Mercedes and Chery reach agreement on EQ brand

Chery allowed to use eQ outside China, Daimler free to use EQ in China

Published: July 14, 2017, 5:30 PM
Updated: November 21, 2021, 3:09 PM

Generation EQ script

Mercedes-Benz and Chery have come to an agreement on the use of the EQ name, and the resolution as to which company will use it is … both.

As reported back at the end of March, Daimler had plans to use the EQ designation for its line of electric vehicles. The problem was that Chinese maker Chery was already marketing a city-car called the eQ, since 2014.

The two might have co-existed because Chery’s claim was only for China, whereas Daimler’s covered the rest of the world except China. However, Daimler would hope to be able to market its electrified vehicles in the burgeoning EV market of China.

The two have now reached an agreement on the use of the designation, with Chery continuing to use the eQ name (which already includes an eQ1 variant and will spawn other numerical continuations in coming years), and Mercedes-Benz will use EQ as the Class designation for its line of vehicles that will then use the alphabetical designation in accordance to historical Mercedes designations (with the first C-segment vehicle reportedly designated EQC).

Further, Chery will use eQ TEC to designate its electrification program, while Daimler will use EQ Power.

“Chery achieved great reputation in China with their eQ brand name and we highly respect that,” said Hubertus Troska, Member of the Board of Management of Daimler AG, responsible for Greater China. “I am happy that Daimler and Chery agreed on a collective use of the eQ/EQ acronyms in an open and partner-like atmosphere. With this mutual understanding, Chery and Daimler commit to fostering the electric future in the automotive industry – in China and all over the world.”

“From the establishment of the Chery brand, we subscribe to the mission of automotive innovation and internationalization of the brand. We are proud of the achievements that Chery made in technological development and intellectual property,” added Chery CEO Anning Chen. “We applaud the win-win agreement reached with Daimler of the coexistence of our brands worldwide. Chery is dedicated to provide the global market with superior product value, customer experience and unique brand value.”