Mercedes-Benz Enters India's Virgin Luxury EV Territory

Mercedes-Benz is ready to claim virgin territory with its first, premium, all-electric car sub-brand in India

- Parth Charan

The electric revolution has permeated pretty much every corner of the developed world – it’s a revolution you couldn’t have missed, even if you were in cryosleep for the last decade (but in case you did, wake up and sniff the fast-dissipating petrol!) EV sales across the globe have steadily been on the rise, with the total passenger EV count exceeding five million in 2018. While the US, Europe and China have witnessed widespread adoption of the technology, the Indian car market has remained resolutely unconducive to change. Despite detailed floor plans and schemes drafted by the government, including a National Electric Mobility Mission Plan drafted in 2013 (that aimed to sell 15 million EVs by 2020), it would appear that customer sentiment towards electric cars is yet to thaw out.

The reasons are manifold – a patchwork (read: barely existing) electric-car infrastructure, cost of batteries and the lack of a figurehead or a halo brand to enhance the allure of something that runs on the same power source as your iPad. The first two issues are entirely dependent on policy implementation and heavy investment by the government (with a required `10,000 crore expenditure budget detailed out by FAME India’s Phase II Scheme). The third problem is being looked at by Mercedes-Benz – first movers in India’s luxury car game, and now the first luxury car brand to bring an all-electric sub-brand to the country. Merc has chosen to call it “EQ” signifying “electric intelligence” and it has made its debut at a time when the fuel-powered automobile appears increasingly at odds with the world around it.