Mercedes-Benz may ditch EQ brand for EVs from 2024: report

A new report suggests that Mercedes-Benz may drop the EQ brand altogether by 2024. Handelsblatt, citing company insiders, said the automaker will ditch the EQ brand for its next generation of electric vehicles. The news comes as chief executive Ola Kaellenius aims to focus on pure electric vehicles in the future, which would make a separate EQ brand redundant.

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Updated on:
January 21, 2023 at 13:51 pm

EQ brand stands for Mercedes-Benz electrification range and technology

Mercedes-Benz previously announced that all of its cars will be equipped with electric vehicles by 2025. The automaker embarked on its electrification journey in 2016 under the EQ brand, and the first model to launch under that name was the EQC. Since then, the German auto giant’s EV range has diversified, with models such as the EQE, EQS, EQB and EQB, while the EQG has been unveiled as a concept car.

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Mercedes-Benz previously said its entire range would have electric equivalents by 2025

Mercedes-Benz previously said its entire range would have electric equivalents by 2025

While moving to an all-electric strategy seems to be the way forward, the brand also has naming issues, with almost all models split between sedans and SUVs. For example, the EQE represents the sedan and SUV in the lineup, as does the EQS. The EQC currently stands for an SUV, but the electric equivalent of the C-Class will go on sale globally later this year.

The report also cites a Mercedes EQ product spokesperson as saying about dropping the EQ name. “Our parent brand, Mercedes-Benz, aims to be fully electric by the end of the decade, and we will adjust the positioning of the vehicle so that the use of the brand also evolves with the times, but this is going too far,” they said. Details on this are still early. “

Not just electric cars, the EQ brand also stands for hybrid technology on Mercedes-Benz vehicles. The company calls its mild-hybrid technology for new cars “EQ Boost,” and the EQ brand has been a big part of the automaker’s efforts in Formula One.

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That said, Mercedes-Benz isn’t phasing out its internal combustion engines just yet. The automaker plans to achieve that goal by 2030, by which time combustion engines will be discontinued in most markets. Until then, the brand will continue to use petrol and diesel engines across its popular range, including the new C-Class, GLC, GLE and even the S-Class.

First published date: Jan 21, 2023 at 13:50pm CST

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