The wealthy become the early adopters?

POSTED BY Yamin Vong ON 16 April 2018

Electric cars are entering our lives, like how internal combustion engines gradually replaced horses and bullock carts. On Thursday April 12, Mercedes-Benz Malaysia (MBM) introduced its new brand, EQ, for hybrid and electric cars.

Future electric mobility solutions will be launched under the EQ brand, starting with the re-launch of its two plug-in hybrid electric cars, the C350e and the E350e. These two cars are more electric than the Mercedes-Benz S400 Hybrid and the Mercedes-Benz E300 Bluetec Hybrid.

The significance of the new brand initiative is underlined by the investment in rolling out electric charging stations under the EQ brand at premium malls.

Mercedes-Benz Malaysia president and chief executive officer Dr Claus Weidner (left) and vice-president Sales and Marketing Mark Raine, presenting the EQ brand – redesignating Mercedes-Benz C350e and E350e as EQ Power products.

As we saw at Pavilion Kuala Lumpur, the EQ power station is available to charge plug-in hybrid electric vehicles (PHEVs) of all brands. It is a friendly move, one that reflects the true meaning of EQ which, to psychologists, means Emotional Quotient.

Hopefully, the introduction of EQ by MBM will be well received responsible and avid PHEV fans. There have already been many instances of PHEV drivers using the charging stations at Bangsar Shopping Centre as parking bays. There was even one serial hogger who parked his PHEV for the whole day at the charging bay.

These charging bay hoggers have raised the ire of true EV and PHEV enthusiasts who see these inconsiderate drivers/owners as betrayers to the electric mobility cause.

“It is a rare and proud moment for us that we are able to introduce an all-new brand under the Mercedes-Benz portfolio,” said MBM president and chief executive officer, Dr Claus Weidner at the EQ brand launch.

“We believe that the EQ brand will take us forward into the future of mobility with emphasis and innovation in connectivity, autonomous drive capabilities and shared services. With this, we reaffirm that Mercedes-Benz is, and always will be, the pioneering brand in the automotive industry as we have been since we invented the automobile over 130 years ago,” he continued.

MBM Sales & Marketing vice-president Mark Raine said, “To us, electric mobility is more than an alternative drivetrain. The EQ brand is our technology calling card for customer-focused electric mobility.”

Following the successful launch of the first Mercedes-Benz branded charging station in Bangsar Shopping Centre, MBM reaffirms its commitment of EEV initiatives in Malaysia with new charging stations in Sunway Pyramid, Pavilion Kuala Lumpur and Desa Park City.

Further locations will be announced in future. Like the renaming strategy for the C350e and E350e plug-in hybrids, all current and future charging stations will be rebranded as EQ facilities.