The philosophy of sensual purity expresses an essential aspect of the brand – the bipolarity of emotion and intelligence. For the designers good design has to be beautiful and intelligent, or – brought to a point – hot and cool. The products of Mercedes-Benz make it easy to fall in love with them, and they are irresistible – in short: they are hot. That is expressed by one aspect of the brand core, symbolized by Gottlieb Wilhelm Daimler, which harks back to the era of the early racing and classic cars.
The other aspect, represented by Carl Friedrich Benz, stands for the rationale, reduction and technic – the products are cool like something surprisingly, which was never seen before. The designers create with that philosophy not only automobiles but also a world of modern luxury.
The design philosophy is defined by the design code. It is based on six guidelines and appropriately interpreted for each model. Thereby each vehicle is given its own unique character, but always remains recognizable as a Mercedes-Benz.