Brand creation is a core factor within the Mercedes-Benz design philosophy. Every child today can recognize a Mercedes-Benz. But deter-mining how the car’s design shapes the brand calls for expert strategic far-sightedness. Mercedes-Benz sees the design invested in its products as a way of introducing concepts. Design is not an equipment feature, but an integral part of the car’s personality. It expresses the character of the vehicle by creating an identity out of the interplay between technology and form, tradition and future. And since design must be long-lasting, it avoids short-lived fads. In this way, design lends sustainable strength to the brand-specific knowledge about Mercedes-Benz – and the unique tradition of the brand that stretches back over one hundred years. Thanks to continuity over many decades, Mercedes-Benz design has been able to sharpen its focus on the innovation values of cars bearing the three-pointed star, as well as on their future orientation. In addition to technical and design functions, the customer also recognizes the symbolic power of a Mercedes-Benz. In this way what forms in the public consciousness is a subjective image of the brand that provides the basis of a distinctive brand identity.

“Ugliness doesn’t sell well,” is a comment attributed to Raymond Loewy from the 1950s. The French-born North American industrial designer was well aware of the interaction between product, customer and brand identity. He was convinced that people revealed a lot about their personality through their choice of car. After all, few products are as public as a car.

More than ever, people nowadays see car travel as an experience. They live more intense and self-aware lives than ever before. They take enjoyment in life’s pleasures – and in beautiful cars in particular. The fact they enjoy exhibiting their Mercedes-Benz in public as an expression of their personal lifestyle speaks eloquently for the brand’s high prestige value. And design is the chief factor responsible for the passion that awakens desirability.