What Strengths, Weaknesses, Opportunities, and Threats are Mercedes- Benz Facing After Entering the Electric Vehicle Industry?

Ruixin Zhang; Songjie Zhou; Jiawen Zhao; Chengxun Li; Zekai Zhang

doi:10.54254/2754-1169/11/20230543

Research Article

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Published on 13 September 2023

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Zhang,R.;Zhou,S.;Zhao,J.;Li,C.;Zhang,Z. (2023). What Strengths, Weaknesses, Opportunities, and Threats are Mercedes- Benz Facing After Entering the Electric Vehicle Industry?. Advances in Economics, Management and Political Sciences,11,217-230.

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What Strengths, Weaknesses, Opportunities, and Threats are Mercedes- Benz Facing After Entering the Electric Vehicle Industry?

Ruixin Zhang *^,1, Songjie Zhou ², Jiawen Zhao ³, Chengxun Li ⁴, Zekai Zhang ⁵

¹ Tsinglan School
² Fairmont School
³ University of Connecticut
⁴ Marianapolis Preparatory School
⁵ Arlington Catholic High School

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/11/20230543

Abstract

Mercedes Benz, a German automobile company in the luxury segment which began with traditional combustion cars like sports cars and SUVs, is making the transition towards sustainable mobility and electric vehicles. This paper identifies the rising factors of car electrification through a PEST analysis and analyzes Mercedes in the electric vehicle market using a SWOT model. Our recommendations focus on differentiating Mercedes from its top competitors by promoting influencer marketing and producing a more comprehensive range of electric vehicles not only limited to passenger cars. Overall, Mercedes needs to strengthen its differentiation strategy in the EV market due to intense competition and, thus, increase its mindshare.

Keywords

electric vehicles, Mercedes-Benz, SWOT analysis

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Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

Conference website: https://2023.confbps.org/

ISBN：978-1-915371-49-2(Print) / 978-1-915371-50-8(Online)

Conference date: 26 February 2023

Editor：Canh Thien Dang, Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.11

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