The encyclopedia · Advertising & PR · Marketing decision · 2023
Mercedes' EQC '254 mile range' banned — the figure was based on a full charge, not 80%
Mercedes' EQC site promised 254 miles of range beside a 40-minute charge claim. The ASA banned it: the range starts at 100% charge — the ad implied 80%.
Mercedes-Benz · 2023-12
What happened
Seen on 1 June 2023, the Mercedes-Benz UK website and e-brochure promoted the EQC electric SUV: 'Introducing the EQC … All-electric range of up to 254*' and 'EQC 400 4MATIC … Electric range 254 miles – WLTP¹', with footnote text explaining the values came from the WLTP measurement procedure.
Mercedes said the 254-mile figure came from WLTP testing that starts with a 100% charge — it was not possible to provide a range figure at any other state of charge — and that it recommended charging to only 80% to maximise battery life unless a customer needed to travel further. It argued the e-brochure caveat said the figures were for comparison purposes only.
On 20 December 2023 the ASA upheld the complaint. The website's separate 'Charge in approx. 40 minutes**' claim — small print: times from a 10-80% charge — implied the 254-mile range also came from an 80% charge, while the e-brochure's asterisk pointed at the CO2 emissions figures rather than the mileage range. Material information about the basis of the range was omitted. The ads breached CAP rules 3.1, 3.3 and 3.9 and must not appear again in the form complained about.
Why it happened
- Range and charge time appeared as one journey: 40 minutes reaches 80%, but the 254 miles starts at 100%.
- The e-brochure's asterisk qualified the CO2 figures — a footnote that pointed at the wrong claim.
- Mercedes recommends charging to 80% in real life, yet advertised a figure from the full-charge state it tells customers to avoid.
- WLTP may standardise range at 100% charge, but the standardised basis still has to match what the page implies.
The lesson
A range figure needs its basis stated: Mercedes advertised the EQC's 254-mile WLTP range beside a 40-minute 10-80% charge — the ASA said the pairing implied the range came from an 80% charge.
Aftermath
The ASA ruled the ads must not appear again in that form and told Mercedes to state significant limitations and the basis of any mileage range.
Sources
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