Mercedes End EQ Branding on Electric Models by 2024

• Mercedes-Benz is expected to stop using EQ branding on new EVs by 2024, according to a report today from the German publication Handelsblatt.
• The paper cites unnamed sources at Mercedes who claim the branding will become redundant with the switch to electric-only models.
• We reached out to a company spokesperson to confirm the report, but they have yet to respond to our request for comment.

It’s presently rather simple to determine an all-electric Mercedes-Benz model from a gasoline-burning one. Not just does the former attribute aerodynamically enhanced, albeit blob-like, bodywork, but, it also births a badge with the prefix EQ. By the end of the following year, that will certainly no longer hold true for Mercedes’ brand-new EVs, according to a record today by the German daily newspaper Handelsblatt.

The scoop, which has actually now been grabbed by numerous media outlets, is based on resources within the firm who assert the EQ branding will certainly end up being redundant once Mercedes changes to an electric-only lineup. It makes good sense. For instance, there will certainly be no requirement for an electric version of the S-class to be called the EQS when there is no gas-fed S-class.

Obviously, Mercedes’s complete adoption of electrical designs will still take a while, so we don’t anticipate seeing a full obliteration of the EQ subbrand for some time. Instead, we believe brand-new electrical versions will begin embracing typical nameplates within the following couple of years or so as their existing combustion-powered counterparts finish out their current generations.

We reached out to a Mercedes-Benz agent to verify the record concerning the company’s strategies. We have yet to hear back, however, we’ll upgrade this story if we do.