Reports suggest brand will be launched this September in Paris with a new electric SUV

Mercedes-Benz's parent company Daimler is closing in on the launch of a new all-electric brand to rival BMW i, according to reports in the German newspaper Handelsblatt.

Mercedes Generation EQ concept revealed at Paris motor show

The brand would feature new all-electric models produced by Mercedes and sister brand Smart, but wouldn’t include hybrid versions of existing models.

Autocar revealed last month that Mercedes was considering launching such a brand, but sales and marketing boss Ola Källenius said increasing its range of all-electric models was the first priority.

If Handelsblatt’s claims are to be believed, it suggests this decision has been reversed and that Mercedes will now launch its new zero-emissions cars under the new marque from the off.

Already confirmed for this year are three electric models, comprised of a zero-emissions B-Class and two electric Smarts. An all-electric SUV based on the Mercedes GLC is also due to be revealed at this year’s Paris motor show, before going on sale next year. Handelsblatt says the new brand will be launched alongside that reveal.

Källenius confirmed the launch of the electric SUV when he told Autocar: “At the end of next year we will launch a next-generation fuel cell vehicle, which is a zero-emissions vehicle based on the GLC platform”.

Mercedes has so far declined to comment on today’s news.

Our Verdict

Mercedes-Benz GLC

Merc’s mid-sized SUV gets its UK debut. Has it been worth the wait?

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23 June 2016
I'd have loved to be a fly on the wall at the Mercedes Board meeting following the launch of the Model 3.

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