Mercedes-Benz is set to drop the EQ product brand for battery-electric cars as soon as the next generation of compact cars, set to be on the market from the end of 2024, German daily Handelsblatt said on Thursday, citing company sources.
The decision is based on Chief Executive Ola Kaellenius’ focus on electric-only cars, making the EQ brand redundant as Mercedes turns away from the combustion engine, Handelsblatt cited the sources as saying.
The German carmaker now markets its all-electric model series under the EQ brand, first announced in 2016, with its first model, the EQC electric SUV, launched in 2019.
Learn more about the cars
-
Explore Vehicle
2022 Mercedes-Benz GLC
MSRP
$51,600 to $69,600
Compare Now
-
Explore Vehicle
2023 Mercedes-Benz GLE
MSRP
$75,800 to $148,500
Compare Now
-
Explore Vehicle
2022 Mercedes-Benz A-Class
MSRP
$39,900 to $51,900
Compare Now
-
Explore Vehicle
2023 Mercedes-Benz AMG GT
MSRP
$136,200 to $205,000
Compare Now
-
Explore Vehicle
2023 Mercedes-Benz C-Class
MSRP
$54,700 to $80,900
Compare Now
A spokesperson for Mercedes’ EQ products said the brand is an important pillar in the carmaker’s electromobility strategy.
“With the goal of our parent brand Mercedes-Benz becoming fully electric by the end of the decade, we will adapt the positioning of the vehicles and thus also the use of the brand in line with the times, but it is too early for details on this at the moment,” said the spokesperson.
Keyword: Mercedes to drop EQ product brand