Mercedes-Benz Ponders Sub Brand To Compete With BMW's i Division

Ola Källenius believes Mercedes could consider creating an eco-focused sub-brand to rival the likes of BMW’s i division, but he thinks the company should first continue to focus on expanding its fleet of plug-in hybrid and zeroemissions models.

“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.
 

mpls - 5/18/2016 6:34:14 PM

+2 Boost

That is the loudest widest loud mouth grille by far of any auto maker

MDarringer - 5/18/2016 7:58:20 PM

0 Boost

MB should buy the Tesla name and then replace them with superior Mercedes derived products. That really is the only thing Elon Musk is up to (i.e. finding someone the buy the scam).

vdiv - 5/19/2016 8:29:23 AM

+2 Boost

In my not so humble view a sub-brand for electrification was a good idea 10 years ago, now it should be their main brand. There is no reason why their core models do not feature an electric drivetrain and some of them are slowly getting one.

dotuno - 5/19/2016 11:34:29 AM

+2 Boost

Would it not be better to channel such venture through the Smart marque? It already has the identity of "compact, efficient, urban, eco-friendly" etc.
Except, of course, the intention is to have this under the Mercedes name itself.

cidflekken - 5/19/2016 11:46:14 AM

+2 Boost

So, we'll have:
Mercedes-Benz
Mercedes-AMG
Mercedes-Maybach

And now we'll have:
Mercedes-e (?)
Mercedes-Strom (?)
Mercedes-S (for Strom or Sparsam) (?)