new report from Autocar says German automaker Mercedes-Benz is still mulling over an eco-focused sub-brand aimed squarely at nipping sales away from BMW’s still-maturing i brand.

In an interview with Autocar, Daimler board member and chief of Mercedes-Benz Cars Marketing and sales Ola Kallenius discusses the automaker’s future of electrification. “What we’re going to do in terms of the road to zero emissions is invest heavily in alternative drivelines and electrification,” he said. “That’s a very wide strategy, but it means that by the end of next year we will have 10 plug-in hybrid models, which, I think, is the widest portfolio of any luxury manufacturer.”

Currently Mercedes sells plug-in versions of the C-Class, GLE-Class, and S-Class, as the GLE550e, C350e, and S550e. Mercedes also sells the compact B250e in the U.S.

He goes on to discuss the potential for a sub-brand to square off against BMW’s i cars, including the i3, i8, and future models, like the i5 and i6. At this moment, Mercedes is still unsure of how to approach the branding of its rapidly expanding eco lineup. “We could choose for the purpose-made electric vehicles to create some sort of sub-brand but, right now, Mercedes is focused on investing tremendous resources into the path towards zero emissions. It’s something that will affect the whole portfolio.”

Look for more updates on Mercedes-Benz’ eco-friendly push in the near future.

Source: Autocar

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