Don’t be concerned if Mercedes’ insistence on EQ branding for electric vehicles seems random – the naming strategy may not survive long. According to sources speaking to the German newspaper Handelsblatt, Mercedes will discontinue the EQ brand as early as late 2024, when it is slated to launch its next generation of tiny vehicles. Simply stated, the corporation will have less need for the badge as more of its vehicles go electric.
Mercedes-Benz debuted the EQ moniker on a production vehicle with the 2019 EQC SUV. Since then, the business has used the trademark on both electrified versions of traditional designs, such as the EQB, and original vehicles, such as the EQS SUV. Concept automobiles such as the long-range EQXX have also adhered to the moniker.
A Mercedes official told Reuters that it was “too early” to discuss plans. However, the spokesman said that the EQ brand will be “adapted” when the manufacturer converted to an all-EV portfolio by 2030. The identification is still important in the company’s current electric car strategy, according to the spokeswoman.
If the news is correct, the reconsideration will not be surprising. While automobile makers have regularly utilised names to showcase electric powerplants, such as the Chevy Bolt and Ford Mustang Mach-E, as EVs become more widespread, they are beginning to depend on more standard monikers. One example is Chevy’s impending electrified Blazer. EVs will soon become the norm, and firms will no longer be able to use the existence of an electric powertrain as a selling advantage.
