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Mercedes-Benz to Drop EQ Product Brand for EV, Starting from 2024

Yusuf Balogun
Yusuf Balogun
Yusuf is a law graduate and freelance journalist with a keen interest in tech reporting.

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German daily Handelsblatt reported today that 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.

In recent years, electric vehicles have become the general trend of the entire market, and many established auto companies have also formulated strategic goals for comprehensive electrification.

Mercedes-Benz intends to stop using the EQ brand for electric vehicles as early as the end of 2024 when the next-generation compact car is introduced, as per the development strategy previously disclosed by Bn of Mercedes-Benz.

According to the sources quoted by Handelsblatt, the decision was made due to Chief Executive Ola Kaellenius’ focus on electric-only vehicles, which rendered the EQ brand obsolete as Mercedes turned away from the internal combustion engine.

A Mercedes EQ products spokesperson 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.

The EQC electric SUV, the company’s debut model, was released in 2019. The German automaker now offers its all-electric model line under the EQ brand, which was first introduced in 2016.

EQA, EQB, EQC, EQE, EQS, and other pure electric cars from Mercedes-Benz are included in the EQ series. From 52,500 in 2021 to 117,800 in 2022, according to official sources, sales of Mercedes-Benz electric vehicles will more than double, with sales in the fourth quarter alone expected to exceed 42,400.


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