Article | Caojiangbei

A few days ago, I test drove the brand new EQS pure electric SUV from Mercedes-Benz in Sanya. This is an absolutely eye-catching product.

On the one hand, it bears the three-pointed star emblem; on the other hand, the EQS pure electric SUV is also a key model for Mercedes-Benz’s electrification. And on the other hand, SUVs have always been a pivotal type in the Chinese automotive market. Undoubtedly, these three points combined make the brand new EQS pure electric SUV an extremely competitive product in its segment market.

You may have a question, why do people insist on choosing the brand new EQS pure electric SUV? And even in a larger sense, why are people more willing to choose traditional automotive brands such as Mercedes-Benz?

In 1996, then Federal Reserve Chairman Greenspan delivered a famous speech, “Irrational Exuberance.” In this speech, Greenspan presciently noted the existence of the “Internet bubble.” A few years later, as the two centuries shifted, the Internet bubble he predicted finally burst. However, fortunately, the Internet and the Internet mindset did not perish as a result, instead it squeezed out the water and developed better to this day.

This is not a set of operating rules unique to the Internet world. In fact, the balance is needed for any changing and developing things to maintain forward momentum. The current revolution in the automotive industry is no exception.

Since 2016, the entire automotive industry has been driven forward, starting a frenzied race in the new energy field. Firstly, this development trend is recognized and confirmed, but sometimes the speed is too fast, seeming to cause us to forget something.

This year, many of the previously rapidly advancing new players in the high-end electric vehicle field have encountered obstacles in certain aspects. People are gradually realizing the precise balance that traditional automotive brands achieve between innovation and persistence. Perhaps, what we need at this time is not a reckless rush, but a truly balanced “Mercedes-Benz” speed that takes into account everything, fast enough, yet steady enough.

## Hidden Strengths Revealed: Looking for Top-Notch Innovations

Nowadays, most prejudices against traditional car-making brands stem from a cognitive deviation in the field of intelligent technology.

It is undeniable that new car brands are keen on creating themselves as an unrivaled presence in the field of intelligent technology, especially in intelligent driving assistance and human-machine interaction. However, the fact is that many people have already touched the bottlenecks in these two functional areas. These bottlenecks are caused by hardware, limited by cost, or trapped in the breakthrough level of technology, especially in human-machine interaction.

Therefore, in addition to the various differences in UI, regardless of functionality or form, there is no longer any issue of superiority or inferiority between new and old brands. What can truly reflect the superiority or inferiority in concepts may lie in the underlying design logic of human-machine interaction. You know, what I want to talk about is MBUX.

The brand-new EQS pure electric SUV, equipped with the highly intelligent MBUX interactive system with learning capability, is committed to pushing human-machine interaction into the next stage (artificial intelligence) threshold. The “Mind-Reading Induction Assistant” can learn user habits, push up to 16 customized function services, and provide interactive experience ahead of user awareness.

At the same time, the “Intelligent Sensing Assistant” can recognize various gesture-based control demands, and multiple controls inside the car can be realized through gestures. The “Mind-Reading Voice Assistant” can identify 27 languages and can voice queries for a variety of information in the city, meeting the information needs of different groups of people.

In addition, based on the optional MBUX hyperscreen, the new EQS pure electric SUV extends to a digital cockpit. Through this ultra-large curved screen with a width of 1.41 meters, the driver and front passenger can perform partition operations and immerse themselves respectively without disturbing each other.

Just like the driver was enjoying the driving experience with the AR live-through function of the front panoramic display system, the front passenger could watch videos on the 12.3-inch OLED screen while the vehicle was in motion.

Once the MBUX hyperscreen system, based on intelligent lock logic cameras, detects an intention of the driver to peek at the front passenger screen, it will automatically turn off the content of the front passenger screen in the event that the driver has been observing the screen on the right for more than 2 seconds, combined with factors such as turning the steering wheel and how long the driver has been observing.

It is obvious that Mercedes-Benz has fully grasped human-machine interaction, self-learning of car machines, practical application of large screens, and how vehicles seamlessly connect and match with driving needs, without presenting a bundled package. Users can choose what they need and then configure accordingly.

This is an unbreakable concept, which puts needs first and manufacturers accordingly, that Mercedes-Benz has embodied from the beginning, stepping beyond manufacturing packaged products towards practical solutions that meet demand, reflecting more than 130 years of valuable experience accumulated in the automobile industry.

Nowadays, in addition to intelligent human-machine interaction, the auto industry has shifted the focus to three electric systems that are even more crucial, especially for the new EQS pure electric SUV, that will require superior performance to ensure its multi-functionality.

To extract the off-road attributes of the new EQS pure electric SUV, it is not difficult to see that the 400 kW maximum output power and 858 N·m peak torque, combined with the four-link front suspension, independent multi-link rear suspension, and AIRMATIC air suspension with continuously adjustable damping, ensure the vehicle’s smooth maneuvering in different spaces.

As for the much-discussed range of electric vehicles, the new EQS pure electric SUV can provide up to 671 kilometers of WLTP range, complemented by the 4MATIC all-wheel drive system that can adjust wheel torque up to 10,000 times per minute, enabling the vehicle to meet various power requirements with ease.After the smart “Off-road” driving mode is activated, the body can be raised by 25 millimeters. Coupled with the use of the ESP system, the four-wheel dynamics are displayed in real time on the central display screen, greatly enhancing off-road capability. The robust passenger cabin, special collision energy absorption zone, and advanced passenger restraint protection system provide a solid foundation for the safety of drivers and passengers during travel.

In addition, the new EQS pure electric SUV comes with EQ optimized navigation, which can plan the fastest and most convenient route including charging stations based on multiple factors, and make dynamic responses according to changes in traffic flow or driving style. The visual display of the remaining power can support the vehicle to return to the starting point of navigation without charging, which provides sufficient support for a worry-free off-road trip of the new EQS pure electric SUV.

Obviously, the requirements for the battery of the new EQS pure electric SUV are higher. Its lithium-ion battery is equipped with 12 modules, with a capacity of up to 108.4 kilowatt-hours, and has undergone rigorous battery safety testing. With high-power output and balanced durability, it is obvious that Mercedes-Benz is at the forefront of the era in this regard.

After all, people’s understanding of the performance of pure electric vehicles is no longer summarized by acceleration time. More often, how to use electric power to create a driving and riding experience like the era of internal combustion engines, and ensure that all performance is not lost on the basis of environmental protection and energy saving, is a real problem that tests the accumulation of a brand’s car-making.

On this point, we don’t have to worry about Mercedes-Benz at all.

The stars of technology and luxury are in place

After discussing the new direction, let’s return to Mercedes-Benz’s main area – luxury.

You never need to doubt Mercedes-Benz’s understanding of luxury, but what you must expect is how Mercedes-Benz can play a new trick in luxury every time. For example, since environmental protection is the focus with pure electric power, the internal environmental protection and health should also be improved, more “natural.” During production, more than 40% of the regenerative steel used in the new EQS pure electric SUV body shell comes from resource-saving materials, and the entire vehicle is produced in a 100% carbon-neutral way.

More progress has been made in design, not just in materials. For example, the EQS’s bow-shaped body design has been perfectly integrated into the SUV model, giving the vehicle a higher ground clearance and body height. With the smooth bottom of the body and enclosed grille advantages brought by forward development, it also has a superior aerodynamic performance as low as 0.26. Combined with the full light and shadow design, the overall visual integration of the vehicle’s appearance is higher.

Moving inside the vehicle, visual aesthetics are further enhanced.

The all-new EQS pure electric SUV has 7 interior color schemes with distinct warm and cool tones, such as the combination of the Nebula Gray and Balao Wood Brown or the Machiatto Beige and Space Gray, adding a finishing touch to the emotional color design. The door panels are innovatively made up of various materials, with open-pore white wax wood decorative panels embedded in the central armrest and door handles, inlaid with several aluminum tristar emblems to perfectly interpret the classic design with modern technology. The electric art style package comes with luxurious seats with exquisite rolling edge technology, while the AMG style package provides SUV sport seats with independent headrests to emphasize the internal and external consistency of different models.

In order to provide users with a better driving experience, the all-new EQS pure electric SUV offers two seating modes: a standard 5-seat version and a 7-seat version (with the option of a third row), with EASY-ENTRY convenience entry and exit system as standard. Based on practical experience, when the second and third row seats are folded down, the loading space of the all-new EQS pure electric SUV can reach 2100 liters, and it can still accommodate four standard golf bags when carrying five people.

The exemplary user experience provided by the Dolby Atmos system in the all-new EQS electric SUV is continued. This system creates a multidimensional soundscape that covers 360 degrees, as compared to traditional stereo left and right channels. In combination with the Burmester Berliner surround sound system, the system immerses passengers in an unparalleled auditory experience. The experience is further complemented by the exclusive No. 6 “Bashful Grass” fragrance specially developed for the all-new EQS electric SUV, resulting in a natural and harmonious cabin experience.

Final Thoughts

The manufacture of new energy vehicles has entered a difficult period that truly tests endurance, skills, and heritage. At this stage, speed is no longer an advantage. Strength, legacy, and a deep understanding of user habits that have been updated over the course of a century have become the foundations and capital to truly turn the tables and win the final victory. Mercedes-Benz possesses all these qualities.

When Mercedes-Benz matches the latest technology with their understanding of the market and user demand, the changes may be more than just changes in consumer car-buying habits and market sales. More often than not, it will lead to changes in the entire automobile industry’s production ideology and push the industry back onto the path of “rational prosperity.”

This may be the deeper reason why we want to purchase Mercedes-EQ products.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.