mercedes EQ brand defines the future of beauty for electric mobility

from the ‘vision mercedes maybach ultimate luxury’ to the mercedes-AMG ‘GT 4-door coupe’, the german automobile brand’s design philosophy of sensual purity has spread across their portfolio over recent years. the mantra aims to establish the characteristics of intelligent emotion – ease, respect, trust and love – through a balance of hot and cool styling. luxury is at its core, but, commandeering the cliché that designers always work in the future, what does luxury look like in the time to come?

traveling to mercedes-benz’s headquarters in stuttgart, germany, designboom details a behind-the-scenes insight into the workings of their designers – led by gorden wagener, chief design officer daimler AG – and, specifically, how their EQ brand is revolutionzing the future of mobility.

all images courtesy of daimler AG

first unveiled in 2016 with the ‘generation’ concept, mercedes-benz’s EQ brand aims to design superior mobility solutions for tomorrow’s society needs. its styling focuses on progressive luxury, sitting firmly with cool aesthetics on their portfolio spectrum – AMG features at the opposite (hot) end. as such, these cars fixate on future beauty, digital and hyper-analog, and seamless-ness, as well as electrification.

the future beauty of sensual purity has been conceptualized in an SUV with compact proportions. its dynamic shape, where no lines intrude on its pure surfaces, is accentuated with a flowing roofline. on the front, the grille and star raises the styling to an electric and digital level, similarly a glass black panel connects the taillights on the rear. to further extend the design’s aims of highlighting a bright future, blue light accents on the body and orange lines on its wheels symbolize its electricity.

the seamless styling continues in the interior of the EQ SUV. the chrome shapes, such as the airvents, and white wraparound are all orientated towards the driver. furthermore, with the car being an EV, the removal of the mid-section literally creates a whole new space. the result is a completely new experience for the driver and passengers. combinations of warm and cool – including the white and brown body, and blue ambient lighting and rose gold details – truly distinguishes an aesthetic of future beauty, whilst electric blue instruments on the dashboard and seat backs reflects its focus on digital and hyper-analog.

the EQ brand provides a taste of tomorrow’s next big thing: electric vehicles and how mercedes-benz’s design philosophy may appear in the future. the SUV firmly delivers on their designers aim of creating a holistic luxury experience. it has created the unexpected, realized a fantasy, and, now, delivered the unforgettable.