Mercedes-Benz Malaysia: EQS is not quite a replacement for the S-Class, but it's the future
Hans · Jul 27, 2022 10:32 AM
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S-Class will remain as Mercedes-Benz's flagship
EQS aiming for a new, more progressive group of buyers, but some S-Class buyers might switch over
EQS 450+ is RM 10k cheaper than S580e
The recently launched Mercedes-Benz EQS offers a very compelling proposition to fans of the three-pointed star brand in Malaysia. It’s better than the S-Class in nearly every manner, but it’s also cheaper, by about RM 10k.
Not that it matters to someone shopping at this price range, but it’s still an interesting talking point. The future of Mercedes-Benz can be had at available at a lower price than the symbol of its heritage. It’s an interesting conversation starter.
To understand more about how Mercedes-Benz Malaysia aims to market both similarly priced models, we spoke to management team at Mercedes-Benz Malaysia.
Sagree Sardien, the President and CEO of Mercedes-Benz Malaysia said, “For the EQS, we definitely see it as a more progressive target segment. Definitely customers that have innovation and technology at the of top their mind, customers that are willing to take and try out new inventions, because definitely the vehicle has a very progressive look, with a lot of technology, and therefore it is quite a differentiated target audience from our traditional S-Class.
“For the S-Class customer, we see them as the top-end in luxury, really a strong footing our traditional Mercedes-Benz customer base. So we definitely look to target both of these segments. It would be interesting to see whether you will have some early adopters from there who want the EQS, and that could be the only reason why you would have a little bit of substitution but generally you will see a very distinct customer groups for both.”
Even before its launch, Mercedes-Benz Malaysia has collected enough pre-bookings to sell out its allocation of the EQS for 2022. However, Vice-President Michael Jopp stressed that more units will be coming next year.
“We are going to have constant supply,” said Jopp.
Deliveries of the EQS will begin in early 2023, meaning that there is a circa 6-month waiting period for the EQS.
The EQS is the most luxurious, longest driving range EV on sale in Malaysia. It can do 782 km (WLTP test cycle) on a single charge, which accepts 11 kW regular AC charging and up to 200 kW DC fast charging.
It’s no slouch either, as its 107.8 kWh battery delivers 333 PS and 565 Nm (single motor, rear-wheel drive). It accelerates from 0-100 km/h in 6.2 seconds.
In comparison, the S580e plug-in hybrid’s 3.0-litre turbocharged straight-six engine makes 510 PS / 750 Nm, delivered to the rear wheels via a 9-speed automatic transmission. It scoots from 0-100 km/h one second faster, at 5.2 seconds.
CEO Sagree Sardien
The EQS however, features rear-axle steering, something which the locally assembled S-Class, despite being a long wheelbase variant, doesn’t have (not available globally on plug-in hybrid variants).
Inside, the EQS feels more like a captain’s seat inside the Star Trek Enterprise than car, with a massive yet curved OLED-type MBUX Hyperscreen. It’s no less comfortable than an S-Class, featuring Comfort Seats with Nappa leather upholstery, velour floor mats, steering wheel wrapped in Nappa leather, Anthracite line structure lime wood trim, and an anthracite open-pored line structure line wood centre console.
There is a 4-zone automatic air-conditioning, rear MBUX tablet, 64-colour ambient lighting, but the party trick is its ‘soundscapes’ feature.
Since EVs are eerily quiet, the EQS accelerates and brakes with accompanying synthesized sounds, reproduced via the Burmester 3D surround sound system. It makes you feel like a young Anakin Skywalker piloting a racing pod.
Imported battery EVs are exempted from import and excise tax until 31-December 2023, but road tax exemption is until 31-December 2025.
Over 15 years of experience in automotive, from product planning, to market research, to print and digital media. Garages a 6-cylinder manual RWD but buses to work.
