End of EQ at Mercedes-Benz

A German business newspaper reports EQ identification to become redundant as the automaker returns to more traditional model names

Greg Kable

January 12, 2023

1 Min Read
EQEbadge
German automaker dropping EQ as it transitions to BEV-only lineup.Mercedes-Benz

Mercedes-Benz is planning to alter the EQ branding used on its electrified models, according to a report published by Handelsblatt.

The German business newspaper says a decision has been made to modify the use of EQ sub-brand and the EQ model identification from 2024 onwards as Mercedes-Benz shifts towards full electrification of its lineup.

New electrified models from the German automaker after 2024 are set to return to more traditional model identification and models names across each individual model line, according to Handelsblatt, which cites high-level Mercedes-Benz sources.

The EQ name is presently used on mild-hybrid, plug-in hybrid and pure electric Mercedes-Benz models.

For mild hybrids, Mercedes-Benz uses the “EQ Boost” identification, denoting electric motor assistance for the internal combustion engine.

Plug-in hybrid models wear “EQ Power” badges, indicating a higher level of electric motor assistance than mild-hybrid models through direct drive to the driven wheels.

Pure electric models go one step further by featuring the EQ identification in their model name, as introduced at the launch of the EQC SUV in 2018.

The move to do away with the EQ name comes as Mercedes-Benz is set to replace existing internal-combustion-engine models with pure battery-electric models. Future incarnations of the EQA, for example, will receive the GLA model nomenclature, according to the published report.

In an official statement, Mercedes-Benz tells WardsAuto,  “It is important to us to underpin our strategic pillar ‘Lead in Electric’ with the aim of becoming fully electric from our parent brand Mercedes-Benz by the end of the decade. We will adapt the positioning of vehicles and thus also the use of the [EQ] brand in a contemporary way, but it is still too early for details.”

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