Mercedes-Benz has given a twist to its vehicle nomenclature strategy by eliminating the famous name “EQ” for their electric cars.
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This decision is part of a larger evolution that seeks to simplify the way in which its models are presented, unifying both the electric and combustion versions under the same name.
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With this change, The German brand hopes to reduce confusion in its product portfolio and offer a clearer experience to its customers, without compromising its focus on technology and innovation.
Until now, Mercedes-Benz’s EQ line had represented a visible effort to distinguish its range of electric vehicles.
Since the launch of the acronym in 2020, EQ, EQ Power and EQ Boost They were symbols that defined the different forms of electrification: pure electric, plug-in hybrids and mild hybrid systems, respectively.
However, the brand has decided to put an end to this nomenclature, considering that, rather than helping, it was generating some confusion among consumers.
A more coherent strategy from Mercedes-Benz
The key to this change is simplicity. Instead of maintaining separate names for electric and thermal models, Mercedes-Benz has chosen to unify the names under the same existing classes.
For example, Instead of having an EQE for the electric sedan and an E-Class for the combustion model, both will share the E-Class namebut differentiated by their motorization.
According to Ola Kallenius, CEO of Mercedes-Benzthis decision will allow electric vehicles to be seen as a natural extension of already known ranges, rather than completely different products.
The brand’s objective is for electrification to be another option within its offer without creating the perception that it is a separate range.
This also responds to a market need, where the consumer prefers less complications in choosing the type of engine, but without losing sight of the technological differences.
Gradual change across the range
The change will not be immediate, but it will be gradual, and it is expected that by 2025 the entire Mercedes-Benz offering will have adopted this new nomenclature strategy.
The brand’s sedans, SUVs and other categories will follow the same principle: the same name for all versionsregardless of whether they are electric or internal combustion.
For example, both the electric and thermal GLS will have the same name, but will continue to be differentiated by the platforms on which they are built.
Electric models will use the new MB-EA platformdesigned specifically for this type of propulsion, while the thermal models will continue with an evolved version of the MRA architecture.
Thus, although the names are the same, the substance behind each model will be different.
Differences in technology, not appearance
On a visual level, Mercedes-Benz also seeks to make the electric and thermal models almost indistinguishable from each other.
The idea is to offer an aesthetic continuity that facilitates the adoption of electric vehicles without them being seen as something radically different. However, the real differences will be under the bodywork.
The technology of the electric versions will be more advanced and will use a more efficient electrical architecture, such as the MB-EA platform.
This will allow Mercedes-Benz electric vehicles to offer a more refined driving experience and performance more in line with the expectations of an increasingly demanding market.
But for the average consumer, The choice between an electric model and a combustion model will be easiersince both will share the same aesthetics and functionality.
The end of EQ Boost and EQ Power
Another important aspect is that, together with the end of the denomination EQ For pure electric ones, the nomenclatures also disappear EQ Boost and EQ Powerwhich represented mild and plug-in hybrids, respectively.
These propulsion systems will continue to exist, but they will be integrated into the range of engines available for each model without the need for a separate name.
The evolving electricity market
This change in Mercedes-Benz’s strategy is a reflection of the rapid evolution of the automotive market towards electrification.
When the brand launched its EQ line in 2020electric vehicles were still seen as something separate and special within the automotive world. Today, electrification is much more integrated into the industry and it is expected that, by 2030most new cars are electric.
Mercedes-Benz, with this decision, not only simplifies its offer, but also sends a clear message: electric vehicles are the future, but they do not have to be seen as something alien to the rest of its range.
A long term strategy
The end of EQ does not mean the end of electrification innovation for Mercedes-Benz. On the contrary, the brand remains committed to its ambition to lead the premium electric vehicle market.
This move is part of a broader strategy to pave the way for full electrification of its range in the coming years.
So, The future of Mercedes-Benz will be marked by a vehicle offering that, although more unified in terms of nameswill be more diverse and advanced in technological terms.
The change in Mercedes-Benz nomenclature is another step in the brand’s evolution towards an electric future, where zero-emission vehicles will be as common as traditional ones.
By simplifying its offer and eliminating the distinction in names between electric and thermal, the German firm is committed to a strategy that facilitates customer choice, without losing sight of the innovation and technological differentiation that has always characterized Mercedes-Benz.