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Battle on Tesla’s turf as Mercedes goes high on power, Marketing & Advertising News, ET BrandEquity

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Battle on Tesla’s turf as Mercedes goes high on power, Marketing & Advertising News, ET BrandEquity

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Mercedes-Benz's all-electric EQS (File photo)
Mercedes-Benz’s all-electric EQS (File photo)

Mercedes-Benz maker Daimler plans to invest more than 40 billion euros ($47 billion) by 2030 to be ready to take on Tesla in an all electric car market, but warned the shift in technology would lead to job cuts.

Outlining its strategy for an electric future, the inventor of the modern motor car said on Thursday it would, with partners, build eight battery plants as it ramps up electric vehicle (EV) production.

From 2025, all new vehicle platforms will only make EVs, the German luxury carmaker added. “We really want to go for it … and be dominantly, if not all electric, by the end of the decade,” CEO Ola Kallenius told Reuters, adding that spending on traditional combustion-engine technology would be “close to zero” by 2025.

However, Daimler — to be renamed Mercedes-Benz as part of plans to spin off its trucks division later this year — stopped short of giving a hard deadline for ending sales of fossil-fuel cars. Some carmakers like Geely-owned Volvo Cars have committed to going all electric by 2030, while General Motors says it aspires to be fully electric by 2035, as they all try to close the gap to Tesla.



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