Mercedes to Unveil Porsche-Fighting AMG Version of Electric EQS

Philipp Schiemer stands next to the Project One hybrid sportscar.

Mercedes-Benz will flank its upcoming flagship electric sedan with an AMG-branded model that will compete with Porsche and Tesla Inc.’s high-performance battery cars.

The sporty version of the EQS will go on sale in the second half of this year, Philipp Schiemer, chief executive officer of Mercedes-AMG, told reporters. It will be part of a broader range of plug-in hybrid and electric cars coming from AMG.

“We want to tap new customer groups, attract younger buyers, for example, and more female customers,” said Schiemer, who succeeded Tobias Moers at Mercedes-AMG last August. “We are transporting our hallmark DNA into an electrified future to lay the foundation for further growth.”

Expanding Mercedes-AMG is part of a strategy mapped out by Daimler AG Chief Executive Officer Ola Kallenius last October to lure well-heeled customers from the likes of Porsche and sell more high-margin cars. Daimler wants to lift Mercedes’ market valuation toward renowned luxury-goods and technology firms following the planned spinoff of Daimler’s truck division later this year.

At Porsche, demand for the Taycan, its first all-electric model, has shown buyers of iconic sports cars are ready for the electric shift. VW’s most profitable brand plans to boost Taycan sales to more than 30,000 cars this year, up from about 20,000 last year — which was only just behind the brand’s Boxster and Cayman roadsters.

Electric Cachet

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