It’s happening right before your eyes.
The auto industry is scrambling to sell you on electric dreams. They promise quicker charging. Longer range. Prices that don’t hurt as much. On the performance side? Simulated gears. Fake engine sounds. Trying to trick your ear into missing what’s gone.
It’s not working for everyone.
Mercedes is facing its own reckoning. An unnamed executive just told Manager Magazin that the new electric AMG GT “shouldn’t even exist.”
Too late to stop it, apparently.
Here is the thing about momentum. Honda could walk away. They canceled three EV plans. Billions burned? Sure. But they stopped. Mercedes couldn’t. They were already too deep. Over a billion dollars sunk into AMG EV development alone. Just for those models.
Look at the EQS. Look at the EQE SUV. Development there reportedly cost 5 billion euros. That is nearly $5.7 billion. CEO Ola Källenius was chasing Tesla’s stock price. A bold strategy? Maybe.
A risky one, definitely.
The board knew. They saw the numbers in 2024 when EQ sales dropped 90 percent. One exec put it plainly in an interview: “It was clear then that these cars the biggest failures in company history.”
Think about that. A German powerhouse admitting defeat.
Now we have the 2027 AMG GT 4-Door. An electric car that an insider wishes hadn’t been built. Why make it? Because the money was already spent. The ships had sailed.
So what comes next?
Mercedes seems to be pivoting again. The electric CLA might actually work. Sub-$50k price tag. Not bad for an entry-level EV. Then there is the VLE. Coming to America soon. A luxury van? Really? It might be the first real one of its kind on these shores.
Is it too late for brands that double down too early?
Or is this just the cost of playing with the giants?
We will see what happens next.
