Daimler Unveils New Electric Brand Through Generation EQ Concept in Paris

Daimler previewed its new EQ electric car brand yesterday through the Generation EQ concept at the Paris Motor Show.

It’s the first step in launching 10 new battery-electric models by 2025 in Daimler’s strategy to become the global leader in electric vehicle technology. The German automaker expects electric cars to account for 15 to 25 percent of its global sales by 2025, CEO Dieter Zetsche said at the auto show.

Mercedes previewed the first EQ brand model at the show. Zetsche confirmed what has been rumored for several weeks – that the new electric cars will be launched under the EQ brands.

“EQ stands for a comprehensive electric ecosystem of services, technologies and innovations,” Zetsche said.

The Generation EQ concept is an electric small crossover. Daimler said that it will have a range up to 500 kilometers (311 miles). While not specified, that range estimate is probably based in European NEDC standards and would be much less than 310 miles under U.S. Environmental Protection Agency measures.

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The Generation EQ is a “close-to-production” concept. It’s being built on an architecture developed specifically for battery-electric models. The basic architecture is suitable for SUVs, sedans, coupes and other model series, the company said.

“The wheelbase and track width as well as all other system components, especially the batteries, are variable thanks to the modular building-block system,” Daimler said.

Generation EQ will be powered by an electric drive system with two electric motors, and all-wheel drive to deliver high-level performance. Its system output will be capable of being increased up to 300 kW due to its scalable battery components, Daimler said.

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