© Reuters. Mercedes-Benz EQ Silver Arrow is displayed at the Frankfurt International Auto Show (IAA) in Frankfurt, Germany, September 11, 2019. REUTERS/Ralph Orlowski
BERLIN (Reuters) – Mercedes-Benz is ready to drop the EQ product brand for battery electric cars as soon as the next generation of compact cars, which will be on the market by the end of 2024, German newspaper Handelsblatt said on Thursday. citing company sources.
The decision builds on Chief Executive Ola Kaellenius’s focus on electric-only cars, making the EQ brand redundant as Mercedes moves away from the combustion engine, the sources cited by Handelsblatt said.
The German automaker now markets its all-electric model series under the EQ brand, first announced in 2016, with its first model, the EQC electric SUV, launched in 2019.
Mercedes did not immediately respond to a request for comment.
