Mercedes-Benz to stun Auto Shanghai with new design language

Mercedes-Benz all-new A-class. [Photos / China Daily]

Mercedes-Benz is and has always been a trendsetter - not only in terms of technology, but also in design.

A complete lineup from Mercedes-Benz at Hall E7 at Auto Shanghai 2013 this year will appeal not just to the logic of car drivers, but also their emotions.

Featuring Mercedes-Benz' new emotional design language, the brand once again demonstrates its role as the automaker that dares to take up yet another breathtaking revolution, while still remaining true to its design heritage spanning the last 127 years.

Back in the 1970s, Bruno Sacco, Mercedes-Benz chief designer at the time, announced that Mercedes-Benz' design philosophy simply contained two main aspects: vertical affinity and horizontal homogeneity, the former emphasizing the similarities among Mercedes-Benz car models within a generation and the latter, across different generations. As he pointed out: "A Mercedes-Benz will always look like Mercedes-Benz."

Since then, while aspiring to create a perfect symbiosis of the historic past, the future also becomes central to the design idiom for Mercedes-Benz.

As current chief designer Gorden Wagener put it: "What I particularly like about our work and Mercedes-Benz is that we have the opportunity to take something from the past and modernize it, to create something new from it for future generations, to improve and enhance it, shaping it to match the new century."

The design idiom of Mercedes-Benz is perfectly reflected in its product line-up to be exhibited during Auto Shanghai this year.

At the press conference on April 20, the Chinese media will witness the world premiere of the locally-produced new E-Class Long, a pillar product that has been reborn with new dynamism: two distinct model ranges under a new offering strategy for the China market.