Summary
– Mercedes is making a shift from the “EQ” family of electric vehicles to keeping the iconic names of their car classes and adding “with EQ Technology” to the end
– The company recognized that the current ‘EQ’ naming system had put off traditional Mercedes buyers and was not working effectively
– This change is aimed at making EVs feel more familiar by using the well-known class names like E-Class, C-Class, and S-Class
– Current models like EQE and EQS will maintain their names, while upcoming models will be labeled with the class name followed by “with EQ Technology”
– Other car manufacturers like BMW and Audi are also facing naming challenges with their electric vehicles, and it remains to be seen how long their current approach will last.
Article
### Mercedes Transitioning to Classic Names with EQ Technology
Mercedes-Benz is saying goodbye to the “EQ” family of electric vehicles and sticking with iconic names like S-Class, E-Class, and G-Class for future EVs. The current EQ branded EVs have been polarizing, and Mercedes is opting for a new naming strategy that retains the familiar “class” names while adding “with EQ Technology” to signify the electric aspect.
### Future EV Nomenclature for Mercedes
Mercedes is transitioning to a new naming system that focuses on the technology inside the vehicles rather than introducing awkward names like “AMG EQS SUV.” Britta Seeger, a Mercedes AG board member, confirmed this new strategy that will apply to upcoming models like the electric CLA Concept. The aim is to keep the recognition of the classic Mercedes classes while highlighting the advanced technology integrated into the vehicles.
### Challenges with Current Approach
Mercedes has faced challenges with its current approach to EV branding. The EQ branded cars have not resonated well with traditional Benz buyers, leading to a shift in strategy. The company’s decision to remain true to the iconic class names with the addition of EQ Technology signals a departure from the divisive EQ family of electric vehicles, aiming for a more familiar and appealing naming system.
### Retaining Brand Equity
Maintaining names like S-Class, E-Class, and G-Class, which have built brand equity over decades, is crucial for Mercedes. While other automakers may opt for renaming models with the transition to electric powertrains, Mercedes values the heritage and recognition associated with its timeless class names. This decision aligns with BMW’s strategy to retain familiar model names like the 3 Series and X3 on the upcoming Neue Klasse platform.
### Audi’s Approach and Industry Trends
Audi, like other automakers, has faced challenges in transitioning to electric vehicles. The company is choosing to designate even-numbered models as electric, such as the A4 and Q6, while odd-numbered models remain combustion-powered. However, this approach may introduce confusion among consumers. Mercedes’ decision to focus on classic model names with the addition of EQ Technology presents a more straightforward and recognizable system.
### Preview of Mercedes’ Future Electric Vehicles
The introduction of the G-Class with EQ Technology serves as a preview of what to expect from Mercedes in the electric vehicle segment. The new naming strategy blends tradition with innovation, highlighting the technological advancements while maintaining the legacy of classic class names. As Mercedes moves towards a fully electric lineup, this shift in naming conventions reflects the company’s commitment to delivering vehicles that resonate with both existing and new customers.
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