Over the past few years, the industry has experienced a real hot mess with regard to EV names and branding in general. However, Mercedes hasn't been among the worst violators in this regard. Even though "EQ" isn't the best brand out there, once you understood how it was employed, it made sense. The letter after the "EQ" stood for an electric Mercedes, and it led back to the conventional "Klasse." EQS for the new, electric S-Klasse, EQA for the new A-Klasse, etc.
However, the business is reportedly now planning to remove the "EQ" prefix from future EV vehicles. There won't be any more Mercedes EQs starting at the end of 2024, according to the German newspaper Handelsblatt (via Reuters).
According to reports, the company's decision to focus exclusively on electric vehicles has rendered the EQ designation unnecessary. There is no use in differentiating electric Mercedes vehicles with the additional EQ brand if electric vehicles are the only vehicles Mercedes will sell. This makes excellent sense, especially given Chief Executive Ola Kaellenius' concentration on electric-only vehicles.
It resembles a typical PR non-confirmation confirmation (akin to the also classic non-denial denial, but in reverse). You therefore have just under two years to permanently break any emotional associations you may have formed with the letters E and Q in relation to high-end German luxury electric cars.
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