Mercedes introduced the EQ brand in 2016 as a sub-brand for electric vehicles. The first EQ model from the German automaker debuted in 2019, but this brand may have been discontinued if a recent report from Handelsblatt is accurate. One of Handelsblatt’s sources said that Mercedes will no longer need a separate sub-brand for electric vehicles once the automaker stops producing combustion engine cars. The report also stated that the decision to phase out the EQ sub-brand has been made, but when exactly that will happen is still unknown within the German automaker.
Another insider told Handelsblatt that the latest Mercedes model may drop this branding from its vehicles as soon as electric vehicle sales surpass those of the brand’s petrol and diesel cars. One of the first models to go against the EQ trend could be the electric G-Class, expected to be available for sale in 2024. The long-time German automaker will also introduce a new MMA architecture this year. Mercedes has designed the platform for the first electric vehicles and it can accommodate gasoline and diesel powertrains when needed.
Although the EQ branding will vanish from future Mercedes models, the German automaker is not completely abandoning this name. The automaker intends to use the brand as a technology brand for electric vehicle accessories and services, such as wall-mounted chargers, charging services, etc. Mercedes announced at CES that it plans to invest $1 billion in a North American electric charging network, which could be a perfect fit for the EQ name.
This transition will help customers navigate the Mercedes brand’s product lineup more easily. Names like C-Class, E-Class, and S-Class are familiar to customers, whereas names like EQE SUV and EQS SUV may not be as strong as they are electric equivalents of popular GLE and GLS models. Mercedes has invested a lot of resources in this brand, but its fate seems unavoidable as EQ transitions from a simple sub-brand to a core part of the automaker’s product lineup.
Sơn Phạm (forum.autodaily.vn)
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