Look Inside Mercedes-Benz’s New Electric Mobility Brand: Generation EQ

Look Inside Mercedes-Benz’s New Electric Mobility Brand: Generation EQ

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

Dave Pinter, PSFK
  • 4 november 2016

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:

We’re ready for the launch of an electric product offensive that will cover all vehicle segments, from the compact to the luxury class.


Generation EQ, Exterieur

The overall styling of the Generation EQ is simplified. The forms and shapes aren’t fussy and there’s not much that’s visually adventurous. There’s a Tesla-like restraint in the concept in contrast to say BMW’s i division. Mercedes describes the design approach of EQ as having an “electro-aesthetic,” which is communicated through details like the illuminated ‘grille’ and blue running lights.

Generation EQ, interior, interior with for individual seats

The interior has more reach in terms of design vocabulary and the expression of technology. The seats are designed to appear to float within the interior. The headrests incorporate speakers to deliver the same listening experience to each occupant.

Generation EQ, interior, driver-oriented cockpit

The driver-focused instrument panel is a modular display that can vary the density of information on demand.

Generation EQ, interior, interior with new electro-look

The air vents have a unique illuminated design contained within a rose gold finished frame.

Generation EQ, exterior, inductive charging platform

EQ will eventually include products and services beyond vehicles themselves and Mercedes previewed a home induction charging system. The device provides wireless battery recharging and could be connected to a solar panel system or draw power from a household energy storage unit.

The 2020 EU7 emissions laws are responsible for some of the motivation for automakers to pursue EV’s seriously. But it is also continual advances in battery storage and charging technology that has made EV ever more competitive against fossil fuel vehicles.


+Electric Intelligence
+electric mobility

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