Sensual Purity as an expression of modern luxury – this was the focus for the designers, and is the design philosophy of Mercedes-Benz. The aim is to create clear contours and smooth surfaces that stage high tech while exuding emotional appeal. That is reflected in the core design values of tradition, emotion and progressivism. Mercedes-Benz creates a bridge between modernity and the avant-garde, between tradition and progressivism. And yet a Mercedes-Benz is always recognisable as a Mercedes-Benz. Because in addition to incorporating new stylistic developments, and in the interests of keeping tradition alive, the designers draw from a gene-pool of styling features typical of the brand. “At the centre of our work is Sensual Purity as an expression of modern luxury, because this is precisely what gets to the heart of our brand philosophy – the bipolarity of intelligence and emotion," says Wagener, Vice President Design at Daimler AG.