Daimler and Chery have formally agreed on the usage of the EQ/eQ brand name for their respective new energy vehicle (NEV) products and brands.
Chery will focus on using the designations eQ and eQ1, as well as further numerical continuations while Daimler will focus on use for its electric Mercedes-Benz products with the designations EQC and any other alphabetical supplements. Daimler will use the EQ Power designation for plug-in hybrids while Chery will also use eQ TEC to distinguish their car electrification system.
Chery has used the eQ and eQ1 brand names in China since 2014 and Daimler has now also granted it the possibility to use this name family in countries outside China. Daimler established the EQ brand family for electrically driven vehicles almost simultaneously in countries outside of China and Chery has granted the company the possibility to also use this in China now.
Both companies underline the intrinsic value and opportunities which the EQ/eQ name offers for new energy vehicles and will continue to develop and expand the respective brand families in different directions in the future.
"Chery achieved a great reputation in China with their eQ brand name and we highly respect that. I am happy that Daimler and Chery agreed on a collective use of the eQ/EQ acronyms in an open and partner-like atmosphere," said Daimler's China chief Hubertus Troska.
Chery CEO Anning Chen said: "We applaud to the win-win agreement reached with Daimler of the coexistence of our brands worldwide."
A set of regulations concerning the use of the name and its communication was signed recently in Stuttgart.