Sources of the German newspaper Handelsblatt claim that Mercedes will abandon the EQ brand as early as the end of 2024 when the next wave of electric cars is expected to debut. Simply put, the company will not make much sense in this brand when more and more of its cars will be electric.
Mercedes first used the EQ name on production cars with the off-road 2019 EQC. Since then, the company has applied this brand to electrified versions of regular models, such as the EQB, and to unique cars, such as the EQS SUV. Concept cars such as the long-range EQXX similarly adhere to this nomenclature.
In a statement for Reuters, a Mercedes spokesman said it was too early to reveal plans, but said the company would adapt its use of the EQ brand as it transitions to an all-electric lineup by 2030.
While earlier automakers often used names to emphasize the presence of an electric motor in models such as the Chevy Bolt and Ford Mustang Mach-E, now they are starting to rely on more traditional names as electric cars become more common. Chevy’s upcoming electric Blazer is one example. Electric cars will eventually become the standard, and companies will not be able to use the presence of an electric motor as a selling point.