Ola Kallenius confirms EQG branding 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 has passed since the company announced this plan (Oct 2020), and officials have now all but confirmed that the battery-powered Geländewagen with the three-pointed star logo will be called Mercedes EQG.

At the end of last month, 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

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.

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

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!

Showing the teaser, 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.

Mercedes-Benz Cars COO and Daimler R&D head Markus Schafer

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.

Exact details about the Mercedes G Wagon Electric will come later year, but we surmise two possibilities as the base of the car – it could either take on the EVA platform or the ICE’s cars ladder frame could be modified to package an electric powertrain in the same fashion as the EQA and EQC. While we expect no futuristic, solid-state batteries in this one, a WLTP range of 400+ km is a given and so is the availability in the U.S. market.

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 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 can create a stunning off-road SUV that equally pleases the urban crowd and the Gen Z as well.

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 Mercedes G Class Electric ‘Mercedes EQG’ because the EQ sub-brand is a different model family, one focused on “Progressive Luxury”. The slide above indicates how Daimler plans 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.

Finally, on the Mercedes EQG release date, we assume that it is one of the three-pointed star’s 10 electric vehicle launches confirmed by 2025. At the Mercedes-Benz Strategy Update 2020, Daimler revealed that it plans to launch a Mercedes EQE SUV and a Mercedes EQS SUV which would be high priority vehicles considering the volumes and what is at stake. Both SUVs are to launch in 2022, and the company may accelerate work on the EQG project around this time.

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

Daimler hasn’t revealed even a provisional release date but we expect it to launch in 2024.