Selling EVs in a Skeptical Market: Mercedes Chooses Strategy Over Sizzle

The headlines claim car buyers don’t want EVs, yet Mercedes-Benz just introduced a fully electric CLA that rides on a flexible platform designed to support hybrids and gas models as well. In this episode, we explain why platform strategy—not hype—determines winners: amortized R&D, faster model updates, and the ability to meet demand without risking the entire company on one powertrain. We also discuss pricing pressures, tariffs, and how software services and over-the-air updates help premium brands make the numbers work after the sale.