Some of you may have been surprised to see the launch of yet another Mercedes-Benz plug-in hybrid, the GLE400e, despite sluggish sales of these petrol-electric models in Malaysia. But Mercedes-Benz Malaysia (MBM) is doubling down on its commitment to this niche, saying that it offers customers “the luxury of choice.”
Pressed on this during the press conference as part of the launch yesterday, the company’s marketing and sales vice president Nadia Trimmel said that its buyers’ tastes for different products change and evolve over time, and that the introduction of the GLE400e gives it the opportunity to measure the appetite for electrified vehicles in the large SUV segment.
“We believe there is potential for this product,” she added. “Plug-in hybrids will always remain in the transition into the world of full electrification, and we remain committed to this strategy in the long term, where market conditions allow.”
Still, the company is hedging its bets by introducing more mild hybrid models (since pure petrol Mercs are being phased out globally) in the lower part of the segment, in response to minimal PHEV demand. In recent months, MBM has launched the C200 AMG Line and, just yesterday alongside the GLE400e, the GLC200 AMG Line, in an effort to boost sales of its compact executive vehicles.
According to MBM president and CEO Amanda Zhang, the move is part of Stuttgart’s wider strategy to diversify its lineup in response to slowing EV demand, with over 40 models set to be launched over the next three years. “This is why we are running both [EV and internal combustion engine] platforms, giving the customers a choice between ICE, plug-ins and EVs. This is what we call the ‘luxury of choice.'”
With the launch of the GLE400e, MBM now offers six CKD locally-assembled PHEVs, which also include the C350e, E350e, S580e and GLC350e in standard and Coupé forms. Contrast this with arch rival BMW, which has all but retreated from the PHEV market and now only offers the X5 xDrive50e and the 750e, discounting the imported M models.
GALLERY: Mercedes-Benz GLE400e in Malaysia
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You know your PHEV sucks? luxury my ars