EQG branding confirmed for Mercedes G Class Electric [Update]

On April 1, 2021, Daimler filed trademark applications at EUIPO for two new names which it may use for the Mercedes EQG: EQG 560 and EQG 580. The company had registered the EQG name at EUIPO in 2016 and owns that trademark now. On April 3, it revealed the use of 580 on a Mercedes EQS variant (EQS 580 4MATIC+).

Daimler has already confirmed that the Mercedes G-Class, its globally acclaimed extreme off-roader, is going all-electric. About half a year after the company announced this plan (Oct 2020), officials have now all but confirmed that the battery-powered Geländewagen with the three-pointed star logo will be called Mercedes EQG.

Earlier this year, we reported that Daimler plans to launch the first-ever Mercedes G Class Electric as the Mercedes EQG. While there was no official press release, Ola Kallenius revealed the new nameplate, which can only mean that the decision is set in stone. Kallenius is the Chairman of the Board of Management of Daimler AG and Mercedes-Benz AG.

“The sub-brands must generate growing profits, but not necessarily more volume,” Kallenius said, as per a recent CAR Magazine article, on the new model family. “To make this happen, Maybach gets a luxury version of the GLS in addition to the saloon, AMG gets its own electric architecture, and G gets an electrified EQG,” he added. In November last year, Süddeutsche Zeitung quoted Kallenius saying “G is getting a second pillar with the fully electric EQG.”

Daimler teases the Mercedes G Class Electric

Ola Källenius has confirmed the Mercedes EQG / Mercedes G-Class electric
Ola Källenius, the Chairman of the Board of Management of Daimler & Mercedes-Benz, spoke about the G-Class electric for the first time in November 2019. Image: Daimler

Daimler teased the Mercedes G Class Electric last year. The first-ever ‘official’ Mercedes G-Class Electric is preparing to see daylight after years of media speculation and aftermarket conversions.

At the Mercedes-Benz Strategy Update 2020 event on October 6, 2020, Daimler had prepared a comprehensive presentation of its electrification strategy. The company plans to electrify every Mercedes-Benz Cars sub-brand, not only Mercedes-Benz but also AMG, Maybach and G. It showed an image of the Mercedes G Class thinly veiled in a golden sheet parked inside a palatial building with a matching beige theme (screen grab set as the display image of this story). This wasn’t a Middle East or Maharaja special edition G Class though!

The following statement was narrated in the background, which told fans to watch out for the first-ever Mercedes G Class Electric:

G is (an) important profit driver for Mercedes, and there are more chapters to come, including G going electric.

During his presentation at the event, Mercedes-Benz Cars COO and Daimler R&D head Markus Schafer, suggested that the Mercedes G Class shown is indeed the EV. Below is what he said:

We are working on something special. We are not going to fully open our books today, but there were some clues in the earlier film of AMG.

Markus Schafer, BoM member responsible for R&D, Daimler, and Chief Operating Officer, Mercedes-Benz Cars

Mercedes EQG – What to expect

On November 8, 2019, at the Automobilewoche Kongress, Kallenius had revealed that a Mercedes G Class Electric is in the pipeline. This was the first time we got to hear from Daimler about complete electrification for its off-roader.

Mercedes-Benz sub-brands
Daimler will electrify every Mercedes-Benz sub-brand, and the G Wagon is no exception. The company will launch a Mercedes G Class Electric perhaps only after it is done checking off mainstream electric SUVs. Image: Daimler

Platform & Design

It is a strong possibility that the EVA would support the creation of the Mercedes EQG. In fact, CAR Magazine has reported that Daimler is considering a G-Class derived from the Mercedes EQE SUV version that will debut in 2022. It could be that the EQE SUV’s architecture (EVA Platform) would hold up a boxy top hat that has the stylings of the G-Class, and the chassis is extensively modified to take the level of off-roading that G-Class owners come to expect. The Vision Ener-G Force concept presented in 2012 proved that the Gorden Wagener-led design team at Mercedes-Benz could create a stunning off-road SUV that equally pleases the urban crowd and the Gen Z as well.

The second-gen G-Class’ evolutionary design indicates that customers prefer progressive changes that build on the original character and aren’t looking for a low-slung aerodynamic car. With that in mind, automotive illustrator Shkelqim Ameti has presented his depiction of the Mercedes EQG (below).

Mercedes EQG G Class electric EV rendering
Even if tech underneath is 21st century, the Mercedes EQG is unlikely to drift from the classical form as that would go against the SUV’s very nature of an old-school and rugged off-roader. Image Source: Instagram/bmw43__

Shkelqim’s Mercedes EQG features subtle design changes at the front. Instead of a radiator grille and the two squarish modules to accommodate the headlamps, it features a full-width closed-off panel. It has a concave surface in a two-tone black-gray finish, and the headlamps are set flush within. It features an integrated blue backlit in a box-end shaped like a wrench, which goes with the off-road/adventure theme of the Mercedes G family. The exclusive front bumper provides added aggression to the fascia.

Range

We expect no futuristic, solid-state batteries in the Mercedes EQG, but a WLTP range of 500+ km does seem possible, with the 107.8 kWh (net/usable) battery pack of the EQS. E-AWD drivetrain layout with individual motor(s) for both axles is a given. An AMG high-performance variant (Mercedes-AMG EQG) should be a part of the planned model line.

Daimler is already capable of launching EVs with a range of 780 km or 478 miles according to the WLTP test cycle. The company has commercialized 90 kWh (net) and 107.8 kWh (net) battery packs with the first EVA platform model, the EQS. 270 kW charging speed (thanks to 800-volt system voltage) and bidirectional charging are also among the capabilities Daimler is rolling out in its EVs, beginning with the EQS this year.

Daimler wants to develop a modular battery system with different cell chemistries and heights, only two differentiating characteristics that impact the range, charging, and driving performance. The company aims to improve its eDrive system also in order to improve the range of its EVs.

We are aiming for a modular battery system that consists of uniformly designed components and a standardized interface to the entire vehicle. Only two differentiating characteristics will create the necessary variance in terms of range, charging and driving performance: cell chemistry and the height. Besides a very innovative battery technology, an improved eDrive system contributes to further increasing the range and efficiency of electric vehicles.

Markus Schafer, BoM member responsible for R&D, Daimler, and Chief Operating Officer, Mercedes-Benz Cars(Mercedes-Benz Strategy Update: electric drive)

Off-roading capability

The above parameters could be the benchmark when developing the EQG. However, Daimler is likely to stress more on ensuring that the EQG can conquer the Schöckl than the Berlin to Stuttgart trip (629 km/391 miles via A9) on a single charge. Though purists would want to drive the G-Class manually, electric, or otherwise, the company may offer optional autonomous driving capability in the EQG, for EQ models stand for futuristic travel.

Mercedes Ener-G Force LA Auto Show 2012 live
The Mercedes Ener-G Force, designed by Hubert Lee and presented at the 2012 LA Auto Show, was a hydrogen-powered EV with a range of 800 km or 497 miles. Image Source: Daimler

Daimler was not tipped to call the SUV ‘Mercedes EQG’ because the EQ sub-brand is a different model family, one focused on “Progressive Luxury.” The slide in the story’s previous section shows Daimler planning to keep the G family separate from the EQ range. However, it turns out, Mercedes EQG is indeed the chosen name for the Mercedes G Class Electric.

Release Date

Daimler has confirmed that it plans to launch the Mercedes EQG in 2024, two years after the Mercedes EQS SUV.

Mercedes-Benz electric sub-brands
Every Mercedes-Benz sub-brand will go electric in the coming years. Image Source: Daimler

In 2024 we will launch our full-electric G-Class as well. It will continue the great story of our G-series.

Britta Seeger, BoM member – Marketing and Sales, Daimler AG and Mercedes Benz AG (Mercedes-Benz Strategy Update: electric drive)

The Mercedes EQG will likely appear in a concept form a few years before it enters showrooms in the road-ready version. According to a report from mbpassion.de, Daimler could showcase a Mercedes EQG concept at the 2021 Munich Motor Show (IAA 2021) that will open on September 6, 2021, and run through September 12, 2021. Daimler has not made announcements about the IAA 2021 product line-up.

Daimler EV strategy

Daimler has changed its EV strategy from electric-first to electric-only. The company will launch only electric-only architectures from 2025. In the first year alone (2025), the company plans to introduce three electric-only architectures. Customers will have an EV alternative to every Mercedes-Benz model.

By 2025, our customers will be able to choose an all-electric alternative for every model we make. We will introduce 3 new EV-only architectures. And by the end of this decade we will be ready to go 100% electric – where market conditions allow.

Ola Kallenius, CEO, Daimler AG and Mercedes-Benz AG (Mercedes-Benz Strategy Update: electric drive)

Mercedes EQG (Mercedes G-Class Electric) FAQs

What is the Mercedes EQG (Mercedes G Class Electric) release date?

Britta Seeger, BoM member responsible for Marketing & Sales, has confirmed a 2024 release date for the EQG.

Which are the competitors to the future G-Class EV?

A Ford Bronco EV and the Electric Jeep Wrangler could become indirect challengers to the G-Class Electric.

Featured image: Daimler