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  • Representation of the brand aesthetics of Mercedes-Benz EQ transferred to a fictitious living space.
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    Sensual Purity: Progressive Luxury.

The brand aesthetic.

The EQ brand gives an insight into the future and is shaped by an avant-garde, distinct aesthetic – Progressive Luxury. This arises from the combination of a previously unknown beauty, the conscious clash of digital and analogue elements as well as the seamless merging of intuitive and physical design. The atmosphere is technically cool while still promoting a sense of well-being through the synthesis of full, organic forms and a warm material environment with dark wood or wool. The addition of innovative materials and blue light accents communicates a mood of progressivity. The colour scheme, a combination of black, silver and white with accents in typically brilliant EQ blue characterises a future-oriented technology brand. Graphic elements creating an analogy with the digital world are aesthetically implemented to maintain an air of approachability.


White writing on a black sign: “The Experience of Progressive Luxury”.
Mercedes-Benz Concept EQ exterior.

More range thanks to sensually efficient body.

The dynamic exterior design with its new electric aesthetic underlines the focus on the powerful electric powertrain and is systematically configured for maximum all-electric range. The exterior appears to be cast from a single mould, the joints are concealed, the windscreen appears to flow into the bonnet. On the Concept EQ, the handles in the doors are recessed or left out completely for reasons of aerodynamics. The rear diffuser is embellished by a fine, multi-part chrome strip. The air inlet grilles for cooling the major assemblies at the front end have also been reduced to the essential.


Two-tone contrasts, digital grille.

The interplay between alubeam and black surfaces adds the perfect emphasis: the transition from the gleaming black bonnet across the windscreen to the dark-tinted panoramic roof creates the new electro-aesthetic and is at the same time an exciting contrast to the alubeam paintwork. The front of the Concept EQ has the appearance of a smooth, clean display with no discernible joints. The vehicle is then brought to life with the starting procedure. The daytime running lamps are activated, the grille is illuminated from behind. Now the vehicle is clearly recognisable as a Mercedes-Benz. The white-illuminated Mercedes star and all the light elements are integrated in this seamlessly glazed design element. The blue-illuminated surround gives a completely new interpretation of the characteristic Mercedes-Benz radiator grille.


Mercedes-Benz Concept EQ front exterior.
  • Generation EQ interior, driver-oriented cockpit.
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Interior design: the digital experience in the real world.

It is not just the body of the models that adapts to the electric age of visionary, progressive aesthetic. The cool aesthetic of the exterior also continues in the interior with the Mercedes-Benz hallmarks. In the elegantly technoid cockpit, the focus is on simple, touch-based and intuitive controls.


Apart from the characteristic Mercedes-Benz electric seat adjustment, which has been further developed as a brand icon with state-of-the-art technology, it does not need any of the conventional switches or buttons. Thanks to touch-sensitive control surfaces, drivers can scroll through the different menus and confirm their selection with a click.


Generation EQ, interior with four individual seats.

Seamless design: the car as a third place.

The centre console, too, does without mechanical control elements. Touch-sensitive surfaces instead of conventional door openers or window lifters continue the seamless design of the exterior in the interior. The result is a cool aura that is emotively appealing at the same time. This focus is mostly apparent in the design of the instrument panel, which is styled as a flat wing profile and structured on a volume. The asymmetrical design is perfectly tailored to the driver while being especially clean and light. As with the EQ brand aesthetic, “electric blue” is dominating the interior. The interior is almost like a cocoon enveloping driver and passenger without constricting them. Instead, the ambience is airy and fresh. Digital and analogue worlds meld together. This creates an interior shaped by electric aesthetic and provides a sneak preview of the vehicle as a digital experience zone and “third place” alongside the home and workplace.


UI/UX: merging of the analogue and digital worlds.

The customer experience of EQ, too, comes with a contemporary electric aesthetic. The driver can have specific information, such as on the charging process, displayed in the blue-and-white look. The digital and analogue worlds combine for an intuitively controllable interface. The attractive user interface design stems from both the state-of-the-art technology and the futuristic colour scheme comprising electric blue and white. Depending on the drive program, the colour scheme changes when accelerating during energy recovery. This facilitates fast and intuitive recognition. The world of progressive luxury offers full integration of digital content into analogue elements. In an increasingly digital world, this satisfies the need for analogue solutions with an excellent value retention.


Mercedes-Benz Concept EQ interior.
Mercedes-Benz Concept EQ on a stage.

Concept EQ: futuristic beauty.

The monolithic basic form of the Concept EQ unites the DNA of an SUV with the dynamic character of a coupé and a dash of shooting brake at the rear end. The squat, elongated greenhouse gives rise to muscular purist proportions. Scarcely visible body panel joins, concealed windscreen wipers, cameras instead of exterior mirrors and an absence of conventional door handles emphasise the stretched, dynamic silhouette, lending the SUV a seamless appearance while reducing its air resistance. An intentionally reduced side view, broad shoulders and large 21-inch light-alloy wheels make for a dynamic presence even before the vehicle moves off.