BERLIN, Germany – According to sources at Mercedes-Benz, the company plans to abandon its EQ product brand for battery-electric cars with the introduction of the next generation of compact cars in 2024, German daily Handelsblatt reported on Thursday.
The decision, which appears to be driven by CEO Ola Kaellenius’ push for electric-only cars, is set to make the EQ brand irrelevant as Mercedes shifts away from the combustion engine.
Mercedes-Benz had initially marketed its all-electric series of models under the EQ brand when it was first introduced in 2016, with the first model, the EQC electric SUV, launched in 2019. However, as the company now seeks to focus more on its electric cars, the EQ brand will no longer be necessary.
Despite this, a spokesperson for Mercedes-Benz’s EQ products emphasized that the brand remains an important part of the company’s strategy for electromobility. They also stated that the brand’s positioning will be adjusted to keep up with the times as the company aims to become fully electric by the end of the decade, although they could not provide any further details at this time.
The move away from the EQ brand is in line with Mercedes-Benz’s ongoing commitment to sustainability and reducing emissions, as it shifts its focus to electric cars. While the decision to abandon the EQ brand may come as a surprise to some, it demonstrates the company’s willingness to adapt to changing market conditions and keep up with the rapid developments in the field of electric mobility.
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