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The future of Mercedes might not be EQ

Credit: Mercedes-Benz

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Mercedes may abandon its EQ brand name by 2024 as its product catalog becomes completely electric.

Mercedes introduced its EQ branding in 2016 as a quick way for any consumer to identify any electric Mercedes model, as opposed to a gas or diesel-powered one. However, as the company has aggressively electrified over the past few years, the company has recognized that a differentiator will become less and less necessary. According to Reuters, the company is now looking to abandon the brand name in the next two years.

Details about the potential of the EQ brand going the way of the dodo came from Mercedes insiders talking with the German newspaper Handelsblatt. One such insider said in a comment to the paper, “With the goal of our parent brand Mercedes-Benz becoming fully electric by the end of the decade, we will adapt the positioning of the vehicles and thus also the use of the brand in line with the times, but it is too early for details on this at the moment.”

So what is to come of electric Mercedes models of the future? There are a couple of possibilities. Mercedes and German luxury automakers, generally, are certainly not foreign to the idea of making complex names for their products and potentially using a simpler badge or a nameplate with an identifier at the end of the name, such as the Mercedes S 580 4MATICe. However, the company may also choose to completely forgo an electric nameplate and instead begin to identify gas models, which, many assume, would become minority sales in the coming years.

Perhaps more exciting than the changing of model names is the prospect of an automaker finally selling a vehicle that is just assumed to be electric when it isn’t either from Tesla, Rivian, or Lucid. More than anything, this shows just how far the concept of electric vehicle adoption has come, and for an EV enthusiast, there is nothing more exciting.

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What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

Will is an auto enthusiast, a gear head, and an EV enthusiast above all. From racing, to industry data, to the most advanced EV tech on earth, he now covers it at Teslarati.

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Elon Musk reveals big plans for Tesla Optimus at the Supercharger Diner

Will Optimus deliver my Tesla Club on roller skates? I’m hopeful.

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Credit: Elon Musk | X

Elon Musk revealed on X on Wednesday that Tesla Optimus will soon be getting a job at the Supercharger Diner in Los Angeles, and its role will be right on par with what we believed the humanoid bot would be perfect for.

While Optimus was spotted serving popcorn at the Diner on Monday as it opened for the first time, that’s its only job, at least for now. Musk said Optimus will be getting a promotion in 2026, and it will be a food runner, bringing your order straight to your car, eliminating the need to go inside yourself.

It will complete what Tesla hopes is a full-fledged 50s diner experience, curated by the imagination of the future. In the 1950s, drive-in diners were a common hangout to grab a bite and watch a movie. Tesla opened its Supercharger Diner in Los Angeles earlier this week, but it has a futuristic twist to it.

You can order food directly from your car, sync your center touchscreen and speakers to the two massive projection screens that Tesla is playing movie scenes on at the Diner, and even go inside for a true break from your car.

Next year, Tesla will take it a step further, Musk confirmed:

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The Diner features 80 Superchargers that can be used by both Tesla and non-Tesla EVs, provided that the manufacturer of the electric car has access to the company’s robust network. It is also available to non-EV owners, as they can park their cars and stop in for a quick bite to eat.

Tesla’s full menu at the Diner is available here, and its focus for the restaurant was to provide healthier options by sourcing most of its food from local, organic, and humane farms:

Optimus’s capabilities seem to be progressing to a point where Tesla feels confident that the humanoid robot can handle carrying food and delivering it to customers at their cars. Whether it will be put on roller skates is another question, but we’re hopeful Optimus can do it when it gets its promotion next year.

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Investor's Corner

Tesla Q2 2025 earnings: What Wall Street expects

The company has faced mounting pressure this year, with TSLA stock down 19% year-to-date.

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Credit: Tesla Asia/X

Tesla (NASDAQ:TSLA) is set to release its second-quarter 2025 financial results after markets close on Wednesday, July 23. The company has faced mounting pressure this year, with TSLA stock down about 19% year-to-date. 

What Wall Street expects

As noted in a TipRanks report, Wall Street has remained cautious about the electric vehicle maker due to concerns about the EV segment in general, competition, reduced margins, federal EV regulations, and CEO Elon Musk’s political activities. 

Overall, Wall Street expects Tesla to post earnings per share of $0.39, down 25% from a year ago. Tesla’s revenue is forecasted to fall 13% to $22.19 billion, and analysts also expect the electric vehicle maker to post lower margins this quarter.

Analyst expectations

Tesla delivered approximately 384,120 vehicles in Q2, a 13.5% drop year-over-year, as per Main Street Data. The company also produced over 410,000 vehicles and deployed 9.6 GWh of energy storage products during the quarter. 

Ahead of the earnings call, Cantor Fitzgerald analyst Andres Sheppard reiterated a Buy rating and a $335 per share price target. He also adjusted his Q2 revenue forecast to $21 billion, down from his previous estimate of $24.1 billion. Despite short-term softness, Sheppard maintained his 2025 and 2026 projections, citing confidence in Tesla’s high-margin Robotaxi business model.

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Barclays analyst Dan Levy kept a Hold rating with a $275 price target. He stated that the company faces “increasingly weaker fundamentals,” but he also suggested that Tesla’s Robotaxi story could drive optimism. Levy expects modest gross margin improvement quarter-over-quarter and flagged the full-year EPS estimate drop from $3.20 to $1.84. Delays in launching the affordable Tesla model remain a downside risk, Levy noted.

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Tesla expands FSD Transfer offer to Europe and the Middle East

Tesla’s FSD transfer offer has long been used as a quarterly sales lever in North America.

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Credit: Tesla Europe & Middle East/X

Tesla has extended its Full Self-Driving (FSD) transfer promotion beyond North America, opening the door for owners in Europe and the Middle East to carry over their existing FSD systems to a new vehicle. 

The move comes days after Elon Musk acknowledged a user’s request for FSD transfers in Europe on X, which the CEO called a “fair” ask. Tesla Europe later confirmed the offer via its official X account.

FSD transfers reaching new markets

FSD transfers have been used as a quarterly sales lever in North America, with its most recent availability in April 2025, as noted in a Not a Tesla App report. While this incentive had remained exclusive to the U.S. and Canada, Tesla’s latest announcement marks the first time the program has been rolled out internationally. 

Interestingly enough, the offer hasn’t yet been extended to other FSD-enabled regions like China. This suggests that Tesla may be prioritizing markets where regulatory approval for FSD remains pending. European Tesla owners, after all, have been waiting literal years for FSD to be rolled out into their countries. 

https://twitter.com/teslaeurope/status/1947332091160449119

How the program works

The process for FSD transfers is straightforward. Existing Tesla owners with FSD must place a new vehicle order and complete delivery during the active promotion period. During checkout, customers are instructed not to add FSD to the new car. Instead, they must notify a Tesla advisor of their intent to transfer their existing vehicle’s FSD. 

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On delivery day, FSD will be deactivated on the old vehicle and activated on the new one. Customers are not required to trade in or sell their original Tesla that had FSD, though once the license is moved, the old vehicle reverts to just Basic Autopilot features.

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