Design.

We are creating the design idiom of the automotive future.

Design Insight


Design Insight.

Design Insight


Design Insight.

  • Philosophy

    Mercedes-Benz design philosophy.

    The Mercedes-Benz design philosophy strikes the balance between tradition and modernity.
    Gorden Wagener is the head of design of Daimler AG.

    Mercedes-Benz design philosophy.

    Design creates the exceptional and plays a crucial role in defining the public brand image. The designers of the Daimler design division create the cars of the future today at the crossroads of tradition and modernity.

    To them, a comprehensive approach is essential because both the products as well as the brands of Daimler AG have to be put in perfect light. That is why the global team around Daimler Head of Design Gorden Wagener designs all brands and products of the company - from the automobiles to the holistic corporate design of all brands of the Group. As a result, the designers create all touchpoints where a customer comes into contact with the company, while at the same time creating an overall experience.

  • Process

    The way Mercedes-Benz Design works.

    The design process starts with a sketch that reflects joy of innovation and love of detail.

    The way Mercedes-Benz Design works.

    The work of a designer is characterised by joy of innovation and love of detail. Years go by from the first idea to model acceptance, years during which the designers jointly create the final vehicle step by step. The team works with what initially are rival designs to create the next generation of a Mercedes-Benz.

    The design process is an integral part of the development process (Mercedes-Benz Development System). The designers work closely with research, development and production units, coordinate vehicle dimensions, material concepts and production processes, and consequently also ensure the producibility.

  • Design Code

    The definition of Sensual Purity.

    The 'Design Code' of Mercedes-Benz allows a discrete interpretation of Sensual Purity for each model.

    The definition of Sensual Purity.

    The 'Design Code' of Mercedes-Benz.

    The 'Design Code' of Mercedes-Benz.

    The design philosophy of Sensual Purity as an expression of modern luxury is at the heart of the work of the Mercedes‐Benz designers. It is defined by the 'Design Code', which is based on six guidelines. They are interpreted accordingly for each model, and as a result give each vehicle an independent character, while nonetheless ensuring that it is always recognisable as a Mercedes‐Benz.

Advanced Design Studios


Advanced Design Studios.

A dialogue with the future.

Advanced Design Studios


Advanced Design Studios.

A dialogue with the future.

The designers of the advanced design studios create passenger and commercial vehicles for tomorrow.

Day in, day out, the designers of the Daimler Design unit create vehicles that will not catch people's eyes on the road until years later. Their colleagues in the five Mercedes-Benz Advanced Design Studios travel even farther into the future. They frequently think a decade and more ahead. In this process, they not only look to the domestic market for orientation, but also incorporate new trends from other continents and foreign cultures.

Clay models make the visionary designs of the advanced design studios tangible.

Their job is to think ahead globally into the future, cultivate cultural exchange and conduct trend research. That is why four of the five advanced design studios of Mercedes-Benz are located abroad. It is not about following fads, but about identifying long-term trends, which increase the value of the Mercedes-Benz brand for many decades, ideas that meet the highest standards regarding technology, performance, comfort, and safety. The advanced design studios are creative spaces where the designers can let their thoughts roam freely without thinking of a series production right away.

Advanced Design Studios - Locations


Advanced Design Studios - Locations.

Advanced Design Studios - Locations


Advanced Design Studios - Locations.

  • Carlsbad

    Advanced Exterior Design Studio Carlsbad.

    Exteriors for visionary show cars, concept cars, and mobility concepts are created in Carlsbad, California.

    Advanced Exterior Design Studio Carlsbad.

    The advanced design studios are creative spaces where the designers can let their thoughts roam freely without thinking of a series production right away. In Carlsbad, California, designers are creating the exteriors of show cars, concept cars, and mobility concepts for tomorrow and beyond. The location is subject to the influences of the typical Californian lifestyle and to the proximity to Hollywood. As a result, Carlsbad is home to a very special form or creativity, which also leaves its marks on the design of the Mercedes-Benz production models, and opens up new perspectives.

    The Advanced Exterior Design Studio Carlsbad takes inspiration from the American automotive world.

    Another task of the studio is identifying trends and transferring stimuli from the American automotive world, because it differs in part from that of Europe.

    However, the one-of-a-kind Mercedes-Benz design philosophy of Sensual Purity is recognisable in all projects. In this process, Carlsbad works closely with the other advanced design studios.

  • Como

    Advanced Interior Design Studio Como.

    The Advanced Interior Design Studio Como resides in a stylish Italian villa.

    Advanced Interior Design Studio Como.

    In the studio in Como, the designers are working on future interior concepts, with colour and trim in particular playing key roles.

    The villa, built around 1750, has period ceiling frescos, long corridors and different floors of terracotta and wood. Located in the Como, Milan and Turin triangle, it is an extraordinary inspiration for the designers. This is the home of the furniture industry and the fashion world. The designers incorporate this palpable proximity into their daily work.

    Traditional craftsmanship inspires the designers in Como in the development of pioneering interiors.

    The fact that traditional craftsmanship is held in high regard there makes it an ideal environment for the advanced interior design studio. The creative minds in Como are thus very open to the influences of the region and bring these inspirations to life in new vehicle interiors. New colours and materials provide new stimuli and are combined in ever new ways, details are being developed and the shapes of the interior are continuously evolved with the help of the design philosophy of Sensual Purity.

  • Beijing

    Advanced Design Studio Beijing.

    The Advanced Design Studio Beijing is the design hub of Mercedes-Benz in Asia.
    The advanced design studio in Beijing focuses on new mobility concepts.

    Advanced Design Studio Beijing.

    The advanced design studio in Beijing is the heart of the local R&D Centre and the new design hub of the company in Asia. Its main task is to offer Chinese customers an even more intense Mercedes-Benz brand experience. As a seismograph for design, cultural and mobility trends, the studio is an integral part of the global design network of Daimler. The creative inspiration from China enriches the work of Mercedes-Benz Design. The tasks range from advanced design concept vehicles and various cooperation projects to competing with the other design studios and designing production vehicles.

  • Sindelfingen

    Advanced Design Studio Sindelfingen.

    This is where all the strings come together: the Advanced Design Studio Sindelfingen.
    The Advanced Design Studio Sindelfingen creates the design idiom of the Mercedes-Benz brand 20 or 30 years from now.

    Advanced Design Studio Sindelfingen.

    The Advanced Design Centre in Sindelfingen is a powerhouse of ideas in Mercedes-Benz Design. Beauty takes on its deeper meaning by referring to something yet to come. Inspired by this spirit, the designers are working on tomorrow's automotive portfolio every day. They translate personal and cultural inspiration into visions of future mobility and let their ideas roam freely in the process: This is were show cars, research vehicles, and product and design proposals are conceived. This is where the decision is made about what design idiom the brand will speak 20 or 30 years from now.

  • Sunnyvale

    Advanced UX Design Studio Sunnyvale.

    The Advanced UX Design Studio Sunnyvale lies in Silicon Valley under California's inspiring sun.

    Advanced UX Design Studio Sunnyvale.

    The Mercedes-Benz Advanced Design Centre in Sunnyvale is part of Mercedes-Benz Research & Development North America, Inc. The location is ideal for working closely with experts from a wide range of fields. Not only do the designers here benefit from the proximity to the nearby world-class universities Stanford and Berkeley, there is also a lively exchange with the many high-tech companies based here. The teams inspire each other, pick up trends, and many an idea can be found in show cars and production vehicles today.

    The exchange with experts from a wide range of fields in the Silicon Valley neighbourhood is incorporated in future operating concepts.

    The experts of the advanced design studio in Sunnyvale focus on the design of digital automotive user experiences and interactions with a specialisation on user experiences for future Mercedes-Benz vehicles, concept and research vehicles, and other digital applications. In cooperation with engineers, the designers develop innovative contents, concepts, designs, and prototypes related to the vehicles of the future. In addition, the teams develop and implement strategies in consideration of social, cultural, and technological trends.

Mercedes-AMG GT Concept


As extreme as it gets: the design of the Mercedes-AMG GT Concept.

Sports car brand AMG Future Performance presents hybrid show car.

Mercedes-AMG GT Concept


As extreme as it gets: the design of the Mercedes-AMG GT Concept.

Sports car brand AMG Future Performance presents hybrid show car.

Four-door sports car from Affalterbach.

Side view of the Mercedes-AMG GT Concept against a black background.

Four-door sports car from Affalterbach.

With the Mercedes-AMG GT Concept show car, the sports car and performance brand provides an outlook of the alternative drive configurations AMG is designing. The four-door sports car from Affalterbach seamlessly continues the AMG GT success story.