Generation EQ: Mercedes Charges Into New Era of Electric Cars

PARIS — September 29, 2016. At the Paris Motor Show, Daimler’s Mercedes-Benz unveiled its new product brand for electric mobility: EQ. With the new “Generation EQ” unveiled in Paris, Mercedes is demonstrating that visually appealing and high-performing electric cars will soon dominate the streetscape.

With the looks of a sporty SUV coupé, the Mercedes “Generation EQ” charges into a new era of electric cars with battery-electric drives. The dynamic exterior design with its new electro-look underlines the focus on the powerful electric drive system: two electric motors, with a system output that can be increased to up to 300 kW thanks to scalable battery components, and permanent all-wheel drive deliver the guarantee of dynamic high-level performance.

Mercedes SUV Generation EQ concept

Are electric vehicles the future for the global car industry?

  • Electric cars are expensive and there’s issues over range. As more of them are made, and the cost comes down, and as the range and battery performance gets better the mass market can take off.

The scandal of Volkswagen has highlighted the way in which emissions regulations becoming tougher and tougher. Car makers are finding it harder than ever to stay within the rules. So has the door finally been opened for electric cars? It’s fair to say we’ve been waiting for them to come good for quite a while now. In fact they have existed for more than a hundred years. For most of that time, electric cars were frankly rather rubbish: they were slow and they couldn’t go very far before their batteries run out.

But now that’s changing and the evidence is very clear; luxury car market leader Mercedes-Benz is gradually unveiling its own distinct fleet of electric vehicles , as it prepares to challenge the likes of Tesla and BMW.

Paris 2016 Mercedes Generation EQ

Mercedes Generation EQ

Daimler’s Mercedes-Benz will launch 10 “Generation EQ” electric car models by 2025, and zero-emission vehicles will make up between 15 percent and 25 percent of overall Mercedes-Benz sales by then, Chief Executive Dr. Dieter Zetsche told reporters in Paris.


Speaking to journalists at the Paris Motor Show on Thursday, Dr. Dieter Zetsche, CEO of Daimler AG and Head of Mercedes‑Benz Cars, said the luxury car maker was preparing a major push in pure electric vehicles thanks to improvements in battery technology and greater consumer acceptance of zero-emissions cars.

Generation EQ will be a direct competitor of Tesla

The fans of Tesla Model S claim it’s rewritten the script for electric vehicles. We can agree that Tesla is technologically an advanced car, but is this something that’s going to change the way the market works, get people driving electric cars? Model S has brought consumers from other vehicles; car owners who won’t buying electric before, didn’t think it was for them, because electric were mainly city cars.

Tesla Model S 2016

Caption: Tesla Model S

Let’s not forget that Model S is a car that can do 315 miles on a single charge, it can be up to a seven seater, has plenty of space, it can be executive saloon or a family car and has access to a free Supercharger network, which makes long distance driving viable.

Tesla’s Model S has broken the mold of what is available opening out to a whole new audience. That’s exactly what Tesla have been setting out to do: they wanted to prove that you could have an electric car that was every bit as practical and usable as a petrol car. The only problem is that Tesla doesn’t come cheap at all. And in fact Tesla is loosing money on every model as it makes.

Market Challenges

How difficult is it to persuade the consumers that electric vehicles are the future? The way to look at that question is like asking someone back in the late 80’s early 90’s if mobile phone could ever compete with the landline phone. It’s up to manufacturers and car makers like Tesla, Mercedes-Benz or BMW to continue to innovate and continue to drive forward the quality of the offering that they are bringing to the market.

It is also up for wide variety of other areas: governments, public bodies, private enterprise to try support the broader infrastructure around it, to make sure that car makers offering customers something that is a better alternative to the normal internal combustion engine vehicle. It’s a long way to go, but it’s going to be the most exciting journey the automotive industry has gone on since the car was invented.

About the Author

Josh Logue
A former engineer, technology journalist, inveterate tinkerer and self confessed geek. I also contribute articles and reviews for a number of mainstream consumer technology magazines.