Mercedes reportedly plans to drop EQ badging for EVs

Mercedes-Benz may drop its EQ badge for electrical vehicles because it strikes towards an EV-only lineup, a German enterprise newspaper reported.

EQ was launched in 2016 as a sub-brand that will function a launch level for EVs, however Mercedes plans to drop the EQ nomenclature from the top of 2024, in keeping with Handelsblatt (by way of Automotive News Europe).

2022 Mercedes-Benz EQB Class

2022 Mercedes-Benz EQB Class

The change is reportedly consistent with CEO Ola Kallenius’ concentrate on EVs. Beneath Kallenius, Mercedes has set the objective of eliminating combustion engines from its lineup in at the very least some markets by 2030. That will make the electric-focused EQ sub-brand redundant.

EQ did have a clumsy first few years, because the model promised charging {hardware} and mobility providers and, as a substitute, confirmed solely a rebranded model of the previous Good Fortwo. Extra lately, the promised Mercedes-badged EQ EVs have began arriving, though the mobility concepts Mercedes additionally noticed in EQ on the time have not materialized.

Mercedes-Benz Vision EQXX 1,202-km run

Mercedes-Benz Imaginative and prescient EQXX 1,202-km run

A key turning level in Mercedes’ rollout of EQ fashions and EVs for the U.S. occurred in spring 2019, when Mercedes abruptly determined to cancel the EQC SUV for the U.S.—after a launch version had been detailed, and after we would discovered this mannequin to be very snug and opulent, if a bit quick on vary, in a primary drive.

Mercedes has additionally made EQ the middle stage for its transformation, with the Imaginative and prescient EQXX idea that, the model says, will push its mainstream EVs for mid-decade towards extra radical, efficiency-focused concepts. And so, it appears, if that is true EQ may need already completed a few of its objectives.