© Provided by Motoring ResearchMercedes-EQ
Mercedes-Benz has created a green car sub-brand for its pure electric line-up, called Mercedes-EQ.
The name follows the same convention as its performance Mercedes-AMG and luxury Mercedes-Maybach line-ups.
"Moving forward," a Mercedes-Benz spokesperson told Motoring Research, "our EQ all-electric models will be Mercedes-EQ models, part of the Mercedes-EQ sub-brand.
"The vehicles themselves, however, will be referred to as "EQA" or "EQS", for example.
However, as with Mercedes-AMG, it does not mean the Mercedes-Benz logo is going to disappear from Mercedes-EQ cars.
"These vehicles will have the Mercedes-Benz star and logo in places such as the steering wheel, bonnet and so forth, but also feature the EQ logo, for example on the wings.
"On the boot is the EQC naming"
Gallery: Toyota e-TNGA (motor1.com)
In a statement, the company said Mercedes-EQ "harmonises the demands of a modern generation of customers, for sustainability and emotionality with the demand for innovation.
"With its progressive sub-brand Mercedes-EQ, Mercedes-Benz AG is underlining its claim to leadership in the field of electrification and digitisation."
Luxurious EQS coming soon
Chief design officer Gorden Wagener said Mercedes-EQ stands for "progressive luxury for the future.
"We are the first automotive company and one of few luxury brands on the globe who have taken that big step towards a new understanding and approach to design and technology.
"Mercedes-EQ creates new possibilities for a promising future."
The upcoming EQS luxury EV will be the first new model launched under the Mercedes-EQ sub-brand. The firm says it is "heralding the start of a new era for the company".
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