Mercedes-Benz makes a drastic decision for its EV division

Mercedes-Benz has decided to eliminate the use of the designation ‘EQ’ for its electric vehicles, opting for the phrase ‘with EQ technology’ to identify them within its model line.

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This decision aims to simplify the naming of its electric cars, which until now has caused confusion among consumers due to the extensive and similar terminology used, such as in the models EQS, EQE, and EQB, among others.

The brand had introduced the ‘EQ’ nomenclature in 2016, originally as a symbol of “electric intelligence,” but over time, the saturation of model names derived from this concept began to resemble a “letter soup.”

Goodbye to the Mercedes EQ, they say goodbye to the nomenclature that has been around for almost 10 years

The company has received feedback from its customers regarding this confusion and has made the decision to address the issue, reformulating its naming strategy. In this way, electric vehicles will be treated more similarly to traditional internal combustion models.

In addition to this name change, Mercedes has announced a return to more conventional designs for its electric vehicles, such as the inclusion of a fake grille in the 2025 EQS and the adoption of less aerodynamic shapes in future models.

This return to tradition reflects an attempt to reduce the perception of conflict and friction that some consumers feel when considering electric mobility.

Mercedes follows the trend observed in other brands like Audi and BMW, which also dealt with their own challenges in the naming of their electric vehicles. The decision to introduce more familiar and accessible names for Mercedes’ electric cars could mark a turning point.

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Additionally, it could open the door for other manufacturers to reconsider their own naming practices in a sector that continues its evolution towards electrification.