Mercedes could create eco sub-brand to rival BMW i

Mercedes could consider creating an eco-focused sub-brand to rival the likes of BMW’s i division, according to sales and marketing boss Ola Källenius, but he thinks the company should first continue to focus on expanding its fleet of plug-in hybrid and zero-emissions models.

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“What we’re going to do in terms of the road to zero emissions is invest heavily in alternative drivelines and electrification,” he said. “That’s a very wide strategy, but it means that by the end of next year we will have 10 plug-in hybrid models, which, I think, is the widest portfolio of any luxury manufacturer.

“By the end of this year, we will have three electric cars, with the Mercedes-Benz B-Class and the two Smarts. And at the end of next year we will launch a next-generation fuel cell vehicle, which is a zero-emissions vehicle based on the Mercedes-Benz GLC platform.

“We could choose for the purpose-made electric vehicles to create some sort of sub-brand but, right now, Mercedes is focused on investing tremendous resources into the path towards zero emissions. It’s something that will affect the whole portfolio.”