Mercedes-Benz Shifts EV Branding Strategy, Moves from EQ to “Electric”

Mercedes-Benz plans to launch dozens of new or updated models by 2027, covering combustion, hybrid, and fully electric powertrains.

Mercedes-Benz is set to gradually retire its EQ sub-brand, with future electric vehicles adopting a straightforward “Electric” naming convention, such as “Electric CLA” and “Electric GLC,” according to Markus Schäfer, Mercedes-Benz Chief Technology Officer, in an interview with Newsweek.

The EQ label was originally launched at the early stages of Mercedes’ electrification strategy. However, as EVs become more common and visual differences between electric and combustion-engine vehicles narrow, consumers are increasingly aware of drivetrain distinctions.

Mercedes believes there is no longer a need to differentiate its electric models through a separate EQ sub-brand.

The shift in naming strategy has been hinted at for some time. In February, Mercedes announced plans to introduce fully electric versions of the C-Class, GLC, S-Class, and E-Class, while some models had previously carried the “with EQ Technology” suffix, such as G 580 with EQ Technology and GLC 400 4Matic with EQ Technology.

However, this nomenclature was considered cumbersome and less effective for marketing purposes.

Market performance has also highlighted the challenges facing the EQ lineup. Models including the EQA, EQB, and EQE have struggled to match the competitiveness of Mercedes’ combustion-engine counterparts.

In China, monthly sales of these EVs have long remained in the low hundreds. In August alone, EQA sold 194 units, EQE 142 units, and EQB 294 units—far behind comparable offerings from Tesla and BMW.

Compounding the challenge, the EQC previously faced a collective owner protest over motor malfunctions, leading Mercedes to expand recalls of the EQA, EQB, and EQC in 2022.

These issues not only undermined consumer confidence but also weakened the EQ brand’s position in the electric vehicle market.

Mercedes’ electrification strategy is undergoing a broader adjustment. The company plans to launch dozens of new or updated models by 2027, covering combustion, hybrid, and fully electric powertrains.

Currently, the Mercedes website still lists future models such as “2027 GLC with EQ Technology,” indicating that the renaming process will not be immediate.

Schäfer emphasized that the transition timeline will be determined by the marketing department, but the direction is clear: Mercedes’ focus will no longer be on promoting the “EQ” badge, but on establishing its electric vehicles as competitive offerings in their own right.