Mercedes Won’t Let Its Cars Look Like Appliances On Wheels, Thinks This Concept Proves It

The brand’s design chief, Gorden Wagener, stated that the front end of the Vision V concept “offers a lot of status and respect”

Mercedes is in the midst of a design evolution, aiming to unify the styling language across both its electric and combustion vehicles. Gorden Wagener, Chief Design Officer for all brands under the Mercedes-Benz Group, says the company is determined to avoid the dreaded “sea of sameness” that’s overtaking the automotive world and steer clear of producing “appliances on wheels”. Or at least, that’s the plan.

Speaking with Autocar at the Shanghai Auto Show, Wagener dropped a few breadcrumbs about what’s next for the brand’s design direction. “The worst part of new design trends is having no identity,” he said, likely referencing the wave of rather uninspiring, cookie-cutter EVs flooding the Chinese market right now.

Luxury Means More Than Just Getting From A to B

For Wagener, standing out is even more critical in the premium segment. He explained, “When it comes to luxury, you start a love affair with the car. You attach emotion to it. You don’t just want an appliance that gets you from A to B.” He defined luxury as something that’s desired, not needed, adding that Mercedes doesn’t aim to make “appliances on wheels.”

Instead, the brand will focus on communicating “respect” through design, something Wagener believes buyers inherently associate with the Mercedes-Benz name. He explained, “You deserve some respect. You’ve made something out of yourself and you’ve been successful in life, so you deserve some respect for that.”

Mercedes Vision V Concept

A Glimpse of the Future: Mercedes Vision V Concept

Wagener pointed to the new Mercedes Vision V concept, which was revealed at the Shanghai Auto Show, as an embodiment of this design philosophy. The concept previews the next-generation Mercedes V-Class and is built on the new VAN.EA architecture. Its exterior features an illuminated grille, cutting-edge LEDs, and sculpted bodywork. Inside, it’s decked out with a 65-inch screen and a ridiculous 42 speakers in what Wagener describes as a “private lounge interior.”

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As for the grille, Wagener stressed that it’s a critical part of the Vision V’s design. “The iconic signature grille that nobody else has is important,” he said. But he also made it clear that bigger isn’t always better.

“You see a lot of big grilles out there, and this alone is not necessary. Respect probably has to do with the sublime. When you look at buildings, churches, temples, they have to have a deeper meaning, and this Mercedes grille is probably the best known around the world, so it has a meaning that many people associate with a lot of things – and no other brand has that,” said Wagener .

A Unified Design for ICE and EV Models

Mercedes has long stated it wants to have a common styling language for electric and combustion models, abandoning the polarizing egg-shaped designs of the EQE and EQS lines. The new strategy has already been showcased by the G-Class and the new CLA, and will be followed by the upcoming GLC as well as the next generation of the E-Class and S-Class sedans.

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“In the first generation, we did purpose design because it was special and people want to show they are driving electric cars, and to make them a bit different, more aerodynamic and futuristic-looking”, Wagener explained. The differentiation between EV and ICE no longer matters for buyers, so Mercedes will “definitely move away from that”.

Mercedes has pledged to introduce 17 new or refreshed EVs and 19 ICE models by 2027. This means that its designers will have plenty of opportunities to show us what they mean with “respect”. Hopefully, this will help the brand establish a strong identity not just against its homegrown premium rivals, like BMW and Audi, but also new ones coming from China.