Mercedes, like German rivals BMW (
NASDAQOTH:BAMXF), Audi (
NASDAQOTH:AUDVF), and Porsche, is feeling the need to step up its technological game to counter Tesla. The German luxury brands have long prided themselves on their advanced technologies. But increasingly, the perception is that the Silicon Valley upstart has leapt ahead.
That has all four companies scrambling to respond with advanced electric vehicles of their own.
There are more practical reasons to fight back, too. Tesla is still a tiny company by global automaking standards,
but every one of the 80,000 or so vehicles it'll sell this year are taking sales away from the similarly priced upper-tier models from the German brands.
At least, that's how the Germans see it.
Coupled with the sense that Tesla's investors will continue to fund it indefinitely while it sells cars at a loss, the frustrations among engineers and product planners at Mercedes and the other companies are running high. Those frustrations are fueling the efforts to develop these new vehicles -- and to get them to market in time to take some sales away from Tesla's upcoming Model 3.