As electric vehicles slowly dominate Mercedes-Benz’s vehicle lineup, the German brand could transition away from its EQ sub-brand

Mercedes-Benz is reportedly preparing to drop its ‘EQ’ nameplate when its second generation of electric vehicles launches from 2024 onwards. 

The report stems from German financial newspaper Handelsblatt that cited inside sources claiming the ‘Electric Intelligence’ sub-brand would be phased out as electric vehicles increasingly came to dominate its vehicle range.

mercedes-benz set to drop eq brand for evs in 2024: report

Mercedes-Benz’s EQ branding has been found on its EVs since 2019

The rise of electric vehicles has spawned similar sub-branding from BMW and its ‘i’ vehicles, and Audi with its ‘E-tron’ nameplate, with the latter also appearing to consolidate its electric vehicles into its core lineup by recently rebranding its E-tron SUV as the Q8 E-tron. 

The German brand first introduced the EQ brand on the Mercedes-Benz EQC Concept vehicle back in 2016, which later spawned a production version of the midsize SUV  in 2019 which was based on the combustion-powered GLC.

Since then Mercedes-Benz has launched the EQA small SUV, EQB midsize SUV, the EQV van, EQE and EQS large sedans along with the EQE SUV and EQS SUV. An electrified version of the popular G-Class known as the EQG and a production version of the Vision EQXX sedan set to follow.

mercedes-benz set to drop eq brand for evs in 2024: report

Benz’s second-generation EVs will reportedly drop the EQ name

Mercedes-Benz going all-in on electric vehicles

In 2021, Mercedes-Benz outlined its intention to offer a battery electric vehicle in every segment in which it competes by 2022.

From 2025, the carmaker said EVs would be built exclusively on dedicated electric vehicle platforms, rather than converted combustion vehicles.

BY 2030, Mercedes-Benz said it would exclusively offer electric vehicles though notable only “where market conditions allow”, meaning that some countries would likely still continue to offer combustion alternatives.

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