Mercedes 'EQ' Trademark Applications Could Be for Electric Models

Jason Siu
by Jason Siu

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.

SEE ALSO: Mercedes to Launch its Own Electric Sub-Brand to Compete with BMW i Cars

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.

[Source: Autocar]

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Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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