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    New Trademark Filings Possibly Give A Clue To Mercedes' EV Subbrand


    • Is it EQ?

    Earlier this week, we reported on the rumor that Mercedes is planning a new subbrand for electric vehicles that might launch towards the end of the decade. Now, Autocar has found a number of trademark applications by the German automaker possibly revealing the name of this new subbrand.

     

    The applications filed in the United Kingdom revolve around the letters EQ and includes such names as,

    • EQA
    • EQC
    • EQE
    • EQG
    • EQS
    • EQ Inside
    • EQ Boost
    • Generation EQ


    Autocar speculates some of the names could be used for electrified versions of current models (ex: EQC for C-Class). EQ Boost might be used for hybrid models.

     

    We know Mercedes is planning to show an electric SUV concept next month at the Paris Motor Show. This might be where we learn if EQ is the name or not.

     

    Source: Autocar

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    :puke: Really MB, that is the best naming series you can come up with. :puke: 

     

    I am so over this minimalist labeling of auto's.

     

    Chevy BOLT far Superior name to the i3, i8, and now EQA, EQE.........

     

    :puke:

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    EQ... Not sure how I feel about that.. I could see maybe an "e" next to the letters they already have now like a Ce300 or C300e.

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    ^ That would make the most sense within the MB scheme ('C300e') except supposedly Daimler is going to create a separate line of sedans & CUVs rather than use the existing lines. 

     

    Wonder how they'll combine sales numbers on this….

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    But they already have a C350e, GLE550e, and S550e on sale right now so they can't just add an e to the end of existing names.  They have to do something new unless they go 1930s style and go with names like 540k or 770k and use a number for kilowatt power of the motor.  But then how do you differentiate body styles with the same power.  EQE or EQS at least lets them segment their electric cars to the existing line.  I don't really like the Q.  Might as well just do EV-E, EV-S, etc.

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    Might as well just do EV-E, EV-S, etc.

     

    Totally agree with you on this, best common sense and ease of communication and marketing, use the EV and the existing letter to clearly define the auto level and that this is an electric.

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    But what do you finish the name out with? Can't go with "EV-E400" - that's ridiculous.

     

    MB just realigned their nomenclature to attempt to make things more clear. It didn't, but OK.

    If they use kw's like smk suggested (tho that's a bit too much of a straight-up copy IMO), they can't use "EV-E60"; it's also ridiculous. MB's naming scheme is confusing enough already & people are just going to be more confused.

     

    Maybe "EV60", "EV70" etc, "E400" and "E63 AMG"…. God, that still sucks. 

     

    What a hot mess.

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    Perhaps they leave numbers off the electric car names.  And just make EQE, EQS, etc and then just put a number on the trunk for battery pack size.  Like Tesla puts 70, 85, 90 on the trunk, but they are all just called Model S.  Or like how a lot of cars will have a 2.0t or 3.0t badge on the trunk, but the model name is the same, or an Accord might say EX or LX on the trunk.  

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    But that's not the mercedes scheme, and they just doubled down on the scheme they DO use.

    EQE, EQS…. what are those names supposed to mmeeeaaann??

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    I personally was thinking along this line:

     

    C300-ev

    S550-ev

    E63-ev

     

    Keeping the family name as is, but tagging ev onto the end of it to define that the auto is pure electric.

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    The problem with the above is MB defines those numbers as referring to displacement (even tho, for example, the 'S550' is actually a 'S470').

    The EV has no displacement!

     

    S550-EV would imply the car has both a (4.7L) ICE AND an Electric Propulsion system. 

     

    Maybe the least egregious method is 'S-EV'. 

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    But the electric cars are also not E-class or S-class cars. These are brand new models, new chassis, new interior, etc. Mercedes has 3 plug in hybrids now with 7 more coming. The C300e and S550e are already on sale, they can't make a 2nd and totoly different car with that same name. This isn't Hyundai Genesis sedan and coupe with 2 products and 1 name. The EQS would have less in common with an S-class than a GLS does with an S-class.

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    Why??

    Why another string of sedans & CUVs just with EV? 

    If the self-proclaimed 'best' engineering of MB is ultimately planning on going all EV (according to your prediction, in a few decades), are they going to just drop all the ICE model lines eventually?? No more 'S-class'?

     

    Or, should not MB try to incorporate Electric Propulsion into the core model lines, with the thinking that higher & higher percentages will go with the EP option and the core model lines can go on into the future? This makes a LOT more sense, will save Daimler billions, and insure the continued equity of the model names. The alternative, seemingly, is only because they can't figure out a "logical" naming convention. That's just stupid.

     

    MB can only fracture their catalog into so many dozens of paper-thin slices...

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    But if GM is going to move toward EV cars, why make a Volt and Bolt?  Why not just make a Pure EV Malibu, Pure EV Cruze and cancel the Volt and Bolt right now.  Mercedes is doing nothing different than Nissan did with the Leaf, or Chevy did with Bolt.  Mercedes is making a new model that is electric only.  Probably by 2025 every Mercedes will be a plug-in hybrid, and then I'd guess there will be pure electric versions of E-class, S-class, etc as technology changes.  I am thinking in 2050 Mercedes and most car companies might just have electric cars.  But that is a long way from now, EVs are still a niche product.

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    But GM is the Corp that dumps models names with regularity. And GM sucks, right- who wants to follow their lead? ;)
     

    Here MB is potentially creating a parallel line of EV vehicles, at which point the ICE models & that entire naming convention will likely be killed off.
    I'm just saying it seems that's what MB is setting up.

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    There is a Malibu and a Bolt.  There will be an E-class and an EQ-whatever.  Same difference.  MB isn't going to kill the E-class, they'll add more hybrids over time, and the day the gas engine dies, the E-class will soldier on with electric only.   No one is saying that Bolt means death to the Malibu or Cruze or Equinox.  They can co-exist.  

     

    We just need Mercedes to build this and it's go time!  Maybe they can do it in gas and electric.

    Mercedes-maybach-coupe-teaser-front.jpg

    Edited by smk4565
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    So we're acknowledging here… that Chevrolet & Mercedes, both clearly & unabashedly mainstream, mass-market, full-line brands, are following the same path in this case, with Chevrolet in the lead. Got it. ;)

     

    - - - - -

    Per your above post, I've not heard that the Bolt is meant to replace the Malibu in any way, and indeed the Bolt is notably smaller. 
    Whereas with MB, the premise -at least as how it's been presented here- is that there's clearly 5 model names above, not one or 2, and MB doesn't have 5 empty slots in it's catalog of 101 models. That would mean these EV 5 are parallel models, duplicates (in size/class) to the existing models. 

     

    Bolt may well be a duplicate of the Spark currently, I don't know their specs offhand, but like I said, Chevy would drop 'Model A' in a heartbeat, and likely will. I seriously doubt the long-term plan is to retain all 4 of the Sonic, Spark, Bolt & Volt.

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    Not mass market, but both brands can introduce an EV and give it a new name.  Why didn't Chevy just call the Bolt the Spark EV and charge $39,000 for a Spark?  Clearly that would not be the right way to go, that is why Mercedes isn't going to make an E500-E and charge $125,000 for it.  Mercedes is supposed to have 2 crossovers and 2 sedans that are electric.   Tesla is making a Model Y small SUV to complete the S3XY line up as Elon says, I'd imagine the 4 Mercedes products will be very similar in size to those 4.   This is all part of the grand plan to dominate the luxury segment.  The C-E-S classes fight BMW and Audi, they made the AMG GT to take on the Porsche 911, the EV line will take on Tesla, the Maybach to go against Bentley.   They want to take them all on.

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    So MB is going to benchmark the current/future 4 Tesla models. That would mean an electric sedan in the size/tier as the Model S…. but MB already has at the S-class in that tier.
    They are going to split their S-class base as some undoubtedly will go for an EV 'S' class. They'll spend a billion or so, have a duplicate size/position model to it's own s-class.

    That makes no sense. 

     

    MB should just drop the S550 for the new 'S-EV', leaving the S600 for those that still want to burn gas. 

    Bring it out in the next generation on a common platform, and make the S-class both stronger in the short-term and insure it's longevity in the long term.

     

    - - - - -

    Also, I am shocked, SHOCKED I TELL YOU regarding your position here; that 'Chevy does it, so it's OK if Mercedes does it too.' 

     

    Wow. That's VERY unlike you, smk. Did your fish go belly up this weekend- you're off your MB game.

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    Nissan made the Leaf, BMW made the i3, in a different way Toyota made the Prius rather than a Corolla hybrid.    Many car makers have introduced an all new model as their "green" vehicle.  This is a new product for a new segment, it gets a new name.

     

    The Tesla Model S is the size of a CTS though, the S-class is way bigger than a Model S and the S-class burns gas.  Maybe they lose some sales, but how many have they lost to Tesla, or could they lose to an Audi A8 E-tron or something?  They can steal sales back from Tesla now, prevent them from stealing future sales.  We also don't know anything about how they will price these electric Mercedes or how fast they might be.  But Mercedes doesn't want to get caught with their pants down with no EVs when the market takes off.  Sort of like how Cadillac is starving for crossovers right now, Mercedes was ready for the crossover craze, perhaps they invented the luxury crossover craze with the ML in 1997.  But when crossovers got hot, they had 4 of them to sell, when EVs get hot, they'll have 4 to sell while the other guys are playing catch up.  Always one step ahead.

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    Except with EVs, they are way behind there.

     

    Size is not important; tier/class of vehicle is. There the Model S & S-class compete head-to-head… except the problem for MB has been proven that it can be unseated in sales (YOU care about this, I do not).

     

    And again, some folk expect MORE from MB, rather than a 'we'll get around to it eventually' approach, and then when they do, a 'it's good enough for nissan & Chevrolet, it's good enough for us' approach.

     

    - - - - -

    Like I've said numerous times, a modular platform which allows either an ICE or EP is the wave of the future and makes transitioning between the 2 mode seamless.

    The first brand to nail this has paved it's own way into the future. It just won't be mercedes from the sound of it.
     

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    Nissan made the Leaf, BMW made the i3, in a different way Toyota made the Prius rather than a Corolla hybrid. Many car makers have introduced an all new model as their "green" vehicle. This is a new product for a new segment, it gets a new name.

    The Tesla Model S is the size of a CTS though, the S-class is way bigger than a Model S and the S-class burns gas. Maybe they lose some sales, but how many have they lost to Tesla, or could they lose to an Audi A8 E-tron or something? They can steal sales back from Tesla now, prevent them from stealing future sales. We also don't know anything about how they will price these electric Mercedes or how fast they might be. But Mercedes doesn't want to get caught with their pants down with no EVs when the market takes off. Sort of like how Cadillac is starving for crossovers right now, Mercedes was ready for the crossover craze, perhaps they invented the luxury crossover craze with the ML in 1997. But when crossovers got hot, they had 4 of them to sell, when EVs get hot, they'll have 4 to sell while the other guys are playing catch up. Always one step ahead.

    How can they be one step ahead when they are clearly starting four steps behind, hence the need to compete with Tesla?

    Edited by surreal1272
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    Mercedes is on pace to sell 2 million cars this year, Tesla like 50,000. And Tesla has lost money 13 quarters in a row. Mercedes doesn't fear Tesla now they fear what Tesla could be in 2025. And Europe is more green concious than we are here, and they are more likely to buy German. They can keep Tesla as a small player in Europe even if Tesla grows big here.

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    If Mercedes management doesn't see Tesla as a threat RIGHT NOW and is planning on answering in 2025, they've already lost.

    Model S is handily outselling the S-class in the U.S. already.

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    They are starting now, thus the 4 EVs that will be on sale in the next couple years.  I don't see Cadillac or Lincoln with any electric cars.  Is Cadillac going to build 4 electric cars?   Tesla is a good car because it has zero pollution and is wicked fast.  These are traits of electric cars, that Mercedes can easily copy. What Tesla can't copy is the Mercedes interiors, build quality, etc.  Even though Tesla uses Mercedes switchgear in all their cars.  Tesla might be selling because it is the only came in town, then buyers have to pick between Tesla, Audi, BMW, Mercedes, maybe that isn't such an easy win for Tesla.

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