Mercedes has applied for numerous trademarks featuring the letters “EQ.”
The German automaker is reportedly readying its own electric sub-brand to take on BMW’s i cars and it appears based on these trademark applications that the sub-brand will be called EQ.
Autocar reports that Mercedes has filed numerous trademark applications in the U.K. for the use of EQA, EQC, EQE, EQG and EQS, as well as terms including EQ Inside, EQ Boost and Generation EQ. All of the trademark applications were filed this month, under the motor vehicle classification.
Some of the trademarks could be used for electrified versions of existing models, like EQA for A-Class, EQC for C-Class, EQE for E-Class and EQS for S-Class. The EQ Boost trademark could be applied to hybrid versions of existing cars, similar to how BMW is applying the iPerformance moniker to existing models.
Expect to hear more about the EQ sub-brand at the 2016 Paris Motor Show in late September. Rumor has it that Mercedes has at least four electric vehicles in the works, the first of which is an SUV to take on the Tesla Model X, which will debut in Paris. Naturally there is also a sedan in development aimed at the Tesla Model S.
Discuss this story on our Mercedes-Benz Forum