Mercedes' chairman plans to push EVs instead of chasing sales volume - Business Insider

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'We have enough firepower' — Mercedes' chairman says the auto giant will push electric cars instead of chasing sales volume

Ola Källenius, chairman of the board of Daimler AG and Mercedes-Benz AG, unveils the Mercedes-Benz Vision AVTR concept car.Daimler chairman and Mercedes-Benz head Ola Källenius has undertaken a quietly radical business strategy at the German automaker.

Källenius has two big ideas. First, he wants Mercedes to go electric. Second, he wants to end the carmaker's mass-market ambitions. He added that it "doesn't make sense for Mercedes-Benz to broaden its compact-car portfolio," curtailing the notion that the company would build on its subcompact offerings to compete with mass-market brands. The Mercedes-Benz Vision EQS concept charted the brand's electric future.

Asked whether Mercedes would be able to fund its electric goals while dumping sales-volume revenue, Källenius was quick to point to Daimler's commitment to high levels of research and development.

 

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