Progressive Luxury: EQ: design and brand

Jul 5, 2018

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.

Exterior design: 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.

Slender, seamless body

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

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 digital grille

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 radiator grille.

Interior design: the digital experience in the real world

It is not just the body of the models that adapts to the electric age 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.

Digital experience

The interior is characterised by progressive luxury and combines emotionality with intelligence and user-friendliness. Apart from the characteristic Mercedes 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, the driver can scroll through the different menus and confirm their selection with a click.

Seamless design

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.

The car as a third place

As with the EQ Brand World, the "electric blue" is supplemented by the trend colour rosé gold, which is reminiscent of copper pipes. This creates warm accents, underscoring the interior's "Welcome Home" effect. 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.

Electric blue and rosé gold

The attractive user interface design stems from both the state-of-the-art technology and the futuristic colour scheme comprising electric blue, white and rosé gold. Depending on the drive program, the colour scheme changes from rosé gold to white when accelerating or blue during energy recovery. This facilitates fast and intuitive recognition.

Digital content, analogue features

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.

Globally connected

All mobile devices are seamlessly integrated into the digital environment system-wide. Thanks to Car-to-X technology, the driver is globally connected and can exchange information with the infrastructure and other vehicles. It is also helpful for the driver to be informed about nearby recharging opportunities. The charge level and charging process are showcased in keeping with the EQ brand world. The high-detail display also includes an indication of the current energy consumption along the route.

Concept EQ: futuristic beauty

The monolithic basic form of the EQ Concept 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.

The peripheral light strip of the "Black Panel" is characteristic of the vehicle. Embedded in it are the white, powerful LED headlamps. Viewed from the side, the flowing E-line and beltline form a frame around the base of the mirror camera. The tail lamps take up the contour of the "Black Panel" and are surrounded by an LED optical fibre in electric blue, which changes to red when the vehicle is moving and acts as a reversing lamp.

In the cockpit, the focus is on customer-friendly, intuitive and touch-based controls. The OLED displays show appropriate icons and symbols in the respective menu. The 24-inch (53 x 11 cm) TFT high-definition widescreen display presents all the relevant information, such as speed, range, driving data or navigation and map details.

Sculpture “Aesthetics Progressive Luxury”: clear design idiom

With the sculpture "Aesthetics Progressive Luxury", the design team presents a sculptural homage to the streamlined racing car in which Rudolf Caracciola in 1938 set a globally valid world speed record on public roads: 432.7 km/h on the autobahn between Frankfurt am Main and Darmstadt over one kilometre with a flying start. The designers were inspired by the clear design idiom on the one side and the purist aesthetic on the other. In an internal competition, they had the task of designing a radically reduced vehicle that takes up the style of the 1930s while giving it a completely new and contemporary interpretation.

The stretched, extravagant streamlined corpus of the sculpture is pressed flat against the ground, the flared wheel arches giving a muscular impression in the body. While the surface at the front end sensually models the corpus of the vehicle, it begins to slowly segment and separate towards the rear as if the resulting surface segments were captured by an imaginary air stream and carried away. The thereby generated optical effect embodies dynamism and speed in a fascinating manner. The formal clarity of the sculpture with its purist main body reflects the seamless look of all EQ vehicles.

The "Aesthetics Progressive Luxury" sculpture is the latest in the Mercedes-Benz series of sculptures. The series comprises the sculptures "Aesthetics No. 1" (2010), "Aesthetics No. 2", "Aesthetics 125" (both 2011), "Aesthetics S" (2012) and "Aesthetics A" (2017).