Mercedes to Phase Out ‘EQ’ Branding as Electric Becomes the New Standard

In a strategic shift towards a unified brand identity, Mercedes has announced its intention to retire the ‘EQ’ sub-brand for electric vehicles (EVs) by 2024. Initially introduced in 2016 to differentiate battery-electric vehicles from traditional models, the ‘EQ’ designation is now viewed as less relevant as the company embraces a fully electric future. This move underscores Mercedes’ commitment to integrating electric mobility into its overarching brand, reflecting the evolving landscape of the automotive industry.

The EQC electric SUV once marked the beginning of a new era for Mercedes.

The first EQ-branded model, the EQC electric SUV, hit the market in 2019, marking the beginning of a new era for Mercedes. But according to a report from Handelsblatt, the EQ designation might soon become a relic of the past. The report suggests that Mercedes will revert to its traditional naming structure once it ceases production of combustion-powered cars. ‘The decision to kill the EQ sub-brand has already been decided,’ one source said, leaving only the timing of the change as a remaining question within the company.

Mercedes’ transition away from the EQ branding is not just about simplifying the naming convention. It also reflects a strategic shift in the company’s approach to EVs. The upcoming electric G-Class, set to launch in 2024, could be one of the first models to forgo the EQ label. Additionally, the new MMA architecture, designed primarily for BEVs but also accommodating gas and diesel powertrains, will debut in the same year.

“Mercedes-EQ Enthusiasts – How to Design an Electric Car” shared by YouTube channel: Mercedes-Benz

Dropping the EQ name is seen as a way to simplify Mercedes’ lineup for customers.

While the EQ name may be disappearing from vehicles, Mercedes isn’t abandoning it entirely. The brand is expected to live on as a technology brand for EV accessories and services, such as wall boxes and charging services. This pivot aligns with Mercedes’ recent announcement at CES about investing $1 billion into an EV charging network in North America, which could carry the EQ branding.

The move to drop the EQ name is seen as a way to simplify Mercedes’ lineup for customers. The traditional model names like C-Class, E-Class, and S-Class carry significant brand recognition, while the electric equivalents like EQE SUV and EQS SUV have not resonated as strongly. As Mercedes integrates electric technology into the core of its lineup, the separate branding for EVs becomes less relevant.

This change also reflects a broader trend in the automotive industry, where electric vehicles are increasingly becoming the norm. Other manufacturers, such as BMW and Volkswagen, will likely face similar branding challenges as their electric offerings become more mainstream.

Mercedes’ commitment to an electric future is clear, with the company declaring the end of the internal combustion engine and stating that every new vehicle architecture introduced after 2025 will be electric. The transition away from the EQ branding is a logical step in Mercedes’ journey towards electrification, ensuring that electric vehicles are not seen as an outlier but as an integral part of the brand’s identity.

White Mercedes Benz Cars — Photo by Mike Bird on Pexels

As Mercedes-Benz phases out the EQ branding, it sets a significant precedent for the automotive industry, underscoring the notion that the future of luxury and performance is inherently electric. By integrating electric technology into its traditional lineup, the company demonstrates a robust commitment to sustainability and innovation. This strategic shift signals a pivotal transition, positioning electric vehicles not merely as alternatives but as the new standard in luxury automotive design.