Mercedes Will No Longer Create Vehicles With Distinct Designs Based On The Powertrain They Choose

Mercedes-Benz will adopt a new design language centered on “respect” to refresh its lineup and unify the styling of its electric and combustion vehicles.

The move is part of an effort to differentiate future Mercedes models from their rivals and strengthen their desirability as luxury products.

Gorden Wagener, Mercedes’ design chief, told British Autocar at the Shanghai Motor Show that the main problem with current design trends is their lack of identity. He stressed that Mercedes wants to avoid blending into “a sea of similarity.”

This is especially important in premium segments, where cars must be more than just a means of transportation, Wagener said.

“I think when it comes to luxury, you start a love affair with a car. You attach emotions to it. You don’t just want to have a device that gets you from point A to point B.”

Mercedes shouldn’t, Wagener said, “be like a refrigerator-something you need,” because “luxury is something you want, not something you need,” adding, “We don’t make gadgets on wheels.”

That’s why Mercedes will “place greater emphasis” on respect in the design of its vehicles in the future, “because that’s what people expect from us when they buy a Mercedes.”

“You deserve some respect. You’ve made something of yourself and been successful in life, so you deserve some respect for that.”

Some of the elements that Mercedes will implement to achieve this were announced by the unusual Vision V concept—which Wagener described as “damn sexy” and “very close to production.”

“This car commands status and respect from the front,” he stated, highlighting the brand’s essence of love and respect. Wagener noted that the “iconic grille, unique to us,” helps Mercedes stand out from the crowd.

He added, however, that paying homage to the bold design of the vehicle does not necessarily mean installing bigger and bigger grilles but rather emphasizing the shape and distinctiveness of the front end.

This new approach must apply to both SUS cars and electric vehicles in the future, as Mercedes will no longer design cars differently depending on which powertrain they use.

For example, the EQE and E-Class will be brought closer together, and the EQS will simply be replaced by an electric derivative of the next S-Class.

“We are moving away from having two design languages,” Wagener said. Initially, we used a unique design for electric cars to highlight their special nature, making them aerodynamic and futuristic. However, the focus has shifted to the Mercedes brand. We will emphasize the distinctive front end to ensure Mercedes stands out.

For me, it doesn’t matter if it’s electric or combustion-engine; it’s still a Mercedes.”

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