“What’s in a name?” Shakespeare pondered, suggesting names hold little inherent meaning. However, in the automotive world, and especially at Mercedes-Benz, names are far from arbitrary. They reflect history, branding strategy, and market positioning. Mercedes-Benz, a company with a long and storied past, is currently undergoing another shift in its naming convention, specifically for its electric vehicles. This article delves into the Mercedes-Benz name origin story, exploring the reasons behind the recent decision to drop the “EQ” prefix and what this signals for the future of the brand’s nomenclature.
Car names often mirror cultural and historical trends. The Atomic Age, for instance, gifted American cars with powerful, evocative names like Comet, Galaxy, and Eldorado, hinting at space and luxury. European manufacturers, meanwhile, often favored numerical designations like 2002 or 240D, prioritizing internal logic over external flair.
The oil crisis of 1973 forced American automakers to downsize, and suddenly grandiose names like Sedan de Ville seemed out of sync with smaller, more fuel-efficient vehicles. While American car design shifted towards a boxier, supposedly “European” aesthetic, some nameplates, such as the Chevy Suburban, Honda Accord, Volkswagen Beetle, and Mercedes-Benz S-Class, demonstrated remarkable staying power. The Mercedes-Benz S-Class, in particular, established itself as a benchmark of luxury and innovation since its inception in 1972.
This enduring legacy of certain names provides context for Mercedes-Benz’s recent announcement regarding its electric vehicle nomenclature. Known for a history of both consistency and inconsistency in naming conventions, Mercedes-Benz is once again adapting its approach.
The “EQ” prefix, introduced to denote electric vehicles, is being phased out. This decision marks a departure from the policy established a decade prior, where lowercase letters were used to indicate powertrain types – “d” for diesel and “e” for electric.
The “EQ” prefix, while intended to create a distinct identity for Mercedes-Benz EVs, has become cumbersome. It led to confusion within the model lineup, particularly when paired with existing class designations. For example, the EQE, an electric E-Class sedan, and the EQE SUV, which is not a sedan, created a naming structure that lacked clarity.
Adding to the complexity, sales figures for the EQS sedan and SUV in the US during the first half of 2024 were down by 52% compared to the previous year. This sales slump likely contributed to the reassessment of the “EQ” naming strategy. The perceived lack of resonance with luxury car buyers, in comparison to the prestigious S-Class name, further solidified the need for change.
Mercedes-Benz CEO Ola Källenius revealed to Autocar that “there will be two S-Classes in the future—ICE and electric.” This straightforward solution elegantly eliminates the need for the potentially less prestigious “EQS” name. By directly associating its flagship electric vehicle with the iconic S-Class, Mercedes-Benz aims to leverage the established recognition and desirability of its premier model.
However, these future S-Class variants, while sharing the revered name, will diverge in their engineering foundations. The electric S-Class will be built upon the forthcoming MB.EA Large platform, while the internal combustion engine (ICE) S-Class will evolve from the existing MRA architecture. This separation underscores Mercedes-Benz’s commitment to both electric and traditional powertrains within its top-tier offerings.
It is noteworthy that Mercedes-Benz’s initial projections for EV sales in 2023 fell short of expectations. While EV sales increased by 73% compared to 2022, electric vehicles only achieved an 11% share of the company’s 2,043,800 global sales, falling short of the anticipated 20% target. These figures suggest that perhaps Mercedes-Benz’s focus should extend beyond nomenclature adjustments to include strategies for offering more competitively priced EVs to challenge rising competition, particularly from Chinese manufacturers.
Mercedes-Benz has a history of adapting its naming conventions. A significant overhaul occurred in 2014, aimed at simplifying model designations. This standardization utilized combinations of one to three uppercase letters for model classes, with lowercase letters indicating powertrain types (e.g., “d” for diesel, “e” for electric, “h” for hybrid). The “BlueTec” brand for diesels was also retired, reverting to the simpler “D” designation reminiscent of models like the classic 240D.
Prior to the 2014 revamp, the most impactful change was in 1993, when “C” and “E” became prefixes for the compact and mid-sized sedan classes, respectively. These historical shifts demonstrate Mercedes-Benz’s willingness to refine its naming strategy to reflect market trends and brand evolution.
In conclusion, the decision to discontinue the “EQ” prefix is the latest chapter in the ongoing evolution of Mercedes-Benz nomenclature. While the name “EQ” aimed to distinguish its electric vehicles, it ultimately created confusion and lacked the brand resonance of established names like S-Class. By returning to a more integrated naming strategy, Mercedes-Benz seeks to streamline its model lineup and leverage the enduring power of its iconic class designations as it navigates the transition to an electric future. The Mercedes-Benz name origin story is one of adaptation and strategic evolution, reflecting the brand’s commitment to staying at the forefront of the automotive industry.
Source: Autocar
