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in recent years, the new energy vehicle market has been booming, and consumers have increasingly strong demands for environmental protection and energy conservation. with increasing policy support and technological advancement, the medium and large electric vehicle market is gradually emerging, with major brands vying to be the first to seize market share. against this background, mercedes-benz released the eqe model as its first mid-to-large electric sedan, aiming to attract consumers who pursue comfort and technology while enjoying environmental protection.

however, the reality is not as smooth as expected. eqe's dismal sales and insufficient market response have cast huge doubts on mercedes-benz's investment in this model and its future development direction. this not only reflects changes in market demand, but also exposes the difficulties of mercedes-benz's own electrification strategy.

market competition is fierce

the market competition for medium and large electric cars is becoming increasingly fierce, and other brands have also launched their own products, such as tesla model s, bmw ix, volkswagen id.7, etc. with their unique performance, comfort, and leading technical advantages, these models occupy a dominant position in the market, and consumers are increasingly recognizing the electric vehicle market.

technical difficulties and imbalance of market demand

there are also some issues with the eqe's design and technology. some consumers believe that the eqe's exterior design is too bland and lacks the iconic style of the mercedes-benz brand; its cruising range is insufficient in the market competition.

strategic adjustment and market positioning

faced with market challenges and its own situation, mercedes-benz has adjusted the future development direction of eqe. in may 2023, mercedes-benz officially decided to suspend the development of large-scale luxury electric vehicle platforms, which is a major adjustment to its electrification strategy. this also means that mercedes-benz will focus more on making adjustments in technology and market strategies.

market opportunities and challenges

china's new energy vehicle market still has huge potential, but it also faces the impact of policy, technology, market competition and other factors. huawei, tencent and other companies have entered the field of new energy vehicles, breaking the pattern of traditional automobile brands and bringing new challenges.

all in all, the sluggish sales of eqe are a real dilemma faced by mercedes-benz. it also reflects that the electric vehicle market is still in its early stages of development and faces both challenges and opportunities. in the future, mercedes-benz needs to make more attempts in technology research and development and strategic adjustments in order to better adapt to market changes and achieve success in the field of medium and large electric vehicles.