Troubling scenario: Mercedes-Benz guided by cultValuing an electric descent
Mercedes-Benz Revives a Cult Model to Boost Electric Vehicle Sales
The automotive industry is facing challenging economic conditions, with disputes over tariffs and global economic uncertainty putting pressure on car manufacturers. This pressure is being felt particularly acutely by Mercedes-Benz, which has been struggling with revenue losses in the electric vehicle (EV) segment.
In an effort to boost its performance, Mercedes-Benz is relying on a new strategy. The German car manufacturer is reintroducing a cult model, the CLA Shooting Brake, as part of its plan to increase sales in the EV segment. This model revives the stylish and practical wagon body style that developed a cult following, now updated with all-electric EQ Technology and futuristic design features to attract buyers looking for an alternative to SUVs while embracing zero-emission mobility.
The strategy leverages the blend of Mercedes’ design heritage—specifically the sleek, coupe-like silhouette known from earlier Shooting Brake models—with advanced EV features, such as a striking LED light signature and zero-emission powertrain, aiming to appeal both to brand enthusiasts and environmentally conscious customers. It targets those who want the utility of a wagon but without the typical SUV format, potentially filling a niche in the EV market underserved by existing electric SUVs and sedans.
The electric vehicle market is experiencing increased competition, particularly from China. In the first half of 2025, Volkswagen, BMW, Mercedes-Benz, and Porsche made significantly less profit compared to the previous year. Volkswagen earned around 33% less (6.7 billion euros), and BMW's profit fell by 29% to approximately four billion euros. Mercedes-Benz saw a decline of 56% in profit, and Porsche experienced a 67% drop.
Despite these challenges, the German automotive industry remains significant to the country's economy. It is home to internationally recognized car brands such as Audi, BMW, Mercedes-Benz, Opel, Porsche, and Volkswagen. However, the global trend towards electric mobility and the lack of success in electric vehicle sales means that Mercedes-Benz will have to produce internal combustion engines for longer than planned.
The share of fully electric vehicles among Mercedes-Benz's total registered vehicles remained at around ten percent in the first quarter of 2025, unchanged from the previous year. This suggests that the new electric vehicle designs from Mercedes-Benz that deviated from the traditional look did not resonate with customers. By reintroducing a beloved design as an electric vehicle, Mercedes positions itself to capitalize on brand loyalty and the growing demand for electric cars with distinctive style and practical versatility, thereby boosting its competitiveness and sales in the expanding EV segment.
According to design chief Gorden Wagener, the new appearance stands for a contemporary interpretation of classic Mercedes features. The particular GLC is supposed to shine with modernized design details such as smoked glass optics and LED accents. The new CLA Shooting Brake, with its blend of nostalgic appeal and modern electric technology, is set to make its debut in the near future.
[1] Source: Mercedes-Benz Press Release, [Date]
- The revival of Mercedes-Benz's cult model, the CLA Shooting Brake, is a strategic move to enhance electric vehicle sales, as the automotive industry grapples with challenging economic conditions.
- The new CLA Shooting Brake, integrated with all-electric EQ Technology, combines Mercedes’ design heritage with advanced EV features, aiming to appeal to both brand enthusiasts and environmentally conscious buyers.
- In an increasingly competitive electric vehicle market, particularly with growing competition from China, Mercedes-Benz faces revenue losses in the EV segment and plans to improve its performance by filling a niche in the market underserved by existing electric SUVs and sedans.
- By reintroducing a beloved design as an electric vehicle, Mercedes-Benz aims to capitalize on brand loyalty and the growing demand for electric cars with distinctive style and practical versatility, thereby boosting its competitiveness and sales in the expanding EV segment.
