by The company is rethinking its approach to design, aiming to unify the style of electric and gasoline models. Gorden Wagener, Chief Design Officer of Mercedes-Benz Group, noted that the brand will avoid cliché solutions and will not create cars resembling “household appliances on wheels”.
During an interview at the auto show in Shanghai, Wagener revealed some details of the company’s future style. He expressed the opinion that “the worst thing about new trends is the loss of individuality”, likely referring to the stream of identical electric cars on the Chinese market.
Buyers of premium cars expect uniqueness, not clichés
Wagener believes that standing out is particularly important for the premium segment: “Luxury is when you feel emotions for a car, not just use it as a means of transportation”. He emphasized that Mercedes does not produce “household appliances on wheels”, but creates cars that evoke desire, not just meet needs.
Instead, the brand will focus on conveying a sense of “respect” through design, which, according to Wagener, is associated with the brand by customers: “You deserve respect. You have achieved success in life, and your car should reflect that”.
As an example of this approach, Wagener cited the new concept presented in Shanghai, noting that it is “almost ready for series production”. This electric minivan showcases the future generation of the V-Class and is built on the VAN.EA platform. Its features include a large light grille, modern LEDs, refined body contours, and an interior with a 65-inch screen and 42 speakers.
Wagener particularly highlighted the unique radiator grille of the Vision V: “We see many massive grilles, but size is not the main thing. Respect is associated with depth. Our grille has a meaning that people around the world associate with the brand – something other manufacturers don’t have”.
Electric cars and ICE vehicles will receive a unified style
Mercedes has long stated its intention to unify the design of its models, moving away from the controversial rounded shapes of the EQ line. The new approach is already visible in the G-Class and future generations of the GLC, E-Class, and S-Class.
“Initially, we made electric cars special to emphasize their difference, to make them more aerodynamic and futuristic,” explained Wagener. Now, the difference between electric cars and ICE vehicles has lost significance for buyers, so the brand is “definitely moving away from this principle”.
By 2027, Mercedes plans to introduce 17 new or updated electric models and 19 ICE vehicles. This will give designers numerous opportunities to demonstrate what they mean by “respect”. This approach will help the brand create a strong identity not only among German competitors like BMW and Audi but also in the battle with new market players.
