The EQ brand: End-to-end mobility from the inventor of the automobile

Sep 4, 2018

It was at the 2016 Paris Motor Show that Mercedes-Benz first presented its new product and technology brand for electromobility: EQ. The name stands for "Electric Intelligence" and is derived from the brand values of "Emotion and Intelligence". The goal has been clearly defined: Within a very short time, EQ is to become one of the most desirable electro-technology brands in the automobile sector. In this context, excitement and fascination are just as important as the message about holistic solutions that provide maximum customer benefit with state-of-the-art technologies. At the same time EQ uses electrification to create added value that cannot be achieved with conventionally powered vehicles.

The brand includes major aspects that make entry into the world of electromobility as easy as possible for customers. Accordingly, EQ is a comprehensively positioned brand that goes well beyond the vehicle itself. EQ offers a comprehensive electric mobility ecosystem of products, services, technologies, innovations and inspirations. Alongside a vehicle family of modular structure, via Mercedes me, the brand provides comprehensive services that make electromobility more convenient and accessible. The intelligent services and functions available for the EQC (combined power consumption: 22.2 kWh/100 km; combined CO2 emissions: 0 g/km, provisional data)1 extend from Route Planning and auxiliary climate control to new assistance functions and convenient charge handling.

In the increasing broad portfolio of Mercedes-Benz, the EQ brand provides easy and transparent guidance for customers interested in electric drive. For the brand as a whole, EQ is a further, logical step within the sales and marketing strategy "Best Customer Experience". All in all, more than ten billion euros will be invested in expansion of the electric fleet in the next few years, and more than a further billion in battery production. At the same time we are also investing in the systematic expansion of the charging infrastructure.

On the road to locally emission-free driving, the company is following a three-track drive strategy with electric vehicles (EQ), hybrid models (EQ Power) and electrified combustion engines (EQ Boost).

[1] Figures for power consumption and CO2 emissions are provisional and were determined by the German Technical Service corporation. The range figures are also provisional. EC type approval and conformity certification with official figures are not yet available. There may be differences between the stated figures and the official figures.

Brand philosophy and brand experience for the mobility of the future

With EQ Mercedes-Benz has set the scene for the future. The entire know-how of Mercedes-Benz Cars relating to intelligent electromobility is consolidated into this brand. At the same time EQ is creating a new and unmistakable brand look. Just as Mercedes-Benz stands for Modern Luxury, Mercedes-Maybach for Ultimate Luxury and Mercedes-AMG for Performance Luxury, EQ is pointing the way to the future with Progressive Luxury.

Featuring a completely new design, the battery-electric models will have their own distinctive “electro-look” styling (see Design section).

Communication with a mission: “Educate, Entertain, Inform”

Four topic areas will fundamentally transform the mobility of the future: the increasing connectivity of vehicles, autonomous driving, the development of digital mobility and transport services and electromobility. With EQ the company already offers a comprehensive range of services for electromobility.

In its communication, the motto of EQ is “Educate, Entertain, Inform”. This means that factual information is coupled with a surprising, at times humorous presentation heavily characterised by visual content. In this way complex inter-relationships such as technical features relating to electromobility are tangibly and simply explained. The aim is not only to increase awareness of the EQ brand, but also to promote general acceptance of electromobility amongst customers, potential customers and society in general. In the second phase, which is now beginning with the world premiere of the brand's first Mercedes-Benz vehicle, the focus is on hallmark Mercedes-Benz attributes, for example quality, safety, comfort and design, which influence the individual's decision to buy. In this way customers are being prepared for the market launch of the EQC.

Whether the day-to-day mobility needs of customers are compatible with an electric vehicle can be easily established with the EQ Ready App. The App helps motorists decide whether it makes sense for them personally to switch to an electric car or hybrid. The smartphone app can record real journeys made by users, analyse their everyday mobility behaviour and compare it with numerous parameters of electric and hybrid vehicles. This makes it possible to try out e-mobility in a virtual, yet realistic way. The EQ Ready app also recommends which alternatively powered model by smart or Mercedes-Benz best matches the user's individual characteristics. This is just one example of EQ's end-to-end approach, and the strategy of “human-centred innovation” which systematically places the focus on customers and their needs.

Experiencing electromobility

The brand can be experienced virtually in the EQ Ready App, for example – and for real e.g. in Formula E: When the sixth season of the ABB FIA Formula E Championship commences, Mercedes-Benz will open a new chapter in its long and successful motorsport history. At the start of the 2019/20 season, two fully electric racing cars will be fielded by the new Mercedes EQ Formula E team for the first time. In 2018 Mercedes-Benz with its EQ brand has already been involved as a partner in the European Formula E races in Rome, Paris, Berlin and Zurich. For EQ, Formula E is far more than motorsport championship, but instead an exciting festival that attracts progressive people with urban lifestyles and new target groups. Visitors to Formula E are manifestly interested in mobility, cars and alternative drive systems.

EQ Community – shaping the future of mobility

A further initiative that exposes EQ to new target groups is the “EQ Community”. This is based on the conviction that EQ is best able to meet the challenges of the mobility of tomorrow by entering into a dialogue with visionaries, businesspeople and opinion leaders. Accordingly EQ has a specific presence in the environment of these target groups at international, innovation-oriented and trendsetting conferences such as the Tech Open Air (TOA, the leading European interdisciplinary technology festival in Berlin), the Collision (Jazz) Festival in New Orleans, the Web Summit in Lisbon or the RISE (Tech Conference) in Hong Kong.

With “EQ Dinner” and “EQ Night”, Mercedes-Benz has created two solid event formats in which inspiring personalities come into contact with the brand and engage in a exchange about the mobility of tomorrow with like-minded individuals. EQ seeks to inspire, and also looks for inspiration from the members of the Community.

The exclusive EQ Dinners are small-scale events under the motto “ share the table – and shape the future”. This is where future experts from Daimler come together with invited visionaries to discuss approaches for shaping the future of mobility. A wider public takes part in the EQ Nights. Their purpose is both to familiarise interesting and inspiring personalities with the EQ brand and to discuss the mobility needs of today and tomorrow with the guests. The objective is to better understand and cater for mobility needs. After the events, dialogue within the EQ community continues on digital channels such as the Mercedes Brand Hub (, the Mercedes-Benz social media channels and the EQ LinkedIn presence. In this way EQ provides many ways in which its community and the visionaries can exchange views with the brand and between themselves.

Online registration for first movers

Timed to coincide with the world premiere of the new EQC, Mercedes-Benz is providing an exclusive online registration service with “EQC Registration”. Interested parties not only receive continuous updates about the EQC, but also about the EQ brand and electromobility in general [].