Just days ago, Mercedes-Benz debuted its latest all-electric model, the Mercedes-Benz G 580 with EQ Technology. That’s right, even the iconic G-Wagen has also gone electric. Despite featuring an electric heart underneath, rather than a V6 or diesel engine, it still retains its cool looks. There is, however, one unusual thing about the luxury off-roader though, which is the “with EQ Technology” moniker that follows its name.
Yes, the all-electric G-Class still sports the “EQ” name at the back of its rather long name, but this is unlike Mercedes-Benz’s other electric models, such as the EQS, EQE, and EQB, where the “EQ” name is placed right in front to show their electric vehicle (EV) status. Could the all-electric G 580 be marking the end of the German marque’s “EQ” brand?
Of course, even if this does indeed happen, Mercedes-Benz will only be phasing out the branding, and not its EV lineup, which will be expected to go through a rebranding process.
Mercedes-Benz introduced the “EQ” nameplate back in 2016 as a sub-brand for its battery electric vehicles (BEVs). In early 2023, there were reports suggesting that the German carmaker would phase out the nameplate by 2024, which is this year, starting with the then upcoming all-electric G-Class. In fact, a report wrote that the decision was already inked.
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Fast forward to today, and it seems like the report’s prediction is turning out to be true. Besides the Electric G-Class, the recently debuted all-electric Concept CLA-Class also suggested the end of the “EQ” name. Imagine if the Concept CLA-Class were to bear the “EQ” branding in front, production models of the car would be known as the EQCLA 200, EQCLA 250 and so on, which would be a mouthful and honestly, confusing as well.
Even if Mercedes-Benz is to phase out the “EQ” branding on its cars, it isn’t going to bury the nameplate completely. It is reported to instead live on as a technology brand for EV accessories and services, such as wall boxes, charging services, and so on.
Aside from the “EQ” sub-brand, Mercedes-Benz seems to have also backtracked on its design. For example, the iconic Mercedes-Benz “gunsight” ornament, which existed on many of the brand’s models in the past, has made its return with the recently unveiled Mercedes-Benz EQS facelift.
With Mercedes-Benz dropping its “EQ” nameplate, and the return of its “gunsight” ornament, it is clear the carmaker is reconsidering many of its decisions. At the end of the day, what matters most is the effectiveness of the communication between the carmaker and its customers, and how the customers feel about the brand and its products.
What are your thoughts on the recent changes Mercedes-Benz has made? Do you think they made the right call? Share your thoughts with us!
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