Mercedes confirms future EQ cars will have traditional ‘class’ names
German brand’s boss confirms it is revamping its all-electric EQ naming strategy
Mercedes-Benz is to revert its electric cars back to traditional model naming structures in the coming years as the first generation of its all-electric models come to the end of their life cycles.
The German giant has used EQ to designate its EVs across eight models from EQA to EQS SUV, but the new electric G-Class marks a change in approach. Branded ‘G580 with EQ Technology’, rather than the previously touted Mercedes EQG that would follow the naming strategy, the electric G-Class sits alongside petrol, diesel and high-performance AMG models in one range of cars.
On whether the EQ naming system will be replaced with ‘EQ Technology’, Mercedes boss Ola Källenius told Auto Express: “The conversion has already started. And it started this year with the electric G [G 580 with EQ Technology]. As we go through these next few years, there will be the nomenclature that you know, S-Class, E-Class, C-Class and the SUV derivatives of those.”
Previously, Mercedes product manager Tobi Mantele had told us: “EQ is the technical lead, future electric Mercedes-Benz won’t be EQ.”
The manufacturer is aware of the brand cachet of cars such as the E-Class, and as electric cars are normalised as part of the model line-up, will revert to the traditional monikers of its petrol and diesel models. “EQ is the technical platform for the brand,” added a Mercedes spokesperson. “As soon as you go fully electric you wouldn’t want to drop a brand like S-Class.”
But Mercedes isn’t going all-in on electric just yet, promising further developments on plug-in hybrids in the near future, as well as 48-volt hybrid as a minimum on every petrol and diesel car.
“We’re not throwing away other opportunities with our state-of-the-art ICE platforms,” added the spokesperson. “We have the best-performing PHEV according to range, and we’re updating those again.”
Now check out the best electric cars...
