Quick Highlights:
- Ola Källenius, a former Formula 1 and AMG executive, now prefers electric driving after first-hand experience.
- Mercedes-Benz targets up to 50% electrified sales by 2030 under the Mercedes-EQ brand.
- A high-performance electric AMG model is confirmed for 2026.
- Ambition 2039 aims for a net carbon-neutral fleet across the entire lifecycle.
Mercedes’ Petrol-Head CEO Is Embracing EVs — and Steering the Brand Toward a Zero-Emission Future
If you are someone who grew up associating Mercedes-Benz with roaring V8s and motorsport heritage, you'll find it genuinely striking when the company’s CEO openly admits that electric vehicles have changed his perspective. Ola Källenius, Chairman of the Board of Management and CEO of Mercedes-Benz since 2019, is no outsider to combustion engines. With deep roots in AMG and Formula 1, he represents the old guard of high-performance motoring. Yet, today, he is one of the strongest advocates for the brand’s electric transformation.
From Petrol Heritage to Electric Reality
Despite overseeing the launch of iconic petrol-powered models such as the GLC, E-Class, and C-Class, Ola’s focus has clearly shifted. In an interview with ABC News released on 20 January 2025, he reflected on his personal journey from combustion to electric power. “I am a petrol head, I love the V8, I was in Formula 1,” he said, reinforcing his emotional connection to traditional performance. However, years of driving EVs reshaped his view. “The power performance, but also the quietness of those vehicles, is unbelievable.” From my perspective, that quiet confidence might be exactly what modern luxury performance is evolving into.
High-Performance Electric AMG on the Way
For enthusiasts worried that EVs lack soul, Ola offered a bold reassurance. Mercedes-AMG will launch an all-new high-performance electric model in 2026, and according to him, “That will blow your mind.” What stood out to me is the brand’s pragmatic understanding of its audience. Mercedes is even exploring synthetic sound experiences, allowing EVs to replicate the auditory drama of a V8 engine for drivers who crave that emotional feedback. It’s a smart bridge between heritage and innovation.
Navigating EV Market Challenges
The transition hasn’t been smooth, especially in the US. Throughout 2025, automakers faced slowing demand, rising production costs, and the removal of federal EV incentives. The end of US tax credits in September 2025, which previously offered US$7,500 for new EVs and US$4,000 for used EVs, removed a major buying incentive. Ola acknowledged these headwinds while discussing lessons learned since the launch of the EQS, Mercedes-Benz’s flagship electric luxury sedan. “The transformation toward zero emissions is not something that happens in a few years,” he said, highlighting the need for patience and market-specific strategies.
A Global, Flexible Approach to Electrification
Selling vehicles in more than 150 countries, Mercedes-Benz recognises that EV adoption will not progress at the same speed everywhere. Ola put it succinctly: “To expect that transformation to be a straight line… is unrealistic.” I appreciate this realism. Rather than forcing a one-size-fits-all approach, Mercedes plans to serve different customer “swim lanes” while staying committed to a single destination: zero emissions.
Ambition 2039 and Long-Term Sustainability
Looking beyond 2030, Ambition 2039 sits at the heart of Mercedes-Benz’s sustainability roadmap. Initiated in 2019, the strategy aims to create a net carbon-neutral vehicle fleet across the entire value chain and lifecycle by 2039. Electrification is only one part of this equation. The plan also includes renewable energy for charging, decarbonised supply chains, and renewable-powered manufacturing. To me, this holistic approach feels more credible than headline-grabbing targets alone.
Consumer Choice Still Leads the Way
Ola concluded with a reminder that ultimately resonates with any buyer. “You have a choice, you are the customer,” he said. Mercedes-Benz will not mandate preferences but will deliver what customers choose. From where I stand, this balance between leadership and freedom may be what allows Mercedes to transition successfully — without alienating the loyalists who made the brand iconic in the first place.
