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When Mercedes-Benz started talking about its electrified cars and promised a sub-brand called EQ, everyone at Roadshow thought these cars would be labeled Mercedes-EQ. This would follow the model of high-performance Mercedes-AMG cars, such as the GT, and luxury models Mercedes-Maybach, as the S600. However, this was not the case. Instead, the company's new all-electric SUV calls it the Mercedes-Benz EQC, not the Mercedes-EQ C.
This distinction may seem academic and isolated, but reasoning indicates an interesting future. When I questioned Joerg Heinermann, Marketing Manager of Mercedes-Benz EQ, about this minor detail, he confirmed that the nomenclature allowed Mercedes-AMG performance cars to also carry the name of the equalizer. The most luxurious Mercedes-Maybach models will be too. "We do not exclude a combination of sub-brands," he said. "The different sub-brands must indicate details, but do not say that one excludes another."
Mercedes-Benz President Dr. Dieter Zetsche echoed this point by saying: "It's very simple: when a Mercedes is equipped with an electric motor, it's an equalizer . " He even went further by claiming that the EQ brand could actually become useless – or maybe even the main brand. "When it comes to the 100% electric point," he said, "we could abandon our sub-brand, [move] the others below. "Everything EQ? It could happen sooner than you think, with Zetsche and Heinermann stating that they believe that between 15 and 25% of all cars sold under the Mercedes banner will be EVs by 2025.
We will not have to wait long to see the first of these crossover models. Dr. Zetsche pointed out the next Mercedes-AMG One project as a first example. The next-generation hypercars engine has been dubbed "EQ Power +", but do not be surprised if we see the EQ brand a bit bigger before the car is launched on the market in 2019.
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