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Mercedes's initial batch of dedicated EVs have been met with criticism, largely due to their bulbous shapes that stray far from the brand's traditional gas-powered sedans. The radical styling comes as a result of the automaker's goals to improve aerodynamics and range, though customers aren't receiving it well. And as a result of opposition from potential buyers, the automaker says its future EVs will move in a less controversial direction.


Mercedes Plans To Drop "EQ" Branding From Future EVs

Since the blob-like looks of models such as the EQE and EQS don't match the criteria of those who seek something more elegant in the vein of the gas-powered E- and S-Class sedans, Mercedes VP of car engineering Christoph Starzynski told Top Gear that the brand will instead move towards adopting the styling language displayed in the Concept CLA. "We have had that comment, and we are taking this comment seriously," Starzynski said. "Looking at the [design] language in the Concept CLA, and maybe looking a little bit more in the future, I think we can definitely see there’s going to be adoptions to that."


The Concept CLA was revealed last year, previewing the next-generation CLA sedan alongside the rest of Mercedes's future EVs. It features a more conventional three-box sedan profile, though continues to promise sufficient aerodynamics, and is said to have around 466 miles of range.


Mercedes EVs Will Look Less Like Soap Bars And More Like This CLA Concept

Styling isn't the only thing that will change in Mercedes's next round of EVs, as the automaker also plans to drop the "EQ" prefix that was created to differentiate between its gas and electric models. That means the eventual replacements for the EQS, EQE, and EQC will be known as nothing more than the S-Class, E-Class, and C-Class EVs. This move will lead to less confusion down the road, as Mercedes ultimately plans to phase out internal-combustion vehicles completely.


The first new Mercedes EV to eschew the "EQ" branding will be the fully-electric G-Class, which is slated to break cover within the first quarter of this year. While the initial concept that previewed it bore the EQG moniker, this won't be the case for the production model.


As for the company's current EQ-badged offerings, Starzynski says that things are "actually pretty optimistic." Sales are going especially well in Europe, where "sales of BEV [battery electric vehicles] overall is going up." Mercedes is also pleased with how its EQ vehicles are faring in the U.S., as they now fill a gap that had previously led customers to rivals that already offered EVs in their showrooms. "We contracted a lot of customers back to our brand," Starzynski commented. "This is a very positive sign."


Image Credits: Mercedes
Report
Feb 29, 2024
 •

Mercedes Promises That Its Future EVs Won't Look Like Soap Bars

The automaker also plans on shelving the 'EQ' moniker.

Mercedes's initial batch of dedicated EVs have been met with criticism, largely due to their bulbous shapes that stray far from the brand's traditional gas-powered sedans. The radical styling comes as a result of the automaker's goals to improve aerodynamics and range, though customers aren't receiving it well. And as a result of opposition from potential buyers, the automaker says its future EVs will move in a less controversial direction.


Mercedes Plans To Drop "EQ" Branding From Future EVs

Since the blob-like looks of models such as the EQE and EQS don't match the criteria of those who seek something more elegant in the vein of the gas-powered E- and S-Class sedans, Mercedes VP of car engineering Christoph Starzynski told Top Gear that the brand will instead move towards adopting the styling language displayed in the Concept CLA. "We have had that comment, and we are taking this comment seriously," Starzynski said. "Looking at the [design] language in the Concept CLA, and maybe looking a little bit more in the future, I think we can definitely see there’s going to be adoptions to that."


The Concept CLA was revealed last year, previewing the next-generation CLA sedan alongside the rest of Mercedes's future EVs. It features a more conventional three-box sedan profile, though continues to promise sufficient aerodynamics, and is said to have around 466 miles of range.


Mercedes EVs Will Look Less Like Soap Bars And More Like This CLA Concept

Styling isn't the only thing that will change in Mercedes's next round of EVs, as the automaker also plans to drop the "EQ" prefix that was created to differentiate between its gas and electric models. That means the eventual replacements for the EQS, EQE, and EQC will be known as nothing more than the S-Class, E-Class, and C-Class EVs. This move will lead to less confusion down the road, as Mercedes ultimately plans to phase out internal-combustion vehicles completely.


The first new Mercedes EV to eschew the "EQ" branding will be the fully-electric G-Class, which is slated to break cover within the first quarter of this year. While the initial concept that previewed it bore the EQG moniker, this won't be the case for the production model.


As for the company's current EQ-badged offerings, Starzynski says that things are "actually pretty optimistic." Sales are going especially well in Europe, where "sales of BEV [battery electric vehicles] overall is going up." Mercedes is also pleased with how its EQ vehicles are faring in the U.S., as they now fill a gap that had previously led customers to rivals that already offered EVs in their showrooms. "We contracted a lot of customers back to our brand," Starzynski commented. "This is a very positive sign."


Image Credits: Mercedes

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