Brand's design boss says upcoming S-Class will kickstart a new iteration of design language, though it won't be a revolution.
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German manufacturer Mercedes-Benz says it will continue down an evolutionary path with its current design language, rather then starting afresh when it unveils the next step in its current ‘Sensual Purity’ design language with the next-generation S-Class.

“We always make meetings with management and think about the future [of design], is sensual purity right or should we do sensual disruption now or whatever, we think of everything,” the brand’s chief designer, Gordon Wagner, told media at the Consumer Electronics Show (CES) in Las Vegas.

“So far the clue is that sensual purity was right because it is a mirror of the brand. In a luxury brand it’s important to create a certain style and then be able to push that through.”

Wagner has been in charge of the current crop of Mercedes-Benz vehicles, all current or recently unveiled generations bar the GLS, the new generation of which will be unveiled at this year’s New York motor show in April.

“I cannot imagine changing that, what we need to change is treating it like an operating system. Sensual purity 1.0, 1.5 and 2.0. The next S-Class will be 3.0 and so on and so on and then use that across our four sub brands,” Wagner added.

Mercedes has broken its design language into AMG, Maybach, EQ along with its core Mercedes-Benz and Smart brands. This, Wagner says, allows the brand to take on any and all competitors. Even so, the German company is reluctant to change a design language that has seen it become the best-selling luxury brand globally.

“We will not throw out our thinking of it. We can say why it’s right and why it’s referring to the brand and building the brand. Our goal is make Mercedes the most beloved car company in the world and so we have gone quite a bit on this way, we are not there yet but that is our goal and that language is just right.”

According to Wagner, other manufacturers have taken design elements from the current Mercedes line-up, but that has not been successful.

“Many competitors are actually jumping on it, but some competitors you see when you apply [our design] to their proportions it doesn’t work, when you don’t have right proportions you have to throw stuff on it. When you have great proportions it allows you to take stuff out.”

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