Opinion / Why Mercedes-Benz EQXX could be the brand’s most important car in history: the futuristic electric vehicle (EV) concept aims to rival Elon Musk’s Tesla – but will it actually enter production?

Jan 7 , 2022

Mercedes has unveiled a new all-electric concept car, the EQXX. Photo: @mercedesbenz/Instagram

The sleek new electric concept car can travel over 600 miles (1,000km) on one charge – a distance equivalent to the drive from Paris to London and back

Tesla’s US sales surpassed Mercedes, BMW, Audi and Lexus at one point, marking the first time that an electric car brand has dominated the luxury car market

This article is part of STYLE’s Inside Luxury column

Every time I write articles about electric cars in the luxury industry, it triggers a huge controversy. Aficionados of petrol engines tell me that electric cars have no soul, that there is no sound, and that they will never be truly luxurious. I once got a death threat from a petrol enthusiast who told me I should be punished for being supportive of the electric car future. As someone who is extremely passionate about cars and owns both luxury electric and petrol vehicles, as well as a classic car, I am obviously aware of the differences between the two worlds. And both have their distinct profile.

In the history of transport, there has always been controversy. When the first motor cars showed up a little more than a hundred years ago, horse-carriage fans were slamming these new vehicles as dangerous, and especially the speeds of 10 miles (16km) per hour or more where perceived as being bad for health. Seat belts, when they first appeared in the 1950s, had many critics as well. Whining about electric cars reminds me of these discussions. And the leaders of today shaped the future anyway, despite the naysayers.

Tesla’s China-made Model 3 vehicles at a delivery event at its factory in Shanghai, China, in 2020. Photo: Reuters

The time for petrol engines is over, whether people like it or not. The numbers reveal a stark future. Tesla announced that it sold over 936,000 units in 2021, an increase of 87 per cent versus last year. Ford plans to nearly double production of its new electric F-150 pickup truck to 150,000 vehicles per year, and Porsche sells more electric Taycans than its flagship 911. According to Cleantechnica, Tesla’s US sales surpassed Lexus, Mercedes, Audi and BMW in the third quarter of 2021. It’s the first time that an electric car brand has dominated the US premium segment entirely. A wake-up call for the traditional leaders. Without a radical change, many of the incumbent brands may not be relevant for the next generation of car buyers.

Electric car company Tesla could become the largest car company in the world by the end of this decade. Photo: AFP

In contrast to the EV hype, many petrol car makers saw their numbers declining significantly. In the US market, General Motors, a company that remains extremely dependent on large gas guzzling trucks and heavy SUVs, lost its No 1 position to Toyota with its hybrid-dominated fleet, an alarming signal for companies that are still heavily invested in traditional petrol cars.

The chip shortage is – of course – a welcomed and expected excuse for underperformance, but Tesla’s rapid expansion shows that consumer demand tells a different story. Consumers love electric vehicles. And once someone switches from petrol to electric, they typically never move back. It’s not far-fetched to assume that Tesla could become the largest car company in the world by the end of this decade.

A Tesla waits to transport passengers through the Las Vegas Convention Center Loop ahead of the Consumer Electronics Show (CES) on January 3. Photo: AFP

Why are electric vehicles the new darlings of luxury cars? It’s a combination of convenience (remember – no more gas station visits), head spinning acceleration and driving fun (ever tried to drive a Tesla and immediately afterwards even a sporty version of a high-end petrol car? If not, you should try…), zero tailpipe emissions, higher efficiency, and low maintenance (think: the absence of yearly oil changes, engine inspections, and emission tests). Range anxiety – the fear of driving an electric vehicle and running out of power – is not an issue any more in most places. Prices are already declining rapidly.

Lastly, regulation has already initiated the death of the petrol engine – many places will ban new petrol cars as of 2030 or 2035. By then, it’s easy to predict that there will be much less gas stations and range anxiety will be the new normal for the owners of petrol cars, not for those of electric cars. Practically all car companies stopped their research and development on internal combustion engines. And everyone is racing to catch up with Tesla. However, it seems that often the distance is increasing rather than decreasing. All so-called “Tesla killers” flopped or did not generate any significant share so far.