Mercedes’ electric vehicle sub-brand to be called EQ?

Mercedes-Benz appears to be well on track to introduce its own electric vehicle sub-brand, which will apparently be called “EQ.” The carmaker recently filed numerous trademark applications around that name, all of which were under the motor vehicle classification.

The trademarks include EQA, EQC, EQE, EQG and EQS, along with EQ Inside, EQ Boost and Generation EQ. As you can tell, the trademarks can be easily applied to the current models in Mercedes’ line-up. For instance, the EQA name fits well with the A-Class, the EQC to the C-Class and so on.

Autocar UK reports that the EQ Boost trademark could be used on hybrid models instead, in a similar fashion to BMW’s iPerformance badging for the 330e, X5 xDrive40e and 740e. As for other trademarks like Generation EQ, Generation MEQ, EQ Inside and Telligent, they appear to be supporting terms for this new sub-brand although that remains to be seen.

The upcoming Paris Motor Show is reportedly where Mercedes’ EQ sub-brand will first present itself, albeit in an electric SUV concept initially (EQB, maybe?). The model is said to be the first of four electric vehicles from the Three Pointed Star before 2020.

For now, Mercedes are keeping mum on the matter, although it has been long rumoured that the company will launch its EV sub-brand to compete with BMW’s i sub-brand, as well as Audi’s e-tron.

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