Vienna For Mercedes-Benz, luxury has many facets. In order to exploit as many as possible economically, the car manufacturer has grouped a number of sub-brands around the star logo in recent decades. The AMG tuning subsidiary is intended to convince sporty drivers, the G-Class stands for the upper class off-road and Maybach for particularly opulent travel.
The electric brand EQ, on the other hand, is comparatively new. The name stands for “Electric Intelligence” and has been used since 2019 for the type designations of the all-electric Mercedes models – from the compact EQA to the top-of-the-range EQS sedan. But that is likely to change soon. From 2024, all new Stromer with a star should do without the additional logo, the Handelsblatt learned from corporate circles.
The matter has not yet been finally decided. Internally, however, it is becoming apparent that future vehicle generations will again be marketed under their old names, regardless of the type of drive. For example, the EQE would become the E-Class in the long term, and the EQC would become the GLC. Mercedes declined to comment.
Electromobility is becoming the standard
The background to the foreseeable waiver of the EQ abbreviation is the “Electric-only” strategy of CEO Ola Källenius. By the end of the decade, the Swede wants to sell only fully electric new cars wherever market conditions allow. To this end, the group will only be equipping its new vehicle platforms with electric motors from the middle of the decade.
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An insider says that this move away from combustion engines means that there will no longer be a need for a separate electric sub-brand in the future. The core brand Mercedes-Benz itself will soon be almost completely powered up. Another insider adds that the EQ logo will become obsolete at the latest as soon as sales of battery-electric models exceed those of diesel and petrol models. In a few years, electromobility will no longer be a niche, but the standard.
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The fact that the EQ designations for the electric series from Mercedes will be phased out is considered agreed in Stuttgart. The only question that is still being discussed internally is when exactly the changeover should take place. The most likely solution is a change to the launch of the new MMA platform, on which the compact cars CLA Coupé, GLA, GLB and CLA Shooting Brake with electric and petrol drives will be produced from the second half of 2024.
The EQ sub-brand is to be phased out at Mercedes in the future.
(Photo: Mercedes)
The advantage of this variant: Mercedes could also end the confusion with the type designations. The smallest and cheapest make of Mercedes with a combustion engine today is the A-Class. However, there is no electric version of the sedan. Strictly speaking, the EQA is the power equivalent of the compact SUV GLA. The EQB is also not the electric version of the B-Class mini-van, but a derivative of the GLB, an SUV with up to seven seats.
In the case of the A and B class, the discussion may seem irrelevant because Mercedes will be removing both models from the program around 2025 anyway. But with the CLA, for example, the question arises as to which EQ abbreviation the coupe could even get. EQA and EQC are already assigned. And how do you differentiate the CLA from the C-Class; and like the sedans of SUVs like the GLC?
Electric G-Class is called G-Class
In the electric luxury class, Mercedes has decided to simply call its all-electric sports SUVs the EQS SUV and EQE SUV. However, this type designation is “rather unfortunate”, says a manager. The names GLS and GLE, which are already familiar from the world of combustion engines, are more catchy and easier for customers to understand. And when it comes to sedans, the C-Class, E-Class and S-Class have been very common for decades.
So there is much to suggest that the well-known series names will be revived in the electric age. A clear indication in this direction is the fact that the electric version of the G-Class off-road vehicle, which will appear in 2024, will be sold as the G-Class – and not as the EQG, according to company circles.
The EQ abbreviation from Mercedes will probably not die completely. The Swabians also want to use the logo in the future as a technology brand for accessories and services related to electromobility. This is about wall boxes, charging services or energy storage for your own home.
Mercedes first announced the EQ brand in 2016 under the then CEO Dieter Zetsche. The first model with the EQ logo was the EQC in 2019. With the first electric SUV from Mercedes, the Stuttgart-based company wanted to start a “new age of mobility”.
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