Design creates the unusual and is a decisive factor in shaping a public brand image. The designers of the Daimler design department are involved between the poles of tradition and modernity to develop today the cars of the future.
For them, a holistic approach is essential. Not only the products but also the brands of Daimler AG have to be put in scene perfectly. That's why the international team around Head of Design, Daimler AG Gorden Wagener is responsible for the design of all brands and products within the company – including all cars as well as a holistic corporate design of all brands. The designers thus create every touchpoint where the customers contact the company, and an overall experience at the same time. Their aim is that the company is recognized as an international luxury label, because for them, luxury is much more than an automotive statement, it is a lifestyle.
Their focus is constantly on the main brand, Mercedes-Benz, with its design philosophy of sensuous purity that defines a modern luxury. Luxury today means timelessness that goes beyond what is merely fashionable. True luxury is rare and thus also highly coveted. This is less and less a desire for material values; it is instead a wish for emotive, authentic experiences, coupled with a paring-down to the essentials.High-tech in combination with traditional craftsmanship and genuine enjoyment moves more into the focus.