Mercedes-Benz Vision Tokyo TMS-1

Daimler is reportedly planning to launch an electric car brand to go up against BMW’s i as well as the likes of Tesla Motors. Sources have revealed that the sub-brand is set to be introduced at the Paris Motor Show in September, according to German business newspaper Handelsblatt.

Mercedes-Benz will be presenting an all-electric SUV model at the show. Based on the Mercedes-Benz GLC, the new vehicle will go on sale next year, and word is that further models are in the pipeline until 2020. Sources told the publication that the new electric brand will also be unveiled then.

The sources said that the non-executive supervisory board at Daimler will be making a decision on the introduction of the electric car brand on July 20. The report added that the automaker declined to comment on the matter.

It’ll take a fair amount of push to catch up with BMW’s i sub-brand, which has a five year head start. The brand, which was founded in 2011, currently has the i3 all-electric and the i8 plug-in hybrid in its stable.