Don’t worry if Mercedes’ insistence on EQ branding for electric cars seems arbitrary – the naming scheme may not last much longer. Sources in conversation with the German daily newspaper Handelsblatt claim that Mercedes will drop the EQ brand as early as late 2024, when it is expected to debut its next wave of compact cars. Simply put, the company won’t be able to do much with the label if more and more of its cars are going to be electric.
Mercedes first used the EQ name on production cars with the 2019 EQC SUV. Since then, the company has applied the branding to both electrified versions of conventional designs like the EQB and unique models like the EQS SUV. Concept cars like the long-distance EQXX have also adhered to the nomenclature.
in one expression to Reuters, a Mercedes spokesman said it was “too early” to reveal plans. However, the representative said the automaker will “adjust” its use of the EQ brand as it transitions to a purely electric vehicle lineup by 2030. Identification still plays a key role in the company’s current electric vehicle strategy, the spokesman added.
