EQ: Encompassing New Technologies for Electrification

"EQ" is a brand announced by Daimler in September 2016 at the Paris Motor Show to drive the "E" in its mid-to-long-term strategy, "CASE." CASE stands for C=Connected, A=Autonomous (driving), S=Shared & Services, and E=Electric/Electrification.

Currently, the electrification field under "E" includes EQ Power for plug-in hybrids, EQ for fully electric vehicles, F-CELL for fuel cell vehicles, and EQ Power Plus used in F1 machines. Furthermore, the racing machines participating in Formula E, an electric car race announced at the Geneva Motor Show, are also positioned under the EQ brand.

Daimler's powertrain development is comprehensive and diverse, covering high-efficiency gasoline engines, clean diesel engines, plug-in hybrids, fuel cells, and electric vehicles, catering to user needs and applications. However, "as stated in our mid-to-long-term strategy, the trend towards electrification will accelerate," said Kintaro Ueno, President and CEO of Mercedes-Benz Japan.

The new EQ brand signifies "Electric Intelligence" and encompasses not only electric vehicles themselves but also all new technologies, infrastructure, and related services associated with electrification.

Daimler has declared its intention to launch more than 10 electric vehicle models by 2022. This time, the "EQC," the first mass-produced electric vehicle under the EQ brand, was exhibited for the first time in Japan within the new "EQ House" facility.

EQ House Collaborates with Takenaka Corporation

"EQ House" is a facility with a completely new concept for experiencing the EQ brand, designed and constructed by Takenaka Corporation. "The project began with a conversation at the previous Tokyo Motor Show with Takenaka Corporation about what our lifestyles, mobility, and living spaces might look like in the near future, and the idea of actually creating it," explained Mr. Ueno.

Masatsugu Ogami, Representative Director and Executive Vice President of Takenaka Corporation, commented, "President Ueno's idea for the EQ House project led us to envision the future from both mobility and living perspectives. We saw this as an excellent opportunity to promote our company's vision for the future of architecture, particularly the new relationship between mobility and living, and we were able to achieve this collaboration by showcasing our cutting-edge IoT and digital design-build technologies for next-generation design and construction."

This EQ House, approximately 120 square meters in size, is an actual building that has obtained building permits as a showroom and accommodation facility. It incorporates numerous cutting-edge technologies and embodies a near-future architectural vision powered by AI. A transparent glass interface in the center of the building displays information, allowing users to control indoor environments such as lighting and air conditioning through hand movements and voice commands. Furthermore, by incorporating AI, it learns individual preferences and comfort levels, enabling a more customized and comfortable living experience.

These architectural services are realized through Takenaka Corporation's Building Communication System. The architecture, directly connected to both people and the environment, appears as if it is part of nature, giving the impression that life has been breathed into the building.

Finally, Mr. Ueno stated, "Over the next two years, we want many customers to experience the near-future of living and mobility in this wonderful facility, which utilizes the EQ models and the latest technologies we will be rolling out. We will also be hosting various content and collaborations within the facility, with specific themes for different periods. The first collaboration will be with Fujitsu, Nishikawa Co., Ltd., which researches sleep, and ABC Cooking Studio, which develops recipes for restful sleep. Additionally, NEXT DOOR will offer special EQ-themed food and drink menus, and we plan to introduce a limited collection inspired by EQ."

The EQC is scheduled for release within 2019.