Mercedes-Benz Dropping EQ Sub-Brand From 2024 Onwards?

Mercedes-Benz' goal to go all-electric will likely lead it to drop its EQ naming system that marked the company's first generation of battery-powered vehicles (BEVs). Handelsblatt, a German publication, reported that Mercedes will drop the EQ designation for its BEV models starting in 2024, reverting to its traditional naming structure instead.

Said report cites an unnamed source stating that the move stems from the famed three-point star marque no longer needing a unique sub-brand for its BEVs once it ceases producing combustion-powered vehicles.

A Mercedes-EQ spokesperson also highlighted that with the goal of its parent brand Mercedes-Benz becoming fully electric by the end of the decade, the company will adapt the positioning of the vehicles and thus also the use of the brand in line with the times.

Adding on to that, the next Mercedes-Benz could drop the EQ logo and badge as soon as its  BEV sales surpass sales of its petrol- and diesel-powered vehicles. The electrified G-Class, which is set to go on sale in 2024, could be one of the first models to not carry the EQ sub-brand naming trend.

In the same year, the manufacturer will also unveil its new MMA architecture where that’s been developed to prioritise BEV setups first, but also petrol and diesel powertrains as a secondary aim.

While the EQ badge will be removed from future Mercedes cars, the term might not be dropped entirely. The manufacturer intends to use the name as a technology brand for EV accessories and services such as wall boxes and charging stations.

Mercedes stated previously at CES that it wants to invest $1 billion on a North American EV charging network, which may be an ideal recipient for the re-purposed EQ name. EQ electric vehicles have only lately begun to appear on showroom floors despite the fact that the brand was officially launched in 2016.

The change should make it simpler for customers to traverse the crowded Mercedes selection, as shared by Handelsblatt. Customers recognise names like C-Class, E-Class, and S-Class, whereas names like EQE SUV and EQS SUV aren't as strong when they are the electrified equivalents of the popular GLE and GLS.

Furthermore, Mercedes is not the only automaker to create a sub brand for its electric vehicles. Rivals such BMW also adopted the ‘i’ monniker for its own BEV line, whereas both Volkswagen and Audi utilise the ID and e-tron nomenclature for their respective BEVs. 

However, as electric vehicles become more prevalent, perhaps we can expect similar reversion to traditional model names amongst said rivals too.