Mercedes-Benz is set to retire its dedicated electric vehicle (EV) sub-brand EQ as part of a broader strategy to unify its lineup of internal combustion engine (ICE) and electric models. According to Mathias Geisen, Head of Marketing and Sales at Mercedes-Benz, the company plans to standardize its naming and design across both powertrains, moving forward under a single model identity: CLA.
End of EQ and the Rise of the Electrified CLA
In an interview held in Copenhagen, Denmark, on June 27, Geisen explained that the EQ brand had initially been introduced to mark the beginning of the EV era. However, the company now sees it as the right time to integrate EVs more fully into the core lineup. The recently released New Mercedes-Benz CLA, an electric vehicle bearing the same name as its ICE counterpart, exemplifies this transition.
Geisen emphasized that the CLA EV is not merely an entry-level option, but a strategic model designed to serve as both a gateway into the Mercedes-Benz brand and a bridge to higher segments. He noted that the CLA EV is equipped to compete with vehicles in the upper class in areas such as size, comfort, safety, and technology.
Balancing Innovation and Heritage in Design
Mercedes-Benz aims to maintain its core design identity even in the era of electrification. Geisen highlighted the company’s 139-year heritage, adding that recent models, such as the CLA and the AMG GT XX concept, demonstrate a commitment to balancing futuristic innovation with traditional brand values.
He also pointed to the upcoming GLC model, set to debut at the IAA Mobility Show in Munich this September, as another example of this design philosophy. Geisen indicated that this approach to design would become more prominent throughout the Mercedes-Benz portfolio.
South Korea Remains a Key Market: EV Strategy Focused on Premium Positioning
Geisen underscored the strategic importance of South Korea, stating that it has consistently ranked among the company’s global top five markets for over a decade. He noted that the high proportion of premium vehicle sales in the region makes it especially significant for the brand.
Given the discerning expectations of Korean consumers, Mercedes-Benz aims to deliver excellence across all touchpoints—from design and quality to service. In terms of EV sales strategy, the company plans to adopt a flexible approach that includes offering both ICE and electric models.
Global Strategy to Emphasize Flexibility and Experience
Mercedes-Benz’s global EV strategy also hinges on flexibility. Geisen remarked that EV sales trends vary widely across regions, making adaptability more important than adhering to rigid projections.
To support this, the company plans to launch approximately 40 new vehicles—including both EV and ICE models—over the next two and a half years. He added that once customers experience driving an EV, they are likely to continue seeking similar options, making experience a key component of the strategy.
Safety at the Core: Extending the Mercedes Experience to Charging
Addressing consumer concerns about EV-related fires, Geisen reaffirmed that safety remains a top priority for the brand. He emphasized that Mercedes-Benz has built its legacy on safety since its founding, and this principle continues to guide the development of electric models.
He cited the CLA EV as an example, highlighting that it is equipped with 11 airbags and has undergone 160 crash tests, meeting the highest Automotive Safety Integrity Level (ASIL) standards.
To support the widespread adoption of EVs, Mercedes-Benz is actively expanding its charging infrastructure. In partnership with IONITY, the company is developing a global High-Power Charging (HPC) network. According to Geisen, the goal is not only to provide fast charging but also to deliver a charging experience that reflects the premium identity of the Mercedes-Benz brand.