Mercedes-Benz is Overhauling Its Electric Vehicle Branding Strategy. The upcoming 2025 G-Class introduces Benz’s revised approach to EV naming, ditching the ‘EQ’ badge. Instead of the anticipated ‘EQG’, the electric G-wagen will be known as the G580 with EQ Technology. When C&D received an invitation to preview the 2025 G580 With EQ Technology, the expectation was to witness the debut of the electric EQG.
However, it turns out that there won’t be an EQG, as the lengthy G-wagen nomenclature mentioned is, indeed, the electric variant of the G-class. Initially presumed to be a hybrid due to the G580 prefix coupled with the “with EQ Technology” tag, it’s now clear that this naming scheme will apply to all future electric Mercedes-Benz models. Existing models like the EQS and EQE will retain their names for the remainder of their product cycles.
Regarding plug-in hybrid cars, Mercedes-Benz confirms that the lowercase “e” will persist in some models, such as the 2025 S580e, but won’t feature on AMG models. For instance, the PHEV AMG GT four-door is labeled the GT 63 S E Performance. Although the new names may seem lengthy, they align with Mercedes-Benz’s historical badge methodology, which typically combined a letter denoting class with a number reflecting engine displacement.
While this wasn’t always strictly accurate, especially with the advent of turbocharging, it still conveyed a sense of power and prestige. The G580 with EQ Technology, despite lacking a 5.8-liter engine or any internal combustion engine, conveys the essence of a robust G-wagen, with an AMG version likely to follow. This naming approach also anticipates a future where the entire lineup is electric, allowing Mercedes-Benz to seamlessly transition away from names like “EQS SUV” when the time comes.
