The EQS Wasn't Unattractive by Chance, But Mercedes Believes It Has a Better Understanding Now | Carscoops

      Early EV purchasers sought unique designs, but Mercedes believes that blending in is now a more strategic choice.

      Mercedes notes that initial electric vehicle buyers preferred cars that looked distinct.

      The EQS, EQC, and EQE were designed to differ significantly from internal combustion engine (ICE) vehicles.

      Future electric models, including the C-Class, will have styling similar to combustion-powered versions.

      For a long time, many traditional automakers thought that setting electric vehicles apart from their gasoline-powered models was the best approach for sales. Even now, some brands still adhere to this notion. However, Mercedes-Benz is shifting away from this strategy, planning for the next generation of electric and ICE vehicles to feature almost identical designs.

      The company indicates that early EV buyers desired distinct aesthetics, which resulted in models like the EQS, EQC, and EQE looking markedly different from their combustion counterparts, such as the GLC and E-Class.

      Reflections on the Jellybean Era

      Design leader Gorden Wagener previously defended the “jellybean” or “egg-shaped” design as “intentional and highly progressive,” but he later admitted that the car “was introduced a decade too early” and that the marketing strategy may not have been beneficial.

      With early adopters having already made the transition to electric vehicles, Mercedes is now focusing on mainstream consumers who prefer their EVs to be less conspicuous.

      “Early adopters wanted to stand out,” chief technology officer Markus Schäfer stated in an interview with WhichCar? in Australia. “They aimed to showcase their electric vehicle, but as we move into mainstream acceptance, customers want their EVs to blend in. They desire the same design regardless of the drivetrain.”

      Uniform Aesthetics, Distinct Platforms

      This fresh perspective is particularly noticeable with the newly released all-electric GLC. Introduced last month, it replaces the underperforming EQC and bears a strong resemblance to its ICE counterpart. Similarly, the new CLA maintains the same appearance, whether equipped with a battery and electric motor or a combustion engine.

      While Mercedes-Benz plans for future electric models to adopt familiar styling from combustion vehicles, it remains committed to utilizing separate platforms for EVs and ICEs, rather than creating a universal platform for all models, independent of powertrain.

      “In the future, the body design will be consistent. The MB.UX intelligence will be the same, but the platforms will differ,” Schäfer explained. He elaborated on the rationale behind this approach, noting that accommodating multiple drivetrain types within a single platform can compromise battery space and, consequently, range.

      “Combining both drivetrains onto the same platform ultimately leads to compromises, and we prefer not to deliver compromised vehicles,” he added.

      The future C-Class will embrace the same strategy, being built on the MB.EA platform featuring 800-volt technology and a 94-kWh battery for its electric variant. Teased earlier this year, it is expected to debut in 2026 as Mercedes’ competitive response to BMW’s new i3.