Mercedes will drop “EQ” branding from EV names in 2024
Mercedes is going to drop the “EQ” branding from the names of their electric cars as early as 2024, citing confusion from customers, as reported by Handelsblatt.
In recent years, Mercedes has branded its electric offerings and concepts with an “EQ” badge, meant to stand for “electric intelligence” in a riff on the concept of “IQ.”
So far, each of Mercedes’ EVs have included the letters “EQ” in their name.
This seems simple enough, but eventually you end up with alphabet soup. In various regions, Mercedes sells or will soon sell an EQA, EQB, EQC, EQE, EQE SUV, EQS, EQS SUV, EQV, and potentially an EQG and EQT.
Most Mercedes models have stuck with a model designation based on size or body type, but EQ models designate themselves based on electric drive. This could lead customers to think that EQ models have something similar in terms of size or body type, when in fact the EQT and EQA have nothing in common except powertrain.
And Mercedes’ gas vehicles don’t use lettering based on powertrain, so why should the electric models do so? It’s not consistent with the rest of Mercedes’ branding.
Especially given the future of the company. Mercedes has already declared death of the internal combustion engine, and after 2025, every new vehicle architecture it introduces will be electric.
The timeline for retiring the EQ brand meshes with this electric-only timeline. Mercedes says that the first non-EQ electric model they introduce will be their next generation of compact cars, which should be on the market in late 2024.
Electrek’s Take
To me, this is a good and overdue move.
As far as I’m concerned, almost every electric model name out there currently is bad or confusing in some way or another. Either they take the same name as a gas model (Niro, Kona), confuse model names with sub-brand names (Ioniq, e-tron), silo electric vehicles into a sub-brand which could be killed off (BMW i), or have long and ridiculous names which are impossible for the consumer to understand at a glance (2023 BMW X5 xDrive45e Sports Activity Vehicle®).
All of these, I think, are an indication of an automaker not taking electric models seriously in some way or another. Gas models don’t get this treatment (ok, so in BMW’s case they do) – they usually get a regular model name, distinct from other models, treated and advertised as its own program by the automaker. Malibu. Corolla. Integra. Expedition. Tucson.
Why can’t we get more electric models like that? One of few models from an incumbent manufacturer that fits this naming convention is the Porsche Taycan. It’s a real car with a real model name treated as something distinct by the company that makes it. Do more of that.
Mercedes doesn’t really use this sort of designation for any of their vehicles, to be fair. They mostly stick with letters and numbers for their gas models as well. But having an “EQ” sub-brand still inspired some skepticism from me after seeing what BMW did with their “i” sub-brand.
BMW was ahead of the curve with EVs, with the Mini E, ActiveE and BMW i3 all released quite early in the game. But then they just… stopped. Nothing was done with the “i” brand for several years, and internally the whole department was de-emphasized. This even ended up leading to former CEO Harald Kruger’s resignation – rumors were, he came in with electrification as a priority, but executives under him came together and refused to cooperate, and he was unable to overpower them.
So this is the worry about companies siloing their EV development into its own department. If they do this, it’s entirely possible for some misguided executive(s) to push to defund that department, as we saw in BMW, and I worry that that’s possible with other companies as well. Ford was hailed for its “Team Edison” strategy, which works well as long as Jim Farley is here to push electrification, but what if a less-electrifying executive comes to the head? Could Edison be killed off?
So really, to me, the best solution is to just stop trying to get clever with EVs and treat them like you would treat any other model program. Take them seriously. Stop messing around. And it looks like Mercedes is doing this, which is good.
Unfortunately this also means that Mercedes will end up selling some EVs that are EQ-branded while selling some EVs that are not EQ-branded during the transition to this new system, which may lead to even more confusion in the meantime – much like Audi’s transition between using e-tron as a model name for their first electric SUV and their current status using e-tron as a designation for all of their electric models. But in the long term, treating EVs like normal models, like they should have done in the first place (*ahem*), will make things much easier on everyone.
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Environment
Uber launches true driverless robotaxi operations in the Middle East with WeRide [Video]
![Uber launches true driverless robotaxi operations in the Middle East with WeRide [Video]](https://i0.wp.com/electrek.co/wp-content/uploads/sites/3/2025/11/Uber-Middle-East-WeRide.jpg?resize=1200,628&quality=82&strip=all&ssl=1)
Just over a year after Uber announced a strategic partnership in the Middle East with autonomous vehicle specialist WeRide, the companies have officially begun offering the public robotaxi rides without a driver or safety operator present on board.
Today’s latest milestone involving robotaxi operations in the Middle East dates back to September 2024, when Uber and WeRide initially announced a strategic partnership to bring autonomous rides to the UAE.
Three months later, the partner officially launched autonomous rides in Abu Dhabi, but with a safety operator present in the vehicle. At the time, Uber and WeRide said the supervised rides were “laying the groundwork” for a true driverless commercial operations planned for 2025.
That day has come.
WeRide and Uber have confirmed that commercial robotaxi operations are officially underway in Abu Dhabi without any safety operators on board – a first for the Middle East.
Uber rolls out Middle East robotaxi operations in Abu Dhabi
Uber shared details of its latest milestone late this evening or in the afternoon in the Middle East, depending on where you are.
Beginning today (Wednesday) customers in Abu Dhabi can select an UberX or Uber Comfort ride that enables them to be matched with a fully autonomous WeRide robotaxi without a driver inside. Riders in the Middle East can also increase their chances of hailing one of these driverless rides by select the “Autonomous” option in the Uber app.
In order to qualify, the prosepctive rider’s route must be part of WeRide’s operating territory in Abu Dhabi and a dedicated WeRide GXR Robotaxi vehicle (seen in the featured image above) must be available.
Similar to Uber’s partnership with Waymo in Austin and Atlanta, the global rideshare network will oversee fleet operations for WeRide vehicles, handling end-to end rider support. It has tapped Tawasul Transport to facilitate vehicle cleaning, maintenance, inspections, charging, and depot management. WeRide will remain responsible for vehicle testing.
As you may recall last spring, Uber and WeRide announced an expansion to their strategic partnership beyond the Middle East (although Dubai will be the city for its next robotaxi rollout). Over the next five years, Uber and WeRide intend to deploy true driverless public rides in 15 additional cities, some of which will be in Europe.
As promised, here’s some b-roll footage from Uber showing how riders in Abu Dhabi can order a WeRide robotaxi:
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Metro Detroit is about to get a big boost of fast EV chargers, with more than 40 new ChargePoint ports set to come online across multiple sites owned by the Dabaja Brothers Development Group.
The first ultra-fast charging site just opened in Canton, Michigan. It’s owned and operated by Dabaja Brothers, who plan to follow it with additional ChargePoint-equipped locations in Dearborn and Livonia.
“We started this project because we saw a gap in our community – there was almost nowhere to charge an EV in Canton, and a similar lack of charging across metro Detroit,” said Yousef Dabaja, owner/operator at Dabaja Brothers.
Each metro Detroit site will feature ChargePoint Express Plus fast charging stations, which can deliver up to 500 kW to a single port, can fast-charge two vehicles at the same time, and are compatible with all EVs. The stations feature a proprietary cooling system to deliver peak charging speeds for sustained periods, ensuring that charging speed remains consistent.
The stations operate on the new ChargePoint Platform, which enables operators to monitor performance, adjust pricing, troubleshoot issues, and gain real-time insights to keep chargers running smoothly.
Rick Wilmer, CEO at ChargePoint, said, “This initiative will rapidly infill the ‘fast charging deserts’ across the Detroit area, allowing drivers to quickly recharge their vehicles when and where they need to.”
Read more: ChargePoint just gave its EV charging software a major AI upgrade
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Mercedes-Benz High-Power Charging and Starbucks have officially opened their first DC fast charging hub together, off the I-5 in Red Bluff, California.
The 400 kW Mercedes-Benz chargers are capable of adding up to 300 miles in 10 minutes, depending on the EV, and every stall has both NACS and CCS cables – they’re fully open DC fast chargers.
Mercedes-Benz HPC North America, a joint venture between subsidiaries of Mercedes-Benz Group and renewable energy producer MN8 Energy, first announced in July 2024 that it would install DC fast chargers at Starbucks stores along Interstate 5, the main 1,400-mile north-south interstate highway on the US West Coast from Canada to Mexico. Ultimately, Mercedes plans to install fast chargers at 100 Starbucks stores across the US.
Mercedes-Benz HPC opened its first North American charging site at Mercedes-Benz USA’s headquarters in Sandy Springs, Georgia, in November 2023 as part of an initial $1 billion charging network investment. As of the end of 2024, Mercedes had deployed over 150 operational fast chargers in the US, but it hasn’t disclosed an official number of how many chargers are currently online.
Andrew Cornelia, CEO of Mercedes-Benz HPC North America, is leaving the company at the end of the month to become global head of electrification & sustainability at Uber.
Read more: Mercedes-Benz is deploying 400 kW US-made EV fast chargers with CCS and NACS cables
If you’re looking to replace your old HVAC equipment, it’s always a good idea to get quotes from a few installers. To make sure you’re finding a trusted, reliable HVAC installer near you that offers competitive pricing on heat pumps, check out EnergySage. EnergySage is a free service that makes it easy for you to get a heat pump. They have pre-vetted heat pump installers competing for your business, ensuring you get high quality solutions. Plus, it’s free to use!
Your personalized heat pump quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here. – *ad
FTC: We use income earning auto affiliate links. More.
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