Campaign for the Mercedes EQA
By turning away from the combustion engine, a separate electric brand is no longer necessary.
(Photo: Daimler AG)
For Mercedes-Benz, luxury has many facets. In order to cannibalize all of them economically, the carmaker has grouped a number of sub-brands around the star logo in recent decades. The AMG tuning subsidiary is intended to convince sporty drivers, the G-Class stands for the upper class off-road and Maybach for particularly opulent travel.
The electric brand EQ, on the other hand, is comparatively new. The name stands for “Electric Intelligence” and has been used since 2019 for the type designations of the all-electric Mercedes models – from the compact EQA to the top-of-the-range EQS sedan. But that is likely to change soon. From 2024, all new Stromer with a star should do without the additional logo, the Handelsblatt learned from corporate circles.
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