Mercedes will reportedly drop the EQ brand to prepare for an all-electric future<p>Don't worry if Mercedes' insistence on
EQ branding for electric cars seems arbitrary — the naming scheme might not last much longer.
Sources speaking to the German daily
Handelsblatt claim Mercedes will drop the EQ brand as soon as late 2024, when it's expected to debut its next wave of compact cars. Simply put, the company won't have much use for the label when more and more of its cars will be electric.</p><p>Mercedes first used the EQ name on production cars with 2019's
EQC SUV. Since then, the company has applied the branding to both electrified versions of conventional designs like
the EQB as well as unique models like the
EQS SUV. Concept cars like the
long-range EQXX have similarly stuck to the nomenclature.</p><span id="end-legacy-contents"></span><p>In a
statement to
Reuters, a Mercedes spokesperson said it was "too early" to divulge plans. However, the representative said the automaker would "adapt" the use of the EQ brand as it transitioned to an
all-EV lineup by 2030. The identification still plays a key role in the company's current electric vehicle strategy, the spokesperson added.</p><p>If the report is true, the rethink won't come as a surprise. While car manufacturers have frequently used names to highlight electric powerplants, such as the
Chevy Bolt and
Ford Mustang Mach-E, they're starting to rely on more traditional monikers as EVs become more commonplace. Chevy's upcoming
electric Blazer is one example. EVs will eventually become the default, and companies won't get to use the presence of an electric motor as a selling point.</p>
Source:
Mercedes will reportedly drop the EQ brand to prepare for an all-electric future
