According to German media, Mercedes-Benz is planning to stop using the EQ label for its electric models starting in 2024. Instead, the company may release future electric vehicles under their traditional names, such as E-Class, regardless of their power source.
According to Handelsblatt, a German business newspaper, Mercedes-Benz is considering abandoning the use of the EQ label for its electric models, and instead releasing them under their traditional names such as E-Class, C-Class, G-Class, etc.
The decision is yet to be finalized, but sources suggest that this change is likely to happen as the company shifts to an “electric-only” strategy.
Mercedes-Benz aims to fully transition to electric vehicles by the end of the decade, wherever market conditions allow. According to an insider quoted by Handelsblatt, this shift away from internal combustion engines will eliminate the need for a separate electric division within the company.
However, the EQ abbreviation will still be used as a technology brand for accessories and services related to electric mobility, such as charging stations, energy storage for the home, etc.
The EQ brand, which stands for “Electric Intelligence” was first used in the naming of Mercedes-Benz’s electric models in 2019 with the launch of the EQC. The exact date for the transition to traditional names is still under internal discussion, but it is likely to occur with the introduction of the new MMA platform in the second half of 2024.