The decision is based on CEO Ola Kallenius’ focus on electric-only cars, making the EQ brand redundant as Mercedes turns away from the combustion engines, Handelsblatt reported, citing company sources.
Kallenius also wants to simplify the naming of the brand’s lineup.
Mercedes uses the EQ name for full-electric and hybrid-electric cars.
It was introduced on the EQC battery-electric compact SUV in 2019, and now includes models such as the EQE electric equivalent of the E Class and EQS electric equivalent of the S Class.
Mercedes will drop the EQ badge when it launches a new-generation of EVs from the end of 2024, Handelsblatt said.
Mercedes did not immediately respond to a request for comment
Reuters contributed to this report