Due to poor sales, Benz no longer uses the EQ name for electric cars

JohnFeb 26, 2025, 04:57 PM

[PCauto] Benz has recently made a major strategic decision regarding its electric vehicle business: it will no longer follow the “EQ” series naming convention.

Benz once launched the “EQ” series with great ambition, aiming to carve out an exclusive niche for electric vehicles—distinguished by a distinctive approach in naming, design, and technology. The “EQ” prefix quickly communicated to consumers that a model was purely electric. In terms of design, EQS featured a closed grille and ultra-streamlined contours that evoked a futuristic, high-tech aura, while on the technology front, early models leaned heavily on converting gasoline vehicles to electric before Benz committed significant resources to developing a brand-new electric architecture.

However, market feedback proved less than impressive. According to delivery data, 2024 turned out to be a harsh winter for the EQ series, with global deliveries totaling only 185,100 units—a steep 23% drop compared to the previous year. In China, the world’s largest new energy vehicle market, the EQ series experienced an especially tepid reception, with several models registering monthly sales of fewer than 1,000 units—a stark contrast to the robust performance of Benz’s traditional gasoline models.

A closer look at the issues reveals the pitfalls of the early “gasoline-to-electric” approach. Simply retrofitting a gasoline car’s architecture with an electric powertrain resulted in limited range, high energy consumption, and compromised interior space due to inefficient battery placement. For instance, EQC’s minimum ground clearance of 144mm not only hampered everyday drivability but also raised consumer concerns about battery safety. Combined with multiple recalls for electric motor coolant leakage between 2021 and 2022, Benz’s brand image suffered significantly.

In terms of design, the EQ series also found itself in an awkward position. Its overly avant-garde and aggressive styling clashed with the timeless, refined image historically associated with Benz, while emerging EV consumers felt it fell short of genuine innovation.

In response, Benz has decisively shifted its strategy. Under the new naming system, the upcoming pure-electric CLA will be designated as “CLA with EQ Technology” rather than carrying the standalone “EQ” name, and plug-in hybrid models will sport the “EQ Hybrid Technology” badge. This change de-emphasizes a separate brand identity in favor of highlighting technological integration. The design direction is also moving back towards mainstream aesthetics, with new electric models incorporating more classic elements from Benz’s gasoline lineup to ease the consumer transition. Technologically, Benz is advancing a strategy that leverages shared components—over 40%—between its MMA electric architecture and the MRA combustion platform, a move anticipated to reduce costs and enhance production efficiency.

In the long run, this strategic realignment is poised to have far-reaching implications. Although consumers may require time to adjust to the new branding and image of Benz’s electric vehicles—and short-term sales fluctuations may be inevitable—the integration of brand resources, unified design, and harmonized technology is expected to help reestablish Benz as a symbol of “electric luxury.” With plans to launch 36 new models by 2027, including 17 electric vehicles, Benz’s dual-track strategy embracing both gasoline and electric power could well restore its competitive edge.

# Industry trends

If any infringement occurs, please contact us for deletion

Follow Us

Facebook

Trending News

Proton X70 interior design fully revealed: Suitable for both home and business use

Proton X70 interior design fully revealed: Suitable for both home and business use

【PCauto】Proton X70, with its outstanding design, rich features, and affordable price, has quickly become a popular choice in the mid-size SUV market. As a C-segment SUV, the Proton X70 not only showcases modern and sporty aesthetics in its exterior, but its Proton X70 interior is also centered on "modern technology and comfortable experience," offering a high-quality driving environment.Whether for family users or business professionals, the Proton X70 can meet diverse needs. Next, we will compr

JohnJul 7, 2025
Proton Saga Interior Review: Affordable Yet Stylish for Everyday Use

Proton Saga Interior Review: Affordable Yet Stylish for Everyday Use

【PCauto】The Proton Saga has been a household name in Malaysia since 1985. Known for its affordable pricing and reliable performance, it remains a top choice for budget-conscious drivers. As an A-segment sedan, the Proton Saga delivers strong value across key areas like comfort, safety, and everyday practicality. Whether you're commuting to work or heading out with the family, the Proton Saga interior offers just enough space and features to keep things simple and efficient.

WilliamJul 17, 2025
All-New Perodua Bezza Coming 2025: Built on Advanced DNGA Platform

All-New Perodua Bezza Coming 2025: Built on Advanced DNGA Platform

html 【PCauto】Perodua has officially confirmed this year that it will launch a "fully redesigned model" (Full Model Change, FMC) within the year. FMC represents a comprehensive redesign of an existing model. Based on product life cycle analysis, among models like Axia, Bezza, Myvi, Alza, Ativa, and Aruz, excluding the relatively newer Axia, Alza, and Ativa as well as the seemingly shelved Aruz, Bezza and Myvi become the main candidates for a facelift.The Myvi underwent an update in 2023, while th

LienJun 4, 2025
Tesla Ordered to Refund $10,600 per Owner over HW3's Incompatibility with FSD Upgrade

Tesla Ordered to Refund $10,600 per Owner over HW3's Incompatibility with FSD Upgrade

【PCauto】 The California court has ruled against Tesla in a recent class-action lawsuit, ordering the company to pay $10,600 to some early owners who bought the Full Self-Driving (FSD) package. Tesla will also need to cover legal costs. The case was brought by owners who say the company never delivered the FSD features it had promised.

RobertJul 8, 2025
2025 Proton X50 Facelift: Major Upgrades & Possible 4-Cylinder Engine!

2025 Proton X50 Facelift: Major Upgrades & Possible 4-Cylinder Engine!

html [PCauto] The 2025 Proton X50 facelift is expected to hit the market in the third quarter. As Proton's core product in the B-segment SUV market, the new model will face challenges from competitors like the Honda HR-V. According to information, this facelift will feature comprehensive upgrades, particularly in design and powertrain, aligning closely with Geely China's Binyue L.To be modified based on the appearance of the Binyue LThe new front fascia will depart from the current mesh grille d

RobertJun 13, 2025
View More