Mercedes-Benz, the German luxury car manufacturer, is reportedly planning to drop the EQ brand for its electric vehicles (EVs). The EQ brand, which stands for “Electric Intelligence,” was launched in 2016 as a sub-brand for Mercedes’ electric vehicles.
According to industry sources, Mercedes has decided to phase out the EQ brand in order to simplify its EV lineup and make it easier for consumers to understand. Instead of having separate EQ models, the company will reportedly integrate electric powertrains into its existing model lines, such as the C-Class and S-Class.
This move comes as Mercedes, like many other traditional carmakers, is investing heavily in electric vehicles as part of its shift towards electric and sustainable mobility. The company has set an ambitious goal to have electric cars account for at least 50% of its annual sales by 2030.
The decision to phase out the EQ brand is said to be part of a broader strategy to streamline the company’s branding and make it more consistent across its different product lines. This move is also in line with Mercedes’ strategy to focus more on its core models and invest more in electric and autonomous vehicles.
Mercedes is also expected to introduce a new electric SUV in the coming years, which will be positioned in the mid-size segment and will be available in both battery-electric and plug-in hybrid versions.
While the decision to drop the EQ brand may come as a surprise to some, it is not unusual for car manufacturers to make changes to their branding and product lineups as they adapt to the rapidly changing automotive industry.
The company has not yet officially confirmed the reports, and it’s not clear if Mercedes will continue to use the EQ name on its electric vehicles going forward or if it will be replaced by another name or sub-brand.
Overall, Mercedes-Benz’s reported decision to drop the EQ brand for its electric vehicles is a significant one, as it shows the company’s efforts to simplify its EV lineup and make it more consistent across its different product lines. It is also a sign of the company’s commitment to electric and sustainable mobility, as it invests more heavily in electric vehicles.