Schafer clearly indicated that Mercedes was looking at a niche market for an electric AMG branded cabriolet
Mercedes is thinking about developing a cabriolet edition of an AMG branded car which will be an EV. While the adoption of the cabriolet is going down, Daimler is also aware that its executives have revealed that if done properly an electric AMG cabriolet could be a valuable proposition.
“When you think about AMG and turning AMG into an electric brand, we will definitely think about a cabriolet as well,” said Mercedes’ chief operating officer Markus Schafer in an interview with Top Gear.
“It’s not that easy to build a good-looking electric cabriolet. And we have to recognise that the demand for roadsters and cabriolets is declining,” he said.
“China is not a cabriolet market and there are fewer buyers in Europe compared to some years ago. But I think it’s a very attractive product and an emotional product that builds the brand,” he added.
Schafer clearly indicated that Mercedes was looking at a niche market for an electric AMG branded cabriolet but he also was cognizant of what the brand was getting into.
Mercedes has announced that it will be becoming EV first by 2030 and it has also partnered with Stellantis for making its own Gigafactories for the manufacturing of battery cells. At the recently concluded IAA Mobility conference it even announced four electric vehicles — including prototypes of the G-Class and Maybach SUV, the EQE and the AMG branded EQS.