Sensual purity: the Mercedes-Benz design philosophy.
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The aim of the design philosophy of Mercedes-Benz is to create pure and sensual forms and surfaces that showcase high tech while radiating emotional appeal.
Mercedes-Benz has a history of making history. Since the first car, Mercedes-Benz has set the pace for what all cars might someday become. With an ongoing stream of firsts in safety, performance and driving enjoyment, it's an ever more exciting roadmap to the future. And while there's a neverending roster of new achievements, there's only one reason the world's first automaker remains first in innovation. Carl Benz said it best: "The love of inventing never dies."
In 1967, two automotive engineers with a passion for motorsports began fine-tuning engines for Mercedes-Benz racecars in an old mill. Today, as the performance division of Mercedes-Benz, AMG creates some of the most sought-after vehicles in the world. They're the product of skilled craftsmen, designers and engineers who live to test the limits, and one shared conviction: on the road to driving performance, short cuts never win the race. Deliciously angry machines.
Design creates the unusual and is a decisive factor in shaping a public brand image. The designers of Mercedes-Benz create tomorrow's cars today between the two opposite poles of tradition and the modern age. At the core of their work is sensuous clarity as the definition of modern luxury. It gets to the very heart of one of the brand's essential aspects - the bipolarity of intelligence and emotion. Reason and intellect are one side of the core of the Mercedes-Benz brand, symbolically represented by Carl Friedrich Benz. The other side is characterized by Gottlieb Wilhelm Daimler and the era of early racing and classic cars, which is why enthusiasm, desire and pleasure are important for the brand. The goal of the design philosophy is to create clear contours and sensuous surfaces that stage high-tech while at the same time arousing emotions. This is how the brand and its products are put in the limelight.
Modern luxury.
Luxury today means timelessness that goes beyond what is fashionable. And true luxury is rare, which is why it also highly coveted. Mercedes-Benz stands for modern luxury, because people care increasingly less about material values and possessions. Emotional, authentic experiences, back to what is important, high-tech in combination with traditional craftsmanship and genuine pleasure is increasingly becoming the focus. The Mercedes-Benz designers use the modern design idiom of sensuous clarity to create spaces in which the customers can experience modern luxury.
Every type of vehicle from Mercedes-Benz – luxury saloon, coupé, roadster or compact car - is an icon and is initially perceived with the senses. Hardly anyone is able to escape this emotional effect, because the design by itself creates desire long before hearing about innovations or technical features. It is one of the main jobs of the Mercedes-Benz design team to stir this desire in the observer.
From the first idea and many draughts to the finished model - for the designers it is always a renewed challenge to style desirable automotive visions. The job is to design a balance of the products' outstanding technical features, quality and styling using a visionary design idiom, again and again. In this process, the design philosophy of sensuous clarity that formally defines modern luxury plays an important role.
Sensuous clarity.
Sensuousness includes everything that expresses emotions and touches the heart, such as e.g. balance, warm colours, natural beauty, soft shapes, harmony and emotion.
In contrast, clarity means that the essence, the essence of the formal statements, is highlighted and made tangible in its pure form. This is how expressive, clearly defined, visionary shapes are created.
The design idiom is defined with inviolate principles. These are interpreted suitably for each model, which gives each model series its own distinct character and yet ensures that is identifiable as a Mercedes-Benz.
The focus of the Mercedes-Benz designers is always on creating unique and invigorating vehicles that are full of contrasts while shaping thrilling proportions. At the heart are clear basic shapes that have a sensuous flow and a sophisticated design depth, which gives every Mercedes-Benz a natural force of attraction.
The design philosophy of sensuous clarity creates a perfect balance between tradition and progress. And the visionary design idiom drives the Mercedes-Benz designers to continuously strive for the perfect form.
Out of passion for motor sports.
"Driving Performance" describes the two core elements of Mercedes-AMG: first, power delivery, handling and sound – that is, the elements that make up the unique AMG motoring experience; and secondly, the claim to be the innovator in the high-performance segment.
Mercedes-AMG, the performance brand from Mercedes-Benz, combines sporty dynamism with premium refinement details with the benefits of a series-production vehicle from Mercedes-Benz. A handcrafted character and engineering art are in the DNA – and have been for over four decades.