The separate entity aims to simplify the identification of Mercedes EV products to customers

Mercedes-Benz announced the creation of a separate electric mobility brand called EQ, or “Electric Intelligence.” The new brand will contain a range of products and services spanning vehicles, charging stations and home energy storage devices. The launch of the brand coincides with the debut of the “Generation EQ” concept vehicle at the 2016 Paris Auto Show.

Generation EQ is an all-electric, zero emission SUV coupe concept that gives a preview of styling and technology the EQ brand will offer. In fact, Mercedes says the Generation EQ is a close-to-production representation. Starting with an SUV is smart from a sales perspective. Dr. Dieter Zetsche, CEO of Daimler AG and Head of Mercedes‑Benz Cars, commented on the eventual reach of the EQ product line:

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