According to Mercedes-Benz's ambitious plan to combine its famous S-Class with the all-electric EQS into a single, unified model lineup, the company will completely revamp its premium sedan lineup. The initiative represents a major shift in the brand's electrification plan, favoring a focus on product simplicity and design consistency over the segmentation of electric and combustion models.

Many Powertrains, One Flagship

Mercedes-Benz initially introduced the EQS as a separate electric flagship model alongside the traditional S-Class, but it now believes that its high-end clientele would be better served by a single model line that offered both electric and internal combustion engines. The 7 Series and i7 duo from rival BMW have already done this with their models, which share the same platform, features, and design but cater to various powertrain needs.

In 2030, the unified model family will be introduced. Meanwhile, Mercedes will be quietly developing a next-generation flagship that seamlessly blends traditional luxury features with cutting-edge electric vehicle technology, even as the present EQS continues to be sold, albeit with minor upgrades along the way.

What caused the shift?

Following internal admissions that the EQS failed to fully resonate with its intended audience, the company reoriented its brand. Despite being advertised as the electric version of the S-Class, the EQS's slab-sided, cab-forward, "jelly bean" form failed to meet the expectations of buyers who associate full-size luxury sedans with commanding proportions, long noses, and chauffeur-grade presence.

In a recent interview with Autocar UK, Mercedes-Benz's Chief Design Officer, Gorden Wagener, conceded that the EQS's style and placement may have been "10 years too early." He also acknowledged that the car's advertising did not accurately represent its true nature, which prioritized cutting-edge innovation over conventional luxury.

The way forward: Refining before reinventing

The EQS will remain in production until the debut of the new, unified flagship, even though there are no intentions to replace it in its current form. The next set of updates is scheduled for the following year, and it may focus on technology and comfort rather than a complete redesign. Although Mercedes seems dedicated to maintaining its position in the premium EV market, it seems more focused on striking a balance between design, identity, and customer expectations.

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