Mercedes’ scale and branding will help customers prepare for the EQ S

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James Attwood, digital editor

Mercedes-Benz’s vast electrification strategy is invention born out of necessity, as with similar programmes from other car firms.

Increasingly tough legislation, such as a staggered EU clampdown on CO2 emissions, will force car makers to electrify a growing percentage of their fleet.

The challenge for car firms is that, in the short to medium term, the market for pure-electric cars will be limited by still-developing EV infrastructure and their relatively high price. So Mercedes can use its scale to its advantage, investing heavily in hybrid machines alongside its EV range.

2020 Mercedes-Benz EQ S to battle Porsche Taycan and next Jaguar XJ

The clever move is using the same EQ branding, with various suffixes, to unite all its electrified cars. Creating a direct link between EVs and hybrids, and sowing the seeds with its Formula One and upcoming Formula E entries, will help prepare Mercedes buyers to make the switch to electric when the time is right. 

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