Mercedes planning to discontinue EQ
Technology
Chief Executive Kaellenius' concentration on electric-only vehicles rendering EQ brand obsolete
(Reuters) - Mercedes-Benz is planning to discontinue the EQ product name for battery-electric vehicles, according to German newspaper Handelsblatt report on Thursday.
According to the sources quoted by Handelsblatt, the decision was made due to Chief Executive Ola Kaellenius concentration on electric-only vehicles which rendered the EQ brand obsolete as Mercedes turned away from the internal combustion engine.
EQC electric SUV, the company s debut model, was released in 2019. The German automaker currently offers its all-electric model line under the EQ brand which was initially introduced in 2016.
According to a representative for Mercedes EQ products, the company is a key player in the electromobility plan of the automaker.
The spokesman stated, "We will change the placement of the cars and thus the usage of the name in step with the times with the objective of our parent brand Mercedes-Benz becoming totally electrified by the end of the decade, but it is too early for details at this time."
