Mercedes admitted most new models will soon be electric, including the S-Class
The ‘EQ’ namesake will soon be dropped
A few years ago, Daimler AG launched four new sub-divisions to market the Mercedes brand: Mercedes-Benz, AMG, Maybach and EQ. Then, not too long ago, Daimler was replaced by a new parent company called Mercedes-Benz Group AG and shortly thereafter, they launched yet another sub-brand - a sub-division of a sub-division - called E Performance (slotted under AMG).
Introducing Mercedes' "E Performance"
But that’s not the end of the story because the EQ name was launched back when automakers thought they’d be selling electric vehicles and hybrids alongside ICEs for many more years and now they’re realising that’s not going to happen.
As things stand, you can buy the S-Class or the electric EQS; the E-Class and the electric EQE and soon enough, the G-Class and the EQG. However, it’s just a matter of time before every car in the line-up gets replaced by an equivalent electric car, which will render the ‘EQ’ nomenclature redundant.
Online car magazine CarBuzz asked Bernie Glaser, Product Manager for Mercedes-Benz USA, a straightforward question and got a straightforward answer. In short, yes, the EQS will eventually simply be called the S, same for the EQE, EQA and every other EQ model if there’s an ICE equivalent.
I wouldn’t be so sure, though. Knowing Mercedes’ MO, I fully expect them to keep selling both the EQS and the S-Class even if/when both are powered by electricity.
Realistically, I think AMG will be the ‘last petrol-powered brand standing’, that’s probably the reason why they’ve created the E Performance brand: to keep the ICE (hybridised) alive for as long as they can.