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Mercedes-Benz (OTCPK:MBGAF) plans on doing way with the EQ product brand following the next wave of electric vehicles from the company, according to German media reports.
The EQ brand is currently the battery electric versions of various models and minicars offered by the German automaker. The increased focus by Chief Executive Ola Kaellenius and the board on making all electric cars in the future is said to now make the EQ brand somewhat redundant.
"With the goal of our parent brand Mercedes-Benz becoming fully electric by the end of the decade, we will adapt the positioning of the vehicles and thus also the use of the brand in line with the times, but it is too early for details on this at the moment," updated a Mercedes-Benz spokesperson.
Volkswagen (OTCPK:VWAGY) and BMW (OTCPK:BMWYY) are expected to also have naming resets as their own EV variants become the main model lines.
Read about how Mercedes-Benz dazzled last week at CES on multiple fronts.