The New Mercedes Is a Mix of Tesla and Ferrari
The German carmaker wants to marry the electric appeal of Elon Musk’s company with some high-end luxury sheen. It’s off to a racing start.
The EQS is a car launch that matters.
Photo: Bloomberg
Volkswagen AG caused consternation recently with a poorly executed joke about changing the company name to Voltswagen. Daimler AG is doing similar but isn’t kidding around. As part of a plan to boost its market value by spinning off its trucks unit, the German giant intends to change its corporate title to Mercedes-Benz.
Superficial stuff like this matters in the meme-stock era — Mercedes is a more evocative name — but this week the company’s first non-German boss, Ola Kallenius, showed there’s more afoot in Stuttgart besides purely cosmetic change.