Christoph Starzynski, Vice President of Car Engineering at Mercedes-Benz, affirmed the company's responsiveness to customer input, stating, “We have had that comment, and we are taking this comment seriously.” He pointed to the Concept CLA as a preview of the brand's evolving design ethos, indicating a departure from the ultra-smooth aesthetic towards more conventionally proportioned yet aerodynamically efficient models.
Starzynski emphasized the significance of the Concept CLA in shaping Mercedes-Benz's future design language for EVs. Notably, the model introduces a departure from the “EQ” branding convention, signaling a strategic shift in the company's naming strategy.
The impending launch of the all-electric G-Class will mark the first deviation from the EQ nomenclature, according to Starzynski, underscoring Mercedes-Benz's commitment to streamlining its electric vehicle branding approach.
Despite encountering challenges in markets like China, where demand for luxury EVs has been subdued, Mercedes-Benz remains upbeat about the performance of its EQ brand. Starzynski expressed satisfaction with the brand's reception in Europe and the United States, highlighting the successful re-engagement of customers through the allure of electric Mercedes-Benz vehicles.
While acknowledging the cautious sentiment among Germans, Starzynski conveyed optimism regarding the EQ brand's performance, describing it as “actually pretty optimistic” in most markets. Mercedes-Benz's proactive efforts to refine its electric vehicle offerings underscore its dedication to meeting evolving consumer preferences and consolidating its position in the competitive electric vehicle market.