Design is crucial to a brand and a holistic design approach is paramount. For this reason, Daimler AG designers are responsible for designing all brands and products within the company: from the smallest model series smart to Mercedes-Benz models and also commercial vehicles.
Perceptible passion paired with the courage to try something new, high levels of quality and aesthetics, excitement and style – these are all words that the public and specialists frequently link to the current passenger car design by the premium brand from Stuttgart. Important components include the awareness of the brand's unique history that merges intelligence and emotion, a new design idiom that combines sensuality with purist clarity as well as the courage to refuse to accept limitations and to break boundaries with innovative ideas and produce attractive automotive visions.
Good design must be beautiful, but also intelligent
It is for a reason that the majority of Mercedes-Benz cars provide the best aerodynamics characteristics in their segment. Emotion and rationality go hand in hand and this is the important message of the current Mercedes-Benz design, which follows a well-considered strategy. The objective is to create clear shapes and smooth surfaces so as to showcase high-tech and simultaneously trigger emotions. This design idiom is defined by firmly anchored principles. The focus of the designers at Mercedes-Benz is therefore always on designing vehicles in a unique way, and thus in a manner which is both rich in contrasts and stimulating, while also creating inspirational proportions. Clear basic forms designed with sensually flowing lines exhibit a refined depth of design to form the centre of attention, whereby each Mercedes-Benz exudes a natural sense of appeal. Production specialists and pre-developers already work hand in hand with designers during the early stages to verify what is feasible and search for methods to bring new and ambitious design targets to large-scale series production. In this process, elements such as lines that emerge gently from surfaces to then harmoniously merge into others represent challenges, as do material properties, the implementation of different functions, high levels of accuracy, statics, safety aspects and many more factors besides.