Mercedes Expected to 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 currently pretty easy to identify an all-electric Mercedes-Benz model from a gasoline-burning one. Not only does the former feature aerodynamically optimized, albeit blob-like, bodywork, but it also bears a badge with the prefix EQ. By the end of next year, that will no longer be the case for Mercedes’ new EVs, according to a report today by the German daily newspaper Handelsblatt.

The scoop, which has now been picked up by numerous media outlets, is based on sources within the company who claim the EQ branding will become redundant once Mercedes switches to an electric-only lineup. It makes sense. For example, there will be no need for an electric version of the S-class to be called the EQS when there is no gas-fed S-class.

Of course, Mercedes’s complete adoption of electric models will still take some time, so we don’t expect to see a full eradication of the EQ subbrand for a while. Instead, we believe new electric models will begin adopting traditional nameplates within the next couple of years or so as their existing combustion-powered counterparts finish out their current generations.

We reached out to a Mercedes-Benz spokesperson to confirm the report about the company’s plans. We have yet to hear back, but we’ll update this story if we do.

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