Mercedes Expected to End EQ Branding on Electric Models in 2024

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  • Mercedes-Benz is expected to stop using the EQ branding on new EVs by 2024, according to today’s report from the German publication Handelsblatt.
  • The newspaper quoted an unnamed source at Mercedes who claimed the branding would be redundant by switching to an electric-only model.
  • We reached out to a company spokesperson to confirm the report, but they have not yet responded to our request for comment.

It’s pretty easy to identify an all-electric Mercedes-Benz model from a petrol one these days. Not only is the former feature aerodynamically optimized, despite the wadded bodywork, but it also bears a badge with the EQ prefix. By the end of next year, that will no longer be the case with Mercedes’ new EV, according to a report today by a German daily newspaper. Handelsblatt.

The information, which has now been picked up by many media outlets, was based on sources within the company claiming the EQ branding would become redundant once Mercedes switches to an electric-only lineup. Makes sense. For example, an electric version of the S-class would not need to be called an EQS if there were no gas-fired S-classes.

Of course, full adoption of Mercedes’ electric models will still take some time, so we don’t expect to see a full eradication of the EQ subbrand for a while yet. Instead, we believe new electric models will start to adopt traditional nameplates in the next few years or so as their combustion-powered counterparts complete their current generation.

We contacted a Mercedes-Benz spokesperson to confirm reports about the company’s plans. We haven’t heard back yet, but we’ll update this story if we do.

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