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Mercedes-Benz Hits Accelerator in E-car Race with Tesla

A battery cell is installed at a Mercedes-Benz EQC electric car in a production line at a plant in Bremen, Germany, January 29, 2020. REUTERS/Fabian Bimmer/File Photo
A battery cell is installed at a Mercedes-Benz EQC electric car in a production line at a plant in Bremen, Germany, January 29, 2020. REUTERS/Fabian Bimmer/File Photo
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Mercedes-Benz Hits Accelerator in E-car Race with Tesla

A battery cell is installed at a Mercedes-Benz EQC electric car in a production line at a plant in Bremen, Germany, January 29, 2020. REUTERS/Fabian Bimmer/File Photo
A battery cell is installed at a Mercedes-Benz EQC electric car in a production line at a plant in Bremen, Germany, January 29, 2020. REUTERS/Fabian Bimmer/File Photo

Mercedes-Benz maker Daimler plans to invest more than 40 billion euros ($47 billion) by 2030 to be ready to take on Tesla in an all-electric car market, but warned the shift in technology would lead to job cuts.

Outlining its strategy for an electric future, the inventor of the modern motor car said on Thursday it would, with partners, build eight battery plants as it ramps up electric vehicle (EV) production.

From 2025, all new vehicle platforms will only make EVs, Reuters quoted the German luxury automaker as saying.

"We really want to go for it ... and be dominantly, if not all electric, by the end of the decade," Chief Executive Ola Källenius told Reuters, adding that spending on traditional combustion-engine technology would be "close to zero" by 2025.

However, Daimler - to be renamed Mercedes-Benz as part of plans to spin off its trucks division later this year – stopped short of giving a hard deadline for ending sales of fossil-fuel cars.

Some carmakers like Geely-owned Volvo Cars have committed to going all electric by 2030, while General Motors Co says it aspires to be fully electric by 2035, as they all try to close the gap to industry leader Tesla.

"We need to move the debate away from when you build the last combustion engine because it's not relevant," Källenius said. "The question is how quickly can you scale up to being close to 100% electric and that's what we're focusing on."

Daimler shares rose as much as 2.5% after the news, which comes just over a week after the European Union proposed an effective ban on the sale of new petrol and diesel cars from 2035 as part of a broad package of measures to combat global warming.

Ahead of the EU's announcement, carmakers had announced a series of major investments in EVs. Earlier this month, Stellantis said it would invest more than 30 billion euros by 2025 on electrifying its line-up.

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Technology

PlayStation at 30: How Sony's Grey Box Conquered Gaming

The little grey box sold 102 million units. Richard A. Brooks / AFP
The little grey box sold 102 million units. Richard A. Brooks / AFP
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PlayStation at 30: How Sony's Grey Box Conquered Gaming

The little grey box sold 102 million units. Richard A. Brooks / AFP
The little grey box sold 102 million units. Richard A. Brooks / AFP

Japanese electronics giant Sony is set to celebrate 30 years since it launched the PlayStation console, the little grey box that catapulted the firm into the gaming big league.
PlayStation was Sony's first foray into the world of video games and when it hit the shelves in Japan on December 3, 1994, the company needed to sell one million units to cover its costs, AFP said.
In the end, the gadget became a legend, selling more than 102 million units, helping to launch many of the industry's best-loved franchises and positioning Sony as a heavyweight in a hugely lucrative sector.
"PlayStation changed the history of video games," said Hiroyuki Maeda, a Japanese specialist in video game history.
"It truly transformed everything: hardware, software, distribution and marketing."
One of the keys to its success was broadening the appeal of a pastime that had often been dismissed as a hobby for children.
From the off, the firm was clear that it wanted to trash this image.
In part this stems from Sony's rivalry with Nintendo, which was already a dominant player in the sector by the mid-1990s, but whose games skewed young.
Sony 'humiliated'
The original PlayStation can trace its history to a falling out between the two great Japanese firms.
They had partnered in the late 1980s to develop a version of the Super Nintendo console with an in-built CD player.
But Nintendo suspected Sony were using the project as a way to muscle into the gaming sector and abruptly cancelled the partnership in 1991.
"Sony found itself in a humiliating position," said Maeda, so pushed ahead with the project by itself.
The hardware proved to be revolutionary, CD-ROMs being cheaper and storing much more data than the cartridges used by Nintendo and other consoles.
And to further distinguish itself from Nintendo, Sony courted a young adult audience with fighting games like "Tekken", out-and-out horror with "Resident Evil" and "Silent Hill", and military titles like "Metal Gear Solid".
Its advertising also followed a more grown-up path.
Hollywood auteur David Lynch was drafted in to direct ads for the PS2 launched in 2000 -- conjuring a nightmare vision of floating heads and talking ducks certainly not meant for younger audiences.
"The older audience obviously had better purchasing power than children," said Philippe Dubois, founder of M05, a French association that aims to preserve digital heritage.
The PS2 is still the most successful console in history, having sold more than 160 million units.
'New sensations'
Over the past 30 years, the competition has intensified and the technology has been honed.
While Sega and other rivals have fallen by the wayside, Microsoft has entered the fray with its Xbox, and Nintendo is still on the scene with its Switch console.
But the industry is enduring tough times.
A surge in popularity and investment during the pandemic has subsided and Sony's PlayStation division recently laid off hundreds of workers.
Plenty of analysts are also predicting that cloud gaming will soon render consoles obsolete.
Sony appears undaunted though, recently launching an upgraded version of its PS5 with a marketing push that highlighted new AI features.
Bloomberg has reported that the Japanese firm is also planning a new hand-held version of the PlayStation, which would once again pit it against old rival Nintendo, undisputed king of portable devices.
However, for the purists, few innovations were as great as the original console's ability to handle 3D graphics.
The technology was instrumental for the appeal of classic games such as "Tomb Raider" and "Final Fantasy VII".
"We discovered sensations, emotions that we hadn't experienced with earlier consoles," said French YouTuber and PlayStation enthusiast Cyril 2.0.
He said he had collected almost every title released for the PlayStation in Europe -- some 1,400 -- and insisted the formula for success was not complicated.
"For consoles, games are still the most important thing," he said.