Mercedes-Benz is making a significant change to how it names its electric vehicles, opting to remove the 'EQ' branding. This decision, announced by CEO Markus Schäfer, signifies a move towards a more straightforward and integrated approach for its electric lineup, as the company believes consumers now have a clearer understanding of EV technology.
Mercedes-Benz Simplifies EV Nomenclature at IAA Mobility Show
During the IAA Mobility show in Munich, Germany, on September 11, 2025, Mercedes-Benz CEO Markus Schäfer confirmed the company's plan to discontinue the 'EQ' designation for its electric vehicles. This strategic shift means that new electric models, including those previously anticipated to carry the 'EQ' prefix like the EQS, will now simply be identified as 'Electric' versions of their respective classes. For instance, the electric G-Class, which was previously known as the G 580 with EQ Technology, will simply be referred to as the 'G 580 Electric' or similar, streamlining its identity within the brand's portfolio.
Schäfer elaborated in an interview with Newsweek that the initial purpose of the 'EQ' brand was to differentiate Mercedes' early electric offerings. However, as electric vehicles become more commonplace and visually similar to their combustion-engine counterparts, this distinction is no longer deemed necessary. The company's marketing department is now tasked with implementing this change across its future vehicle lines, reflecting a belief that simplicity will better serve consumers in the evolving automotive landscape.
This move highlights a broader trend in the automotive industry: as electric vehicles become mainstream, manufacturers are increasingly integrating them into existing product lines rather than segregating them under distinct sub-brands. This strategy aims to reduce consumer confusion and make the transition to electric mobility more seamless, aligning with the growing demand for EVs, particularly among younger buyers.
This strategic shift by Mercedes-Benz to simplify its EV naming convention offers a valuable lesson in brand communication and market adaptation. In an rapidly evolving automotive landscape, clarity and straightforwardness can be more effective than complex branding. By dropping the 'EQ' moniker and simply designating vehicles as 'Electric,' Mercedes is not only making its product lineup more intuitive for consumers but also acknowledging the growing maturity of the EV market. This pragmatic approach suggests that sometimes, the most effective solution is the simplest one, paving the way for broader acceptance and easier understanding of new technologies.