Flicking the Switch

“Electric now has a Mercedes.” Yes, but have you seen it?

(C) Media-Daimler

“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”

Laughing Stock

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?

AMC Eagle Sedan: Image credit: favcars

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”

That Joke Isn’t Funny Anymore

Last week’s Beijing takeaway has led to an unpleasant case of indigestion, courtesy of our friends at Baden-Wüttermberg. 

Paint a vulgar picture. Mercedes-Maybach Ultimate Luxury concept. Image credit: Hypebeast

“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.

But today, they also lend themselves to a different race to the bottom which seems to hold the motor industry in a deathly grip. Much has already been said Continue reading “That Joke Isn’t Funny Anymore”

Hot and Cool. (But Mostly Hot…)

With the third generation CLS, Mercedes-Benz dials down the Purity while ramping up the Sensuality. Oh Gorden!

Blessed be his name. Prof. Dr. h.c. Gorden Wagener, Chief Design Officer, Daimler AG. Image: mercedes-benz

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…)”