Mercedes-Benz, the luxury car manufacturer, is reportedly planning to drop its EQ brand as it shifts its focus towards an all-electric future. The EQ brand, which was launched in 2016, was created to market and sell Mercedes–Benz’s electric and hybrid vehicles. However, according to sources familiar with the matter, the company has decided to phase out the EQ brand and integrate all of its electric vehicles (EVs) into the main Mercedes–Benz brand.
This move is a clear indication of Mercedes–Benz’s commitment to electric mobility. The company has set a goal to have electric or hybrid versions of all of its models on sale by 2022, and to have EVs make up 50% of its total sales by 2030. The company has also announced plans to invest $23 billion in EVs, hybrids, and batteries over the next five years.
The discontinuation of the EQ brand would also make sense from a branding perspective. Mercedes–Benz has a strong and established brand image, and by integrating its EVs into the main brand, the company can leverage that reputation to attract more customers to its electric offerings. Additionally, by eliminating the EQ brand, Mercedes–Benz can simplify its branding and marketing efforts, making it easier for customers to understand the company’s electric offerings.
The move to discontinue the EQ brand also aligns with the trend among other luxury car manufacturers. Both BMW and Audi have also decided to integrate their electric vehicles into their main brands, rather than creating separate sub–brands for them. This approach allows these manufacturers to leverage the reputation and prestige of their established brands to attract customers to their electric offerings.
However, this move will also mean that Mercedes will have to work harder to make sure that the main Mercedes brand will be associated with electric vehicles. The EQ brand was an easy way for Mercedes to communicate to the public that it had electric vehicles, but now it will have to work harder to make sure that people know that the Mercedes brand is associated with electric vehicles.
Despite this, the discontinuation of the EQ brand is not expected to have a significant impact on the sales of Mercedes–Benz’s electric vehicles. The company has already launched several electric models under the EQ brand, including the EQC SUV, the EQV minivan, and the EQA hatchback, and these models are expected to continue to be sold under the main Mercedes–Benz brand. Additionally, the company has several new electric models in the pipeline, including the EQS luxury sedan, which is expected to be unveiled later this year.
Mercedes-Benz’s decision to drop the EQ brand is a clear indication of the company’s commitment to an all-electric future. The move to integrate its electric vehicles into the main Mercedes-Benz brand will allow the company to leverage its established reputation and prestige to attract more customers to its electric offerings. Additionally, the simplification of branding and marketing efforts will make it easier for customers to understand the company’s electric offerings. While it will require more effort to make sure that the main Mercedes brand is associated with electric vehicles, it is not expected to have a significant impact on the sales of Mercedes-Benz’s electric vehicles.