At a time when several automakers are launching electric vehicles in overseas markets but still hesitant to bring them to Indian shores, Mercedes-Benz has brought the EQC luxury electric SUV here in an attempt to attract and surprise potential buyers. . TO ₹99.30 lakh (ex showroom, first 50 units), it may only be for a group of niche customers, but Mercedes says she feels it is time to offer a product here.
Speaking to HT Auto, Santosh Iyer, Vice President of Sales and Marketing for Mercedes-Benz India, highlighted that the decision to launch EQC here was made after an extensive process of thought. “We have a clear zero-emission (vehicle) ambition by 2039. To fit in there, we say that 50% of all the cars we sell have to be electric by 2030. So we have to start somewhere and we have to do the market. mature. With a fantastic product like EQC, we feel like we can’t wait any longer, “he said. “We also think that it is our responsibility to raise awareness among customers and let them experience these products. There were many deliberations, many discussions, but we think India deserves these products.
But is the Indian market mature enough? Iyer feels that Mercedes has paved the way into uncharted territory and the electric vehicle space will be no different. “We came to India 245 years ago and at that time, the luxury market was not mature enough either. (But) we made the investments and we are reaping the benefits. When it comes to technology, it’s a chicken and egg story. You can’t wait for customers to start asking. As manufacturers, we are also responsible for giving them a taste of new technologies, “he explained.” When Indians go abroad, they drive those cars and they want to come back and own and drive them here. too”.
As for range-related anxieties, Mercedes says it is doing its part to ensure that while the EQC itself has a stated range of over 450 kilometers, a wall-mount charging unit is included in the price. of the EV, is also installed in the customer’s preferred location. . “We are also placing 100 charging points in our dealer networks. Additionally, the public charging infrastructure is part of the EQ ecosystem,” said Iyer.
When asked if the EQC has the potential to devour the GLS SUV’s target audience, Iyer said the products in the Mercedes garage cater to specific customer groups. “For starters, we think our current Mercedes customer base would like to switch to electric. People with multiple cars in their household would also consider an electric motor. Fortunately, we have a very broad portfolio and we don’t want to hold back endorsing this portfolio in the face of cannibalization risk. We feel there is a market for each of the segments, “he said, adding that GLE and GLS continue to enjoy strong demand. “There may be some cross buying, yes, but that’s okay. The customer should have the power to decide.”
The EQC has been launched in six cities in phase one: Delhi, Bengaluru, Mumbai, Pune, Hyderabad and Chennai. It will gradually be taken to other places, even if people in other cities can even reserve the car using the company’s online outlets. Will EQC’s potential success here make its rivals step up and take notice? “We welcome competition because we fight them all over the world. This is just the beginning in the Mercedes portfolio,” concluded Iyer.
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