A new report suggests Mercedes-Benz could phase out the EQ brand altogether by 2024. German newspaper Handelsblatt has cited company insiders, suggesting that the house’s next generation of electric cars. Automakers will drop the EQ brand. The news comes as CEO Ola Kaellenius aims to focus on electric-only cars in the future, which will make the standalone EQ brand redundant.
Mercedes-Benz previously announced that it would bring an electric equivalent to all of its cars by 2025. The automaker began its journey to electrification with the EQ brand in 2016 and The first model introduced with this moniker was the EQC. Since then, the German auto giant’s line of electric vehicles has diversified with models such as the EQE, EQS, EQB and EQB, while the EQG has been announced as a concept.
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_1630903455009.jpg "Mercedes-Benz previously that its entire range will have electric equivalents by 2025")
Mercedes-Benz previously that its entire range will have electric equivalents by 2025
While switching to an electric-only strategy seems to be the way forward, the brand also has a nomenclature problem with nearly all models being divided into sedans and SUVs. For example, the EQE represents a sedan and an SUV in the lineup, and so does the EQS. The EQC currently represents an SUV, but the C-Class’ current equivalent will launch globally later this year.
The report also quotes a spokesperson for Mercedes EQ products about dropping the EQ name. “With the goal that our parent brand Mercedes-Benz will be all-electric by the end of the decade, we will be adjusting the positioning of the vehicles and, therefore, the use of the brand as well,” they said. fitting for the times, but it’s too early to know the details of this at this point.”
Not only electric, but the EQ brand also represents hybrid technology in Mercedes-Benz vehicles. The company names the mild hybrid technology on its newer cars ‘EQ Boost’ while the EQ branding is a key part of the carmaker’s efforts in Formula 1.
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That said, Mercedes-Benz won’t phase out its internal combustion engines. The automaker plans to do that by 2030, meaning ICE engines will be discontinued in most markets. Until then, the brand will continue to use petrol and diesel engines on its popular products including the new C-Class, GLC, GLE and even the S-Class.
First published date: January 21, 2023, 13:50 pm IST
