The EQ electric sub-brand is disappearing from model names – in future, electric models will be named the same as their combustion-engine counterparts, with the simple addition of ‘Electric’. The EQA, EQE and EQS will therefore revert to GLA, CLA and so on with electric powertrains, as is already hinted at with the new CLA and its SUV offshoot, the GLA.

The reason: Mercedes no longer wishes to maintain two parallel worlds. With its own design, its own abbreviations and its own logic, EQ had effectively blossomed into a brand within a brand – and that is precisely what is now set to come to an end. It is even rumoured that EQ was originally intended as a quiet fallback option in case e-mobility flopped. The consequence of this new approach is that, in future, only the classic model designation and performance figures will appear on the rear, such as ‘GLB 400 4-Matic’ – the electric powertrain will be revealed more by the technical specifications than by the bodywork. At the same time, Mercedes is clearing up the proliferation of labels such as EQ, ‘EQ Technology’ and ‘EQ Power’.

The name change thus follows what has long been evident in the design: instead of having their own design language, the electric models are once again based on the familiar model ranges. Recognition takes precedence over differentiation – though this also means losing some of the instant visual distinctiveness that once defined the EQ range. In future, a single model range is set to offer multiple drive types without the name suggesting a parallel universe.

 
As managing director of innomark GmbH, Thomas H. Schiefer comments on brand issues currently under discussion at irregular intervals.