Mercedes-Benz EQ brand to be retired as next generation of EVs come through

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Mercedes is preparing to send its ‘Mercedes EQ’ branding out to pasture after a short-lived run as its halo brand for electric vehicles

the back of a car

Mercedes-Benz is to revert its electric cars back to traditional model naming structures in the coming years, as the first generation of its all-electric models come to the end of their life cycles.

The German giant has used EQ to designate its EVs across eight models from EQA to EQS SUV, but the new electric G-Class marks a change in approach.

Branded G580 with EQ Technology, rather than the previously touted Mercedes EQG that would follow the naming strategy, the electric G-Class sits alongside petrol, diesel and high-performance AMG models in one range of cars.

The change suggests we can expect the current EQS flagship to be one-and-done, with Benz’s next big electric limo likely to be an ‘S-Class with EQ Technology’, or simply S-Class EQ.

Mercedes-Benz EQ G-Class? Nope: Mercedes-Benz G580 with EQ Technology.
Mercedes-Benz EQ G-Class? Nope: Mercedes-Benz G580 with EQ Technology.

“EQ is the technical lead, future electric Mercedes-Benz won’t be EQ”, said Mercedes product manager Tobi Mantele.

The manufacturer is aware of the brand cache of cars such as the E-Class, and as electric cars are normalised as part of the model line-up, will revert to the traditional monikers of its petrol and diesel models.

“As soon as you go fully electric you wouldn’t want to drop a brand like S-Class,” a Mercedes spokesperson said.

But Mercedes isn’t going all-in on electric just yet, promising further developments on plug-in hybrids in the near future, as well as 48-volt hybrid as a minimum on every petrol and diesel car.

“We’re not throwing away other opportunities with our state-of-the-art ICE platforms,” added the spokesperson. “We have the best-performing PHEV according to range, and we’re updating those again.”

Paul Barker / AutoExpress & AutoDaily

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