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Mercedes’ upcoming all-electric sub-brand will reportedly be called ‘EQ’

Mercedes-Benz auf der Silvretta E-Auto Rallye 2015

Back in June, we shared some reports suggesting that Mercedes is going to release its upcoming series of new all-electric vehicles under a new sub-brand. Now that the company filed for the trademark ‘EQ’, it is believed that it will be the new brand that will lead Daimler’s electric vehicle effort.

The reports of the new trademark registrations originated from the UK. AutoExpress reported:

“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.”

While the series of trademarks covers the entire alphabet with the prefix ‘EQ’, it is believed that the automaker could aim at keeping a naming scheme similar to its ‘letter’ plus ‘class’ model, but with ‘EQ’ instead.

Last year, Mercedes greenlighted 4 new all-electric cars for production, 2 sedans and 2 SUVs.

The first vehicle, likely one of the SUVs, is expected to be unveiled, along with the new sub-brand, next month at the Paris Motor Show.

The vehicle unveiled in Paris could reportedly go on sales as soon as next year and the other vehicles would all come out by 2020.

Mercedes never built an electric car from the ground up before and its only battery-powered vehicles were built on existing model platforms (A Class and B Class) with drivetrains developed in partnership with Tesla. It will be exciting to see what they come up with…

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