Mercedes-Benz Launches New ‘EQ’ Brand for Electric Cars
Mercedes-Benz has unveiled a new sub-brand for electric cars that is set to challenge BMW’s “i” division.
Dubbed EQ, which stands for “Electric Intelligence”, the new brand will serve as an “ecosystem” for all of the German carmaker’s future electric mobility-related products and services. The spectrum ranges from electric vehicles to wallboxes and charging services to home energy storage units.
The new brand launch has been accompanied by the reveal of a close-to-production battery-electric concept vehicle called “Generation EQ”; the latter also ushers in a new styling philosophy, which design boss Gorden Wagener describes as “electro-aesthetic”.
Mercedes-Benz says the first series-produced EQ model will be launched in the SUV segment before the end of this decade.
Speaking at the 2016 Paris Motor Show, company boss Dr Dieter Zetsche, said: “The mobility of the future at Mercedes-Benz will stand on four pillars: Connected, autonomous, shared and electric. ‘Generation EQ’ is the logical fusion of all four pillars.
“The emission-free automobile is the future. And our new EQ brand goes far beyond electric vehicles.”