Mercedes Refuses to Allow Its Cars to Resemble Appliances On Wheels, Believes This Concept Demonstrates Its Commitment | Carscoops

      The design chief of the brand, Gorden Wagener, mentioned that the front of the Vision V concept "conveys a significant amount of status and respect."

      Mercedes is working to unify the designs of its electric and combustion vehicles to prevent what they describe as a “sea of sameness.”

      Wagener emphasizes that luxury cars should evoke emotions rather than merely fulfill a functional role.

      The company intends to launch 17 new or updated electric vehicles by 2027, in alignment with its new design philosophy.

      Mercedes is undergoing a design transformation, striving to harmonize the aesthetic across its electric and gasoline-powered cars. Gorden Wagener, Chief Design Officer of the Mercedes-Benz Group, asserts that the company is committed to avoiding the dreaded “sea of sameness” that currently plagues the automotive industry and is keen to evade creating vehicles that are merely “appliances on wheels.” This is part of their strategy.

      During a conversation with Autocar at the Shanghai Auto Show, Wagener shared insights about the brand's future design trajectory. “The most unfortunate aspect of new design trends is the lack of identity,” he commented, likely referring to the wave of rather bland, generic electric vehicles saturating the Chinese market at present.

      Luxury Is More Than Just Transportation

      For Wagener, standing out is crucial in the luxury market. He noted, “When it comes to luxury, a relationship with the car begins. You form an emotional connection. You don't simply want a functional vehicle for getting from A to B.” He characterized luxury as a desire rather than a necessity, stating that Mercedes aims to avoid producing “appliances on wheels.”

      Instead, the brand will prioritize conveying “respect” through its design, something Wagener believes customers inherently associate with the Mercedes-Benz brand. He elaborated, “You deserve respect. You’ve achieved something in life, and you deserve acknowledgment for that.”

      The Vision V Concept: A Look into the Future

      Wagener highlighted the new Mercedes Vision V concept, unveiled at the Shanghai Auto Show, as a representation of this design philosophy. This concept previews the next generation of the Mercedes V-Class and is constructed on the new VAN.EA platform. Its exterior boasts an illuminated grille, advanced LED lighting, and sculpted bodywork. Inside, it is equipped with a 65-inch screen and an impressive 42 speakers, creating what Wagener describes as a “private lounge interior.”

      Concerning the grille, Wagener underscored its importance to the Vision V’s design. “The distinctive grille that no one else has is vital,” he remarked. However, he clarified that a larger size isn’t always preferable.

      “You see many oversized grilles these days, and they aren't always necessary. Respect is likely connected to elegance. When you observe buildings, churches, or temples, they must convey a deeper significance, and this Mercedes grille is perhaps the most recognizable worldwide, carrying meanings that many people associate with it—something no other brand offers,” noted Wagener.

      A Cohesive Design for ICE and EV Models

      Mercedes has long expressed its desire to establish a unified styling language for both electric and combustion vehicles, moving away from the divisive egg-shaped designs of the EQE and EQS models. This new approach has already been evident in the G-Class and the latest CLA, and will continue with the forthcoming GLC as well as the next generation of the E-Class and S-Class sedans.

      “In the first generation, we embraced purpose-driven design because it was unique, and consumers wanted to showcase they were driving electric cars, making them look distinct, more aerodynamic, and futuristic,” Wagener explained. The distinction between electric and internal combustion vehicles is becoming less significant for buyers, prompting Mercedes to “definitely move away from that.”

      Mercedes has committed to introducing 17 new or refreshed electric models and 19 internal combustion engine vehicles by 2027. This promises plenty of opportunities for their designers to demonstrate what they mean by “respect.” Ideally, this will assist the brand in establishing a strong identity not only against their traditional premium competitors like BMW and Audi but also new challengers emerging from China.