Mercedes Sub-Brand For Electric Vehicles May Be Be Called “MEQ”
We’ve previously reported on the news that Mercedes will possibly create a new sub-brand to sell its various all-electric and plug-in hybrid cars under. While it seems a fair possibility that the company will be revealing something more about these rumors relatively soon — at an upcoming auto show, for example — those who are impatient may be interested in hearing about the company’s recent trademark application activity.
Mercedes has apparently been putting in trademark applications for a number of different monikers as of late. Auto Express provides some details, stating that, “recent trademark applications suggest that Mercedes is lining up a range of vehicles that will carry the ‘EQ’ prefix in their names — and that they’re likely to exist under a more conventional sub-brand called MEQ. The firm has asked to register everything from EQA and EQB through to EQX. It has also applied to register slogans including ‘EQ inside,’ ‘EQ boost,’ and ‘Generation MEQ;’ these would probably be used in the firm’s marketing material for the new range of vehicles.”
As would be expected, when questioned on the matter, a Mercedes spokesperson denied all knowledge of the trademarks in question or of any plans concerning a sub-brand for electric vehicles.
The earlier coverage continues, noting that, “the first all-electric vehicle from Mercedes is believed to be a saloon car called EQS; it’s a high-end rival for the Tesla Model S, and it could be previewed as early as next year — although sales are unlikely to start before 2019. It’ll sit on an all-new pure-electric platform called EVA (Electric Vehicle Architecture) that is designed to be scalable — allowing Mercedes to roll out smaller models and SUVs with relative ease as battery technology, customer demand, and production capability allow.”
How to take all of this? Who knows? But hopefully there’s some truth to it and Daimler is beginning to take electric vehicles seriously. If it doesn’t, then it’s bound to lose significant market share over the coming decade. Of course, if it is serious, it is going to run into some problems — with electric car sales likely cannibalizing gasmobile sales, and resulting stranded assets of gasmobile-related factories, machinery, personnel, etc.
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