Mercedes-EQ is reimagining its electric vehicle lineup to prioritize style and simplicity. The brand’s initial approach favored efficiency and range, resulting in a sleek yet somewhat subdued design that didn’t resonate strongly with Mercedes’ core audience. Christoph Starzynski, VP of car engineering, acknowledges the feedback and emphasizes the brand’s commitment to enhancing aesthetic appeal.
The Concept CLA serves as a glimpse into Mercedes-EQ’s future design direction, blending aerodynamic efficiency with more traditional proportions. This shift signals a departure from the current EQ nomenclature, with upcoming models set to adopt simplified names. For instance, the all-electric G-Class will lead the charge in dropping the “EQ” prefix when it launches in the first quarter of this year.
Despite challenges in certain markets like China, where luxury EV demand is subdued, Mercedes remains optimistic about the EQ brand’s global performance. Starzynski highlights positive reception in Europe and the U.S., where Mercedes successfully attracts EV enthusiasts back to the brand with its electric offerings.
While acknowledging German pragmatism, Starzynski views Mercedes-EQ’s performance as remarkably promising across most markets, signaling a bright future for the brand’s electrified lineup.