Mercedes announced the name EQ in 2016 as a new sub-brand for its battery-electric vehicles. The company’s first EQ-branded model arrived in 2019, but the name may no longer be around if there’s a new model. Handelsblatt accurate report.
According to the German publication, Mercedes will remove the EQ designation from its BEVs from 2024, returning to its traditional naming structure. One of the sources for the report said that Mercedes will no longer need a separate sub-brand for its BEVs once the automaker stops producing combustion-powered cars. The report also states that the decision to kill the EQ sub-brand has already been made, and it’s just the question of when that will happen that remains unanswered within the automaker.
Another insider told Handelsblatt that the latest Mercedes may remove the branding from its cars as soon as BEV sales surpass the brand’s gas and diesel vehicles. One of the first models to buck the EQ trend is the electric G-Class, which is scheduled to go on sale in 2024. The automaker also unveiled its new MMA architecture that same year. Mercedes designed the platform for BEVs first, but can accommodate gas and diesel powertrains as needed. Handelsblatt reached out to Mercedes, but the automaker would not comment on the speculation.
While the EQ branding will be gone from future Mercedes models, the company hasn’t completely abandoned the name. The automaker wants to use the brand as a technology brand for EV accessories and services, such as wall boxes, charging services and more. Mercedes announced at CES last week that it plans to invest $1 billion into its North American EV charging network, which could be the perfect recipient of the EQ name.
As Handelsblatt noted, the move will make it easier for customers to navigate the crowded Mercedes lineup. Names like the C-Class, E-Class, and S-Class have recognition with customers, and names like the EQE SUV and EQS SUV aren’t all that powerful when they’re on par with the popular GLE and GLS. Mercedes had put a lot of resources into the brand, but the end seemed inevitable as EQ went from a simple sub-brand to the core of the automaker’s lineup.