Are brand conscious buyers already tiring of jelly-mold EVs?

Is anyone really surprised that Mercedes-Benz AG has axed the EQS (pictured below) and will instead provide electric drivetrains to its next generation of S-Class?

S-Class is almost a brand within itself. It’s a statement and a default purchase for many of the more well-heeled members of the community.

It’s also long been a technology bellwether for the Three-pointed Star. That it didn’t deliver a battery-electric opportunity for its customer set, nor top Mercedes-Benz’s technology offer, flew in the face of what S stands for.

Parlous sales and even worse retained values of the EQS globally made it clear – this was not the electric limo they were looking for…

The collateral damage did overall brand few favours…

Mercedes-Benz’s experiment with standalone EQ models will remain but I’m certain (like the company and industry overall’s ‘EV or bust ‘adventure) this will continue to be elegantly wound back.

Don’t get me wrong, battery electric cars have an important role to play and do, can or will suit a significant number of consumers.

But the S-Class decision reinforces that for many car buyers the future will be about the ability to choose your powertrain — without the need to throw away iconic qualities, performance, style, feel, fit and finish…