Shulou(Shulou.com)11/24 Report--

Looking at the "aggressive" domestic brands to kick the museum, Mercedes-Benz, BMW, Volkswagen and other German local enterprises can not sit still.

Chinese companies have been in the limelight at this year's Munich auto show. Compared with the previous session, the number of domestic brands participating in the exhibition is nearly double, and BYD, Cyrus, Zero, Xiaopeng and other brands have all shown the latest products and technologies.

Mercedes-Benz, BMW and Volkswagen, as hosts, unveiled the latest new energy products at the Munich auto show. So, in the end, is it "the veteran brand makes a force, while other brands stand aside", or are they once again shown by domestic brands?

Mercedes-Benz: careful planning, but the strength to complete the layout quickly to be honest, Mercedes-Benz sales in the domestic new energy car market are average, but Mercedes-Benz's digital skills really have to be admired.

Mercedes-Benz unveiled the new EQA, the new EQB, the new EQV, the new Mercedes-Benz E-Class plug-in, the Mercedes-Benz E-Class all-terrain station wagon, the new Mercedes-Benz CLA concept car and the Mercedes-Benz Vision One-Eleven at this year's Munich auto show.

Just the number of new cars unveiled is enough for other car companies to feel pressure.

In addition, Mercedes-Benz new MMA platform product planning exposure, Mercedes-Benz CLA-class concept car as the first model based on MMA platform, performance and other aspects of the data is indeed very strong.

According to the official statement, the Mercedes-Benz CLA concept car will be in mass production next year. The pure electric version will be equipped with rear axle motor, maximum power 238Ps, battery capacity of 89.6kWh, pure electric range of up to 750km in WLTC condition, energy consumption of only 12kW ·h for 100 kilometers, and the vehicle supports 800V overcharge. Only 15min is needed to increase 400km mileage.

I still remember that Mercedes-Benz first launched its VISION EQXX concept car in early 2022, with a battery pack capacity of 150kW h, and finally achieved a pure electric life of super 1000km, consuming only 8.7kW h per 100 kilometers.

Mercedes-Benz CLA is a compact car, and its battery capacity is not as high as that of VISION EQXX, but Qin PLUS EV and AION S, which sell well in the domestic market, cannot do so in terms of performance and battery life.

Fast charging and long running are the two most important points for pure electric vehicles, and the MMA platform is indeed far ahead in terms of these two points. According to the plan, in addition to the Mercedes-Benz CLA class, the MMA platform will launch three models, including two SUV models and a hunting sports car.

Obviously, Mercedes-Benz's product strategy is very "simple and rough", that is, it uses a comprehensive offensive approach to seize market share on the basis of maintaining the luxury attribute of the product.

However, for the future development trend, Mercedes-Benz CEO Kang Songlin's expression is a little conservative.

He said bluntly that in the future, the production cost of electric vehicles will still be higher than that of internal combustion engines, and the increasingly fierce competition in the car market will keep the production costs of pure electric vehicles high, while Mercedes-Benz will cater to the market without changing the luxury DNA, but will not pass on higher costs to consumers in a reciprocal way.

The global electric car market has grown significantly, but Mercedes-Benz will not achieve 100% of electric vehicle sales by 2030, always giving a production line the ability to produce both electric and internal combustion engine vehicles.

In other words, Mercedes-Benz's strategy in electrification is not as radical as imagined, but after the strategic route is determined, with the strong strength of Mercedes-Benz, the layout can be completed quickly.

Before the launch of the MMA platform, Mercedes-Benz did the same, releasing EQC, EQA, EQB and EQS, EQS SUV, EQE and EQE SUV in one breath.

The data of the MMA platform is hard-core in all aspects, which will only make Mercedes-Benz's product strategy bolder. However, after the launch of these four models, what else will the "conservative" Mercedes-Benz do?

BMW: BMW, which insists on the same platform for oil and electricity in 2025, also brought a new pure electric platform "New Class" at the Munich auto show, based on which the new concept car BMW Vision Neue Klasse was built.

For pure electric concept cars, BMW especially likes to label them as "minimalist" and "environmentally friendly", such as BMW iNEXT concept car, BMW I cycle concept car and so on.

In the new concept car BMW Vision Neue Klasse, we can also easily find these elements.

In addition to retaining classic elements such as Hoffmeister corners, the concept car only uses simple lines and surfaces, and even its own minimalist electronic rearview mirror is integrated into the aerodynamic design. The interior tends to be more minimalist, leaving only the steering wheel and a large floating screen in the center console.

In terms of performance, officials say the concept car will use the latest electric drive system and efficient power technology, using a large number of low-carbon and recyclable materials.

Product positioning is indeed in line with the future development trend, this concept car will be launched in 2025.

According to the current product line, BMW really needs a new energy vehicle based on the new pure electric platform, i3, i5 long-wheelbase version and other exclusive models for the Chinese market, and it is not a long-term solution to rely on terminal discounts alone.

BMW CEO Chipze said that under the promotion of policies such as the EU fuel ban, European brands will compete directly with domestic brands, and the brand will enter a new stage of development after the launch of the new generation models.

However, Chipze said bluntly that brands under 300000 yuan would be hit by Chinese brands, but he was more optimistic about the future of the car market. BMW's biggest advantage is that the new generation platform architecture already covers all kinds of power BMW models, while allowing electrification, digitization and other latest achievements to be shared in all products, and has now done so.

In other words, even if BMW continues to dominate the world with its current platform, users of different models can still enjoy the fruits of the latest technology, and the main task now is to pool resources for the new generation of models in 2025.

Volkswagen: continue to cut costs and increase efficiency Volkswagen Group CEO Obom says Volkswagen is ready to deal with a total ban on the sale of fuel vehicles in Europe in 2035.

But during the Munich auto show, Volkswagen's lineup of new energy products was the only ID. GTI Concept besides the European version of the ID.7.

This is the first time that officials have brought the GTI series into the era of electric travel. But with this lineup, it's hard not to feel that Volkswagen is really ready to deal with the ban on the sale of fuel vehicles.

The level and shape of Volkswagen ID. GTI Concept is a bit like the electric version of Volkswagen Golf GTI. But officials say it is not a "gas-to-electricity" model, but a pure tram based on the Volkswagen ID.2 all concept car on MEB platform, which is expected to be launched in 2027.

Perhaps Volkswagen hopes to help brands make a quick transition to electrification by relying on golf's fame.

In the face of the rise of China's new energy car companies, Obom believes that he has a better professional, as well as a longer history and culture, Volkswagen is still in a favorable position so far.

Moreover, independent brands in the European market to establish a sales network and other aspects also need higher costs, want to seize the European market "cake" will not be so fast.

At the same time, Volkswagen has reduced battery manufacturing costs by 50% through cooperation with Chinese brands, and 80% of electric vehicles will use unified batteries in the future.

To put it bluntly, Volkswagen uses cost-cutting and efficiency-increasing measures to ensure its market share in its home market.

But to be clear, Volkswagen is in a bottleneck in China's new energy market, with monthly sales of ID.4, ID.3, ID.6 and ID.7 falling short of one of BYD's models.

In the face of the world's largest new energy market, Volkswagen still needs to introduce more people-friendly products and play a role in reducing costs and increasing efficiency as much as possible. Volkswagen ID. GTI concept car mass production version due to positioning reasons, obviously can not bear the important task of sales, the follow-up may have to rely on in-depth cooperation with Xiaopeng products.

Although Mercedes-Benz, BMW and Volkswagen are all German companies, their plans for electrification are similar and have completely different strategic directions. The similarity is that the three companies have not given up the fuel car market and are relatively steady in the electric market.

But the difference is that Mercedes-Benz is strong, and after determining what to do next, it will develop the platform and launch a new car in one fell swoop; BMW has "long-term fishing" and uses 2025 as a springboard for time without worrying about the status quo at all; Volkswagen is confident and actively looking for ways to maximize its own interests.

It is said that "when traditional car companies make efforts, new forces are afraid", but now it seems that traditional overseas car companies use concept cars, ideas and brand influence to emphasize their strength in the face of domestic new energy brands with "bad newcomers". However, whether in the era of traditional internal combustion engine or the era of new energy, the automobile industry still depends on products in the final analysis.

As Ziptze said, brands under 300000 yuan will be hit by Chinese brands, but who can guarantee that domestic brands will not be able to crack down on brands worth more than 300000 yuan in the future?

This article comes from the official account of Wechat: ID:dianchetong233. The author: Eagle.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.