Daim­ler, Ch­ery set­tle brand­ing spat

Au­tomak­ers agree fu­ture nam­ing strate­gies for new en­ergy mod­els eQ/EQ, Li Fusheng reports.

China Daily (Hong Kong) - - MOTORING -

I am happy that Daim­ler and Ch­ery agreed on a col­lec­tive use of the eQ/EQ acronyms in an open and part­ner-like at­mos­phere.” Hu­ber­tus Troska, a mem­ber of the board of man­age­ment of Daim­ler

er­man car gi­ant Daim­ler and Chi­nese au­tomaker Ch­ery Au­to­mo­bile have reached a deal over the sim­i­lar brand names they use for their new en­ergy ve­hi­cle cars.

The deal came af­ter Ch­ery filed a com­plaint ear­lier this year to the trade­mark au­thor­i­ties say­ing Daim­ler’s EQ is an in­fringe­ment of its eQ, which it has been us­ing since 2014 and stands for the elec­tric ver­sion of its model QQ.

Daim­ler made pub­lic its EQ brand at the Paris auto show last Septem­ber, say­ing the name is an acro­nym of Elec­tric In­tel­li­gence, a play on the fa­mil­iar IQ and a nod to its fo­cus on in­tel­li­gent elec­tric mo­bil­ity.

Ac­cord­ing to the deal the two signed on July 6, Ch­ery will fo­cus on us­ing the des­ig­na­tions eQ and eQ1, as well as fur­ther nu­mer­i­cal con­tin­u­a­tions, while Daim­ler will fo­cus on the des­ig­na­tions EQC and any other al­pha­bet­i­cal sup­ple­ments in its elec­tric Mercedes-Benz prod­ucts.

Daim­ler will use the EQ Power des­ig­na­tion for plug-in hy­brids while Ch­ery will also use eQ TEC to name their car elec­tri­fi­ca­tion sys­tem.

“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 Hu­ber­tus Troska, a mem­ber of the board of man­age­ment of Daim­ler.

“With this mutual un­der­stand­ing, Ch­ery and Daim­ler com­mit to fos­ter­ing the elec­tric fu­ture in the au­to­mo­tive in­dus­try — in China and all over the world.”

Ch­ery CEO Chen An­ning said: “We are proud of the achieve­ments that Ch­ery made in tech­no­log­i­cal devel­op­ment and in­tel­lec­tual prop­erty. We ap­plaud the win-win agree­ment reached with Daim­ler for the co­ex­is­tence of our brands world­wide. Ch­ery is ded­i­cated to pro­vid­ing the global mar­ket with su­pe­rior prod­uct value, cus­tomer ex­pe­ri­ence and unique brand value.”

Daim­ler’s EQ-branded cars are es­ti­mated to hit the mar­ket around 2020. Troska said they would also be sold and made in China.

Glob­ally, the car­maker said 15 to 25 per­cent of its prod­uct port­fo­lio would com­prise new en­ergy ve­hi­cles by 2025. An­a­lysts say the deal, which would pre­vent Daim­ler from any fu­ture trou­bles, shows its grow­ing com­mit­ment to new en­ergy cars, es­pe­cially in the Chi­nese mar­ket, which has been the largest world­wide and is still grow­ing fast.

Ear­lier this month, Daim­ler signed a frame­work agree­ment in Ber­lin with China’s BAIC Group to pro­duce Mercedes-Benz-branded elec­tric cars via their joint ven­ture Bei­jing Benz Au­to­mo­tive.

In ac­cor­dance with the 5 bil­lion yuan ($738 mil­lion) agree­ment, the two are pre­par­ing to pro­duce elec­tric ve­hi­cles in China by 2020 and to pro­vide the nec­es­sary in­fra­struc­ture for bat­tery lo­cal­iza­tion us­ing Chi­nese cells, as well as to ex­pand re­search and devel­op­ment ca­pac­i­ties.

In June, Daim­ler also an­nounced its in­ten­tion to ac­quire a mi­nor­ity share in Bei­jing Elec­tric Ve­hi­cle, a sub­sidiary of BAIC Group, with the pur­pose of strength­en­ing col­lab­o­ra­tion in the new en­ergy car sec­tor.

Con­tact the writer at li­fusheng@ chi­nadaily.com.cn


Ch­ery’s eQ ve­hi­cles are the main mod­els of the car-shar­ing ser­vice in Guangzhou, Guang­dong prov­ince.

An em­ployee cleans the new Mercedes EQ con­cept car dur­ing the press pre­view of the Paris Mo­tor Show last year in France.

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