#001 Electro mobility at Mercedes-Benz

#001 Electro mobility at Mercedes-Benz

Once upon a time, in the world of automotive excellence, Mercedes-Benz started on a visionary journey to redefine the future of mobility. The year was 2016 when they introduced a groundbreaking concept called "EQ," a brand dedicated to electric mobility and sustainable innovation.

The story of EQ begins with a deep understanding of the changing needs of society in future. Mercedes-Benz recognized the tough challenges of climate change and the importance of reducing emissions to protect our planet for future generations. With a commitment to pushing boundaries and shaping the future, they set out to create a brand that would revolutionize the automotive industry. 

Under the EQ banner, Mercedes-Benz created a comprehensive ecosystem of electric vehicles, charging infrastructure, and energy services. The brand aimed to combine luxury, performance, and sustainability in a way that had never been done before.


The first chapter of EQ's story unfolded at the Paris Autoshow in 2016 when the former CEO of Daimler AG and Head of Mercedes-Benz Dr. Dieter Zetsche announce the brand EQ together with the Concept EQ (We now know that this was the Concept for the Mercedes-Benz EQC). Mercedes-Benz used the slogan Electric Intelligence by Mercedes-Benz up to 2018 to underline the new understanding.
The staging for this new brand was really special. The OSK-Motion-Design-Team created beautiful videos, images and a own digital world. The booth was created by Jangle Nerves and with the huge amount of Glas elements it was the perfect inscenation of a new brand.

Critics said the change from internal combustion engines (ICE) to only announcing the change to electro mobility in 2016 was too late, but in my opinion up to know in 2023 no one can say for sure that electric mobility is worldwide the best future solutions for engines and powertrain. So, I think it is always better to prepare yourself for the future and when you are really ready announce it.


At the Frankfurt Motorshow 2017 (IAA 2017) Mercedes-Benz presented the public and the critics an electric vehicle which is not based on a SUV platform. They showed the concept EQA and teased the new name strategy of the brand.

On September 4th, 2018 Mercedes-Benz unveiled its inaugural production model, the Mercedes-Benz EQC, an all-electric SUV. With its sleek design, powerful performance, and emissions-free driving, the EQC became a symbol of the brand's commitment to a sustainable future at the world premiere in Stockholm Sweden during the @me.convention.
Audi wanted to present the Audi e-tron end of August in Brussels, but had to skip it to September 17th and present it in San Francisco.
Both areas (Scandinavia and California) are early adopters on the field of electro mobility.

At the Frankfurt Motorshow 2019 (IAA 2019) Mercedes-Benz presented two other concepts to show the goal of implementing electro mobility in every category of their portfolio. They presented the EQV and the EQS concept.


As the world embraced electric mobility, the EQ family expanded. Mercedes-Benz introduced a range of electric models across different segments, each carrying the distinctive EQ emblem. From the compact EQA to the stylish EQS sedan, the brand showcased its skills in engineering cutting-edge electric vehicles with long-range capabilities and advanced technologies.

But EQ was more than just a lineup of cars. It embodied a philosophy that extended beyond the boundaries of conventional transportation. Mercedes-Benz envisioned a world where mobility seamlessly intertwined with renewable energy and intelligent connectivity. 

To realize this vision, EQ spearheaded the development of innovative charging solutions. They invested in a vast network of fast-charging stations, making electric vehicle charging convenient and easily accessible. With the EQ Power Wall, they empowered customers to store renewable energy at home, transforming their residences into sustainable power hubs.

As the EQ family grew, so did its impact on the world. EQ became synonymous with forward-thinking sustainability, pioneering advancements that went beyond the automotive realm. The brand collaborated with environmental organizations, promoting conservation efforts and raising awareness about the importance of preserving the planet. 

But the story of EQ was not just about technology; it was about the people who embraced it. EQ owners formed a community united by their passion for sustainable living and cutting-edge mobility. They shared stories of their journeys, their experiences with electric driving, and their commitment to a greener future.

In 2019 Mercedes-Benz announced the Ambition 2039. The ambition is about making the entire fleet of new vehicle over the complete value stream net carbon neutral - from the design, reasearch, development, raw materials, production, complete service life of each new car as well as the recycling part. They wanted to reach at least halve CO₂ emission for the passanger cars in 2030. To achieve this goal, the key levers include electrifying the vehicle fleet, the use of renewable energy in production, improving battery technology, extensive use of recycled materials and charging vehicles with green energy.

With every passing year, EQ continued to redefine what was possible in the realm of electric mobility. It inspired other automakers to follow suit and accelerated the transition to a more sustainable transportation landscape. 

Today, the EQ brand stands tall as a testament to Mercedes-Benz's unwavering commitment to shaping the future of mobility. It represents a journey of innovation, sustainability, and the relentless pursuit of excellence.


From a platform perspective it all started with the Electric Vehicle Architecture 1 (EVA 1) with the Mercedes-Benz EQC in 2019. The Mercedes-Benz EQA and Mercedes-Benz EQB in 2021 started the EVA 1.5 platform. Beginning with the EVA 2 platform in 2022 (Mercedes-Benz EQE Sedan, Mercedes-Benz EQE SUV, Mercedes-Benz EQS Sedan, Mercedes-Benz EQS SUV, Mercedes-Maybach SUV as well as all Mercedes-AMG versions) all new vehicles aren't based on an existing ICE platform anymore.

The EVA platform is to big for the compact cars so Mercedes-Benz developed the Mercedes Modular Architecture (MMA) for smaller vehicles and they will start this platform 2024 and will launch the new Mercedes-Benz A-Class (W 174) and the new SUV crossover Sedan version of the A-Class, as well as the EQC Sedan (which will be an electric C-Class) and the new versions of GLA and GLB.

Due to the complete transmission into an electric first brand only, Mercedes-Benz announced the end of EVA platform with the ending of the models of EVA 2. At the same time they announced next to the MMA platform three main platforms for the electric first future beginning 2025 and 2026.

  • The MB.EA will cover all mid size and large models above MMA in the field of Mercedes-Benz
  • The AMG.EA will focus on the high performance models from Mercedes-AMG
  • The VAN.EA will focus on electric VAN and small commercial vehicles from Mercedes-Benz Vans

If there will be other platform at Mercedes-Benz isn't announced at the moment.


We believe Mercedes-Benz -as legitimate successor of the inventor of the car (Carl Benz)- is choosing the best way for their future. They created a new design language with one-bow and cab-forward design elements which best represents the different forms of luxury. 

Creating a complete new design is always strange for people to learn, but to stay with the old design forever is no alternative.

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