In recent weeks the design chiefs of the German car industry’s premier division reminded us exactly how they justify their retainers. This elite trio of Audi’s Marc Lichte, BMW’s Adrian van Hooydonk and Mercedes-Benz’s Gorden Wagener hold perhaps the most coveted and yet simultaneously least enviable jobs in the business, being at the very sharp-end of the changes rapidly encroaching upon all carmakers, but impacting the upper denizens in potentially even more profound a manner.
Earlier this week, we talked to a design commentator about the challenges facing carmakers; given the lack of vision which characterises the mainstream legacy motor car in the current environment. Viewed in this context, the manner in which these particular figures have deigned to Continue reading “Pinned Together, Falling Apart”
In 2002, Mercedes-Benz introduced a new star: Maybach, a hitherto dormant name awoken from deep slumber. Its bones were largely beyond reproach; based upon the decade-old W140 series S-Class, the final saloon programme to be conceived at Sindelfingen to a standard rather than a price, yet with this announcement one could nevertheless discern a strong sense of a carmaker not only stretching itself too thinly, but suffering from a lack of self-awareness.
Maybe they simply started out with bad directions, but when the wheels came off this particular wagen in 2013, few were surprised, given the execution. But other council prevailed at Baden-Wüttermberg; not entirely better, but certainly, one imagines, better remunerated. Far from allowing the small matter of a €1Bn loss to impede them, Daimler management elected to once more Continue reading “Bach To Life”
The English language can be difficult enough to understand for those born to it – what chance the hapless non-native speaker dicing with the contrafibularities of cultural differences? How perfidious, Albion.
Comedy is a difficult mare to ride – relevance at risk to hosts of material becoming lost in translation. Anglophile German comedian, Henning Wehn, by example, once extoled upon the difficulties of learning such English idiosyncratic words as Gubbins (meaning possessions or the antecedent to ‘thing-y’). Contrary to that hackneyed old saw, our German friends are not only adept at comedy, they can also mine that more difficult vein of irony for good measure, as a (fairly) recent trawl through AutoCropley laid abundantly and amusingly bare.
In no particular order, since comedy can be dark just as well as light hearted, we look to our Stuttgart stooges, Mercedes-Benz and their G-Wagen. Well, not directly, since the German tuning firm, Posaidon (their spelling) have deemed it necessary to Continue reading “Some German Car News”
With summer now officially over, and perhaps more in the spirit of hope than confidence, OEM carmakers are gradually returning to the business of product. This week amid the sudden outpouring of new announcements, previously squeezed and distorted through the narrow pipette of PR drip-feed, we are presented with two super-luxury land-yachts from differing echelons of wealth, privilege and position. Let us first Continue reading “Sense and Sensuality”
It’s been a while since we’ve heard from him, but despite the current C-19 crisis you certainly cannot accuse Mr. Wagener of sitting on his hands.
What if: Like you, I recognise that the job of design leader or Chief Creative Officer in this instance involves a certain amount of blue sky projection. An implicit understanding that design in its purest, most elemental form ought to Continue reading “Dreams Take Flight”
Hi there. The name’s Dieter Ogley. Born in Heidelberg, well, just outside at Boxberg but raised in Barnsley, South Yorkshire from the age of twelve. My mother was a nurse at the local hospital, whereas my dad was a mining engineer who was offered a job in the then thriving coal business in Barnsley.
This meant leaving our German roots and coming over to England, since the job offered dad a whole new world underground to explore. But then the big strike happened and the work dried up. Mining became a forgotten venture; it still occurred but with only so many jobs to go round, it was hard to Continue reading “Gorden? Nein, Dieter!”
I am no expert when it comes to the subject of car design, lacking as I do the in-depth knowledge, training, vocabulary, or indeed, ‘eye’ to interrogate or illuminate a car’s form in a truly meaningful manner – mercifully, others upon these pages are better placed to do just that.
“Lasting beauty that moves”: It’s a little bit clunky, would you not agree? But given Mercedes’ previous track record in the much-abused arena of tag-lineage, I have read worse. This week, at the Frankfurt motor show, the World’s oldest carmaker debuted a styling prototype for what is likely to be the most advanced electric vehicle to be made by an established manufacturer, and given that this is DTW, you might expect me to give it and its creators a bit of a drubbing.
Ten years since ‘the car that killed sobriety’ was announced. Time for a backward glance.
The 2009 (W212) Mercedes-Benz E-Class is unlikely to go down in history as an indestructible exemplar of marque values like its W123 forebear, or indeed as a design landmark, like its W124 descendant. Indeed, it probably won’t even be remembered with the acute embarrassment which characterises the risible W210 series from the mid-’90s.
Instead, the W212 will be recalled largely for its ‘Ponton’ haunches – a piece of retro styling contrivance aimed at evoking a period when the three pointed star had nothing to prove and no awkward questions surrounding its durability in service to answer.
Mercedes has brought its predator face to the C-segment and is devouring all before it. Is the A-Class becoming an unstoppable force?
There is a certain point in most career arcs where things begin to go somewhat awry. Sometimes it’s a blip, a momentary reversal or poorly judged decision, quickly righted. But for others, it’s a full-blown meltdown. After all, success can frequently be its own undoing. This is certainly true of Germany’s three upmarket car brands, who it can probably be safely said to have been in the throes of a full-blown stylistic mid-life crisis for some years now.
As is now customary, Driven to Write offers our fond New Year wishes, brought to you in conjunction with Gorden Wagener, Daimler AG’s Chief Design Officer.
“Everything we do is about the bipolarity of emotion and intelligence. Emotion is the beauty, the heart and the sex appeal in design, and intelligence is the purity, which creates long-life solutions that are visually high-tech. The combination of these two poles is our design philosophy: Sensual Purity“.
Both Mr. Wagener and the DTW team would like to express the fervent wish that every day of your new year will be emotionally charged with an almost erotic beauty.
The car designer’s sketch, and how it is turned into a three-dimensional object, are no mere technicalities.
How a designer illustrates his work matters. For any sketch betrays not only one’s technical skills, but one’s sense of proportion, style and, indeed, taste. To compare and contrast illustrations by some of the great car designers of the past with their descendants is therefore rather instructive.
Not just due to changing techniques and technology, the way in which designers depict their designs has dramatically changed over the past six decades. Whereas those stylists who had to rely purely on their hands, eyes and a few templates to create an impression of what they had in mind used to Continue reading “Adding Dimensions (I)”
The previous generation of Mercedes’ E-class was supposed to mark a return to the marque’s traditional values. Instead, it turned a great many of them into damaged goods.
Willkommen zu Hause. Die E-Klasse. Upon its market introduction in 2009, the newest Mercedes-Benz E-class was ‘welcomed home’. Attentive observers may ask when and why the E-class had left in the first place – an answer to which would require a return to the decade most people of Stuttgart Sindelfingen and Untertürkheim would like to forget : The 1990s.
The E-class for the ’90s, unveiled in the middle of that decade, was of course the W210 generation, which has since gained notoriety for issues of rust, profit-optimised engineering and styling that has aged as gracefully as the materials the Benz was made of. Continue reading “The Car That Killed Sobriety”
“Electric now has a Mercedes.” Yes, but have you seen it?
“EQ or Electric Intelligence by Mercedes-Benz is our electric mobility brand. EQ represents ‘Emotion and Intelligence’, two Mercedes brand values. It comprises of all essential aspects related to customer-focused electric mobility and goes beyond the vehicle itself.” Mercedes-Benz.
A recent conversation with an industry insider prompted an observation that at Driven to Write, we tend to give Mercedes-Benz’s Chief Creative Officer a bit of a hard time. In this individual’s not entirely unwarranted view, we have a tendency (as one might say in football parlance) to Continue reading “Flicking the Switch”
For every alleged innovation there is always a precedent. Come now, you hardly imagine the Gorden comes up with this stuff on his own, do you?
When Daimler’s Chief Design Officer, Gorden Wagener turned up in his immaculate sport-casual attire for the debut of the Maybach Ultimate Luxury concept, he told assembled journalists it represented “a totally new archetype of kind never seen before.” Of course even the most empty phrases contain a grain of truth because in the manner of a stopped clock, he’s half right.
It’s entirely possible that Daimler’s CDO neither knows nor cares that his verbiage-laden uttering lacked much by way of substance. After all, Mercedes’ resident believer in beauty and intelligence is unlikely to Continue reading “Laughing Stock”
Last week’s Beijing takeaway has led to an unpleasant case of indigestion, courtesy of our friends at Baden-Wüttermberg.
“We have a social responsibility. Somebody has to stop this nonsense.” These were the words of BMW’s Hans-Peter Weisbarth, spoken in 1989 in the context of the horsepower race that was consuming the German car industry at the time. One I might add, which shows no sign of abatement some thirty years later.
In an exclusive preview ahead of its unveiling at the 2021 Geneva show, Driven To Write can reveal the significantly refreshed Mercedes A-class.
The current Mercedes A-class, internally dubbed W177, receives an extensive mid-life facelift, to be officially presented at the 91th Geneva International Motor Show. Ahead of the world premiere, Driven To Write can provide exclusive insight into the most significant overhaul the A-class model has ever received.
“It’s time to be bold. It’s time for creases”
Daimler AG’s Chief Creative Officer, Gorden Wagener proclaims that the refreshed A-class is more than the regular nip-&-tuck-job. “The A-class is one of our icons. It is the most premium car in its class, and this new design shows that more than ever.”
The most visual social media network, Instagram, provides car designers with the perfect platform to present their work. Or themselves.
In a sense, Harley Earl was too early (no pun intended). If he’d waited three quarters of a century before pursuing his career as chief designer and PR innovator, he wouldn’t have needed lavish GM roadshows and the likes to showcase the fruit of his and his underlings’ labour. He could just Continue reading “Paths Of Glory”
An oddball concept car by an almost forgotten French coachbuilder retrospectively turns out to be an almost eerily prescient source of inspiration.
Daimler AG Chief Creative Officer and creator of hot & cool Sensual Purity®, Gorden Wagener, once stated that he doesn’t worship any other car designer, preferring to Continue reading “Sensuelle Pureté”
With the third generation CLS, Mercedes-Benz dials down the Purity while ramping up the Sensuality. Oh Gorden!
Having trudged through Mercedes-Benz’s predictably hyperbole-laden press release for the new CLS, (so you don’t have to) the temptation to point both barrels feels overwhelming, but the author nevertheless promises to do his best. Instead, I’d like to reflect upon whether nu-CLS embodies a return to form for a model which perhaps did more to Continue reading “Hot and Cool. (But Mostly Hot…)”
No longer content with the surly bonds of earth, with this Rocheresque alliance with Emirates, the Blessed One’s ambitions have truly taken wing.
Everybody wants at the very least to touch the Blessed One’s hem these days, and after all, who can blame them? Having successfully reinvented Mercedes-Benz as the last word in modern purity and sensual luxury, the frail ties of the auto business were never going to be sufficient to hold him to our leaden promontory – not when he can Continue reading “High Flying Adored”
The classiest, most charming Mercedes-Benz S-class derivative in ages does not wear a three-pointed star. How poignant.
This is not a Mercedes-Benz S-class convertible sporting some new DetoxAmbience® specification, but the Carlsson Diospyros. Hiding behind that clumsy moniker – and the presumption that car customising inevitably leads to Mansory-like levels of gaucheness – is the most assured and tasteful version of the current S-class released so far. Continue reading “IAA: Lone Star”
BMW have released photos and a rather toe-curling video for their new concept Z4, said to provide broad clues as to how next year’s production Z4 will look. Good grief, it’s an angry looking thing, isn’t it?
Here are some words. They’re lifted from BMW’s website, (verbatim) so I take no responsibility. Apart from the annotated comments of course, which are mine. Continue reading “Anger Is an Energy”
This week has seen the unveiling of Mercedes’ latest concept, previewing the styling direction to be taken by the next generation of A-Class-series Mercedes models. Concept A was previewed earlier in the year with a conceptual sculpture and a toe-curling lecture by the blessed one on how his signature design theme was evolving. Since then, he’s completed a glossy coffee table book in conjunction with Conde Nast, called “Sensual Purity: Gorden Wagener on Design” and is rumoured to be working with Eyna on a concept album to accompany it. Continue reading “Crease Is The Word – Vision A Unmasked”
The general consensus amongst the great and good of the Driven to Write community appears to be that Mercedes’ current crop of rear wheel drive saloons, if not exactly a triumphant return to form, are at least broadly acceptable. But never mind us and our vain masthead slogan, the sheer ubiquity of the current W205 C-Class model eloquently testifies to the broader market’s giddy endorsement. However, on this matter I continue to stand unmoved; arms metaphorically folded in petulant refusal. Continue reading “Base Metal”
Mercedes-Benz’s recent Aesthetics A concept appears to signal a new dimension in Sensual Purity®. Is this the end of the Line? We hold our noses and investigate.
For some time now we’ve been pretty unequivocal as regards our impressions of Mercedes-Benz’s latter-day form language. Because, at the risk of labouring the point, it’s been pretty dismal. But for those of us who bewail the three pointed star’s descent from its automotive Mount Olympus, is salvation at hand? Continue reading “Aesthetics A – Visibly Reduces the Appearance of Lines”
By coincidence there parked side by side an example of Bruno Sacco’s era and that of Gorden Wagener.
To be fair, Sacco had nothing like the rules to follow that today’s designers do. Wagener’s team have CAD and rapid prototyping to speed the iterations and so work through the options. If only the shut-line around the grille didn’t dog-leg at the lamp the newer might be acceptable. Continue reading “Point, Counterpoint II”
Next year’s E-Class will be a tech-fest. We lift the lid.
Next year’s Mercedes E-Class is primed to evolve ‘in-car connectivity’ and autonomous driving to the next level, says a report in Automotive News Europe this week. Thomas Weber, Daimler’s head of development, told ANE journalists; “Innovations in this area are coming thick and fast,”. Just how thick and how fast Sindelfingen’s 2016 mid-liner will be, DTW can now exclusively reveal. Continue reading “Theme: Evolution – Coming Soon…”
Now that even modest compact cars can be equipped with stitched leather look for almost every surface imaginable, the upper echelons have to up the cow skin ante – to, in some cases, dubious effect.
The recent troubles at Aston Martin have almost overshadowed an event that has become a bit of a rarity in recent times: the unveiling of a rather attractive car coming from Gaydon. The automobile in question, the Lagonda Taraf, is – despite its lavish grille – the most restrained and, it could be argued, tasteful design coming from Gaydon’s most prestigious car maker.
The Taraf’s surfacing is uncluttered, its detailing not overwhelming and the overall proportions are spot-on. An unexpected, yet welcome surprise, one might conclude – before setting sights on the Lagonda’s interior. Continue reading “Hideous Hides”
Driven To Write descends into facelift hell. Pray for us.
Today’s foray into facelift hades stems from recent past. The original 2003 R230 SL series was a good 65% less attractive than its far more accomplished (R129) forebear. Nevertheless, amongst the less than stellar offerings emerging from Sindelfingen under design chief, Professor Peter Pfeiffer during the post-Sacco era, R230 in its original form was at least broadly cohesive.
In the fond past such matters would have been beneath them – largely because the design would have been sufficiently well judged in the first place. In the old Vertical Affinity, Horizontal Homogeneity days Mercedes-Benz were never in the habit of carrying out anything but the most perfunctory of facelifts, but by 2008 Sindelfingen was well and truly in the fashion business. Continue reading “Theme : Facelifts – New Adventures in Rhinoplasty”