Coexistence between electric and thermal cars is a challenge in many aspects, but one that we rarely pay attention to is the one that has to do with denominations. In pursuit of differentiating and even promoting electric cars compared to their conventional alternatives, brands such as Mercedes have opted to use specific names for their 100% electric vehicles as well demonstrated by the EQ range. But If the future of the automobile is electric and we are getting closer to that goal, what sense does it make to continue using these specific names?.
With the first presentation of the Mercedes EQC in 2016, Mercedes made the decision to create a range of electric cars in parallel., a portfolio of models that, although they would share an approach, components and even positioning with the conventional “classes” of the brand, wanted to make their commitment to electric mobility evident. So the name EQ was born for any model or engine equipped with some degree of electrificationFinding ourselves today with an offer where every “class” of Mercedes has its corresponding electric EQ alternative: Class A – EQA, Class B – EQB, Class S – EQS, Class V – EQV, etc.
Other electric ranges such as Volkswagen ID., BMW i Audi e-tron sooner or later will follow the same footsteps of Mercedes EQ
But this strategy had an expiration date, because Given the important advances in electrification that each Mercedes is undergoing in its pertinent renewal, differentiation makes less and less sense. If we add to this that the conventional denominations of Mercedes, the well-known “classes” are clearly more recognizable by the general public and that soon there will be no motor without electrificationthe existence of a specific EQ model is difficult to justify in the long term.
Thus, Mercedes would have already made the decision to eliminate the denominations from 2024. This movement will be progressive, taking advantage of the renewal of each car – together with its corresponding electrification – to simplify the offer and eliminate the current differentiation. The process will take years to be able to reach the entire range, but it will clearly make it possible to simplify the offer and will once again give all the prominence to traditional denominations.
Font: Reuters
