Mercedes to Launch Its Own Electric Sub-Brand to Compete With BMW I Cars

Jason Siu
by Jason Siu
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Mercedes-Benz is gearing up to take on BMW’s i sub-brand.

Bloomberg reports that Mercedes is working on its own lineup of electric vehicles to take on BMW and Tesla, and the German automaker will introduce a sub-brand to market them under. Mercedes is currently developing two electric SUVs and two sedans and at least one of those vehicles will debut at this year’s Paris Motor Show. Previously, Mercedes CEO Dieter Zetsche confirmed that an electric car would be unveiled in late September in Paris.

Up until now, Mercedes has outfitted existing models with electrified powertrains, unlike what BMW did with its i sub-brand, which is comprised of two entirely new models separate from the rest of the lineup.

SEE ALSO: Mercedes-Benz Considering Electric Sprinter Van

The first of the new Mercedes electric vehicles is expected to be produced at the company’s factory in Bremen, Germany. Starting next year, that same plant will also be manufacturing a hydrogen fuel-cell version of the GLC.

As for what we will be seeing next month, it will be an SUV capable of driving up to 310 miles on a single charge, sounding like a Tesla Model X competitor. It will also showcase the distinct design Mercedes has in store for its future electric vehicles.

[Source: Bloomberg]

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Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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Join the conversation
  • Craig Cole Craig Cole on Aug 08, 2016

    Where one German automaker goes, they ALL go. It's laughable, really.

    • Gavin Gavin on Aug 08, 2016

      They have to though to stay competitive/relevant.

  • Outcast_Searcher Outcast_Searcher on Aug 08, 2016

    All carmakers are going to have at least some hybrids, to help beef up their overall economy to meet the US federal EPA standards. Having a pure EV can only help the numbers, and adds to prestige. If Mercedes can really have a pure EV with a 300+ real world mile range, that beats Tesla. If they also manage decent reliability (unlike Tesla thus far) then that beats them twice. I'm waiting for electric car technology to mature more and become more mainstream, but it's nice to see progress being made by "real" (i.e. established and financially sound) car companies.