Mercedes will use the designation “with EQ expertise” relatively than naming its EVs with separate “EQ” mannequin names, to give attention to treating them extra like regular fashions – in what this creator considers an overdue transfer.
For a few years now, Mercedes has added “EQ” to the mannequin title of its electrical fashions, as within the Mercedes EQS, EQE and so forth. It’s meant to face for “electrical intelligence,” a play on the idea of “IQ.”
The conference began with Mercedes’ EQ idea vehicles, first named as such in 2016 (particular point out right here for the superior EQA scorching hatch idea, which ended up turning into an SUV… sigh).
Since then, Mercedes has carried it over into all of its electrical fashions, treating “EQ” as a separate sub-brand or a mannequin line by itself, to tell apart it from the corporate’s staid fossil-powered choices.
However that has led to some confusion amongst consumers. With fashions named EQA, EQB, EQC, EQE, EQE SUV, EQS, EQS SUV, EQV, and EQT, it begins to appear like alphabet soup.
Mercedes observed this confusion and commented on it again in 2023, when it first introduced its plan to drop EQ branding from its mannequin names.
Mercedes consumers are used to the conference of naming automobiles with lettering primarily based on physique type and numbers primarily based on engine displacement. However for the EV line, all automobiles share the letters “EQ,” which could lead on prospects to suppose that there’s some similarity between them, and engine displacement doesn’t actually make any sense to use to an EV. So there’s room for confusion there.
As an alternative, Mercedes now says it is going to comply with the conference it established with the discharge of the electrical G-Class, which it formally calls “G580 with EQ expertise.” That “with EQ expertise” portion will stick and be carried by different Mercedes EVs, just like the upcoming electrical CLA. Plug-in hybrids will use “with EQ hybrid expertise” as their designation.
Mercedes is treating this as considerably of a compromise between dropping “EQ” fully and nonetheless sustaining continuity with its previous electrical fashions. On this means, there’s nonetheless a strategy to inform {that a} mannequin is electrical, however they are going to be handled extra like “regular” fashions throughout the mannequin vary, as a substitute of as a separate sub-brand.
Alongside these modifications, Mercedes has additionally signaled a return to extra “conventional” designs for its EVs, reminiscent of a pretend grille for the 2025 EQS and maybe much less streamlined exterior shapes for upcoming EVs.
Electrek’s Take
It’s a little bit of a mouthful, particularly on the primary out there mannequin with such naming, the G580 with EQ Know-how – however we anticipate that individuals will begin calling it “the electrical G-Class” or “G-Class EQ” (maybe an identical therapy to how folks use AMG) or thereabouts, and that as different fashions acquire the identical designation, they’ll get the identical colloquial therapy till it will definitely feels regular. (Though, we nonetheless don’t know what the “580” means in that title).
And, I’ve lengthy thought that automakers ought to do one thing like this, and deal with electrical fashions as regular fashions relatively than some overseas factor.
We’ve seen lots of odd naming conventions from automakers as they fight to determine what to name their EVs – like Audi, which initially launched the E-tron as a singular idea mannequin and later ended up utilizing it as a designation for something with an electrical motor, or BMW, which began a separate “Projekt i” sub-brand within the early days (with truly fascinating designs for as soon as), then killed it off, then introduced again the “i” to make extra conventional-looking automobiles.
My principle is that by treating fashions as one thing overseas, one thing totally different, you create an inside battle throughout the group, confusion amongst prospects, and all-in-all make the EVs appear much less like a “regular” selection {that a} purchaser might make. It virtually feels such as you’d should go to a separate dealership, speak to a separate specialist, as a way to discover an EV. It provides one other layer of friction which might push prospects away.
However EVs don’t have to be totally different and bizarre, particularly right here in 2025 the place nearly everybody at this level has seen them, taken rides in them, has a buddy who has one, or one thing of the kind. And if the whole auto trade goes to affect – which, I believe it bears repeating, is occurring and is inevitable, irrespective of who tries to cease it – in some unspecified time in the future we have to drop this concept that EVs are “one thing else” and acknowledge that they’re simply vehicles.
So, why not name EVs one thing regular? Each fuel automobile will get its personal title – Tucson, Elantra, Camry, Palisade – so why can’t EVs simply be regular too? Let’s get extra Taycans, extra Dolphins, extra Leafs.
And, that is one step alongside the way in which in direction of that for Mercedes, and that’s a superb factor. Different automakers ought to think about the identical.
Know what else isn’t bizarre or overseas? Gathering the free power that’s falling in your roof on daily basis by placing up photo voltaic panels. Discover a dependable and competitively priced photo voltaic installer close to you on EnergySage, without cost. They’ve pre-vetted installers competing for your online business, making certain high-quality options and 20-30% financial savings. It’s free, with no gross sales calls till you select an installer. Examine personalised photo voltaic quotes on-line and obtain steering from unbiased Vitality Advisers. Get began right here. – advert*
FTC: We use earnings incomes auto affiliate hyperlinks. Extra.
