Mercedes-Benz is planning to launch a handful of electric vehicles in the near future, and those vehicles will be part of a new subbrand.
Bloomberg has learned from sources that the German automaker will be taking a page out of BMW's playbook and introduce a new subbrand that will be comprised of two electric sedans and two SUVs - something we first reported back in May. A name hasn't been chosen yet according to the sources. What is for certain is that Mercedes will show off a concept electric SUV at the Paris Motor Show in September. Using a new platform for electric vehicles, the concept is expected to boast a range of 310 miles. Mercedes hopes to start selling vehicles under this subbrand before the end of the decade.
But doing a subbrand for electric vehicles is a risky proposition. BMW's i hasn't made any real impact in terms of sales or recognition. This has caused the brand to delay plans for another i model. Whether Mercedes-Benz is able to avoid the pitfallls remains to be seen.