The upcoming Mercedes-Benz electric vehicle sub-brand could be based around the letters EQ, if a trademark filing in the UK proves to be an accurate reflection of the car maker’s intentions.
According to Autocar, the German luxury maker has filed applications for a clutch of new models, including the EQA, EQC, EQE, EQG, and EQS.
The magazine also says that Mercedes-Benz has applied for the terms EQ Boost, EQ Inside, Generation EQ, and Generation MEQ. It’s likely that EQ Boost branding will analogous to BMW’s iPerformance sub-brand, which is used on the 330e and 740e plug-in hybrid models.
Above: Mercedes-Benz B-Class Electric Drive.
A report in the German press in June stated that Mercedes-Benz was considering a dedicated electric vehicle brand or sub-brand to take on Tesla. This trademark filing, though, suggests that Mercedes-Benz has its eyes fixed on its German competitors, the BMW i and Audi e-tron sub-brands.
If true, the EV sub-brand will likely be launched at this year Paris motor show in October with a concept car pointing the way to a GLC-based electric SUV, which will go on sale some time in 2017. The GLC-based vehicle is said to be the first of four EVs due by 2020.
As with all news regarding patent filings, a word of caution: just because a company files an application for a name doesn’t mean that it will use it.
The company might change its mind, or is filing applications just in case. It could also be a deliberate red herring to throw the media and competitors off the beaten track.