Mercedes is in the midst of a design evolution, aiming to unify the styling language across both its electric and combustion vehicles. Gorden Wagener, Chief Design Officer for all brands under the Mercedes-Benz Group, says the company is determined to avoid the dreaded “sea of sameness” that’s overtaking the automotive world and steer clear of producing “appliances on wheels”. Or at least, that’s the plan.

Speaking with Autocar at the Shanghai Auto Show, Wagener dropped a few breadcrumbs about what’s next for the brand’s design direction. “The worst part of new design trends is having no identity,” he said, likely referencing the wave of rather uninspiring, cookie-cutter EVs flooding the Chinese market right now.

Luxury Means More Than Just Getting From A to B

For Wagener, standing out is even more critical in the premium segment. He explained, “When it comes to luxury, you start a love affair with the car. You attach emotion to it. You don’t just want an appliance that gets you from A to B.” He defined luxury as something that’s desired, not needed, adding that Mercedes doesn’t aim to make “appliances on wheels.”

Instead, the brand will focus on communicating “respect” through design, something Wagener believes buyers inherently associate with the Mercedes-Benz name. He explained, “You deserve some respect. You’ve made something out of yourself and you’ve been successful in life, so you deserve some respect for that.”

A Glimpse of the Future: Mercedes Vision V Concept

Wagener pointed to the new Mercedes Vision V concept, which was revealed at the Shanghai Auto Show, as an embodiment of this design philosophy. The concept previews the next-generation Mercedes V-Class and is built on the new VAN.EA architecture. Its exterior features an illuminated grille, cutting-edge LEDs, and sculpted bodywork. Inside, it’s decked out with a 65-inch screen and a ridiculous 42 speakers in what Wagener describes as a “private lounge interior.”

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As for the grille, Wagener stressed that it’s a critical part of the Vision V’s design. “The iconic signature grille that nobody else has is important,” he said. But he also made it clear that bigger isn’t always better.

“You see a lot of big grilles out there, and this alone is not necessary. Respect probably has to do with the sublime. When you look at buildings, churches, temples, they have to have a deeper meaning, and this Mercedes grille is probably the best known around the world, so it has a meaning that many people associate with a lot of things – and no other brand has that,” said Wagener .

A Unified Design for ICE and EV Models

Mercedes has long stated it wants to have a common styling language for electric and combustion models, abandoning the polarizing egg-shaped designs of the EQE and EQS lines. The new strategy has already been showcased by the G-Class and the new CLA, and will be followed by the upcoming GLC as well as the next generation of the E-Class and S-Class sedans.

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“In the first generation, we did purpose design because it was special and people want to show they are driving electric cars, and to make them a bit different, more aerodynamic and futuristic-looking”, Wagener explained. The differentiation between EV and ICE no longer matters for buyers, so Mercedes will “definitely move away from that”.

Mercedes has pledged to introduce 17 new or refreshed EVs and 19 ICE models by 2027. This means that its designers will have plenty of opportunities to show us what they mean with “respect”. Hopefully, this will help the brand establish a strong identity not just against its homegrown premium rivals, like BMW and Audi, but also new ones coming from China.

Minivans, in case you hadn’t noticed, have got crazily luxurious in the last few years, with examples like the Lexus LM and Volvo EM90 providing the kind of passenger experience even conventional luxury sedans struggle to match. Now Mercedes has raised the bar even higher with the Vision V.

Officially the Vision V is just a concept, but much of what we see here will find its way onto the upcoming V-class van due in 2026, including the Mercedes-Benz Van Electric Architecture (VAN.EA) platform, the design and even the lavish interior. Mercedes says the concept gives us our first taste of a top-end model that will rival the Lexus LM.

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The dashboard features a full-width panel incorporating three different digital screens, but the real tech showcase is in the back, where passengers are treated to a 65-inch cinema screen that rises from the floor when people climb aboard. The 4k display is backed up by 42 speakers and the seven projectors can even use the windows as extra projection surfaces for an immersive 360-degree viewing experience.

Two futuristic lounge chairs in crystal white Nappa leather and silk can be fully reclined for power naps between those multi-billion-dollar deals, and if you want to relax with something more cerebral than the on-board video games setup, a fold-out table converts into a chess board.

VW ID.Buzz aside, vans rarely look stylish, but the Vision V certainly manages to pull it off. The curved in the rear window line gives an almost coupe-like vibe and the front and rear ends are dominated by cleverly deployed LED lighting elements.

The front grille, for instance, which looks like the result of a 500-a-day ab-crunch routine, is made up not of chrome strips, but LED bars. As passengers approach, the grille puts on a light show to greet them that finishes with the illumination of the Mercedes star on the domed hood. And the entire rear of the car is encircled by a segmented LED ribbon which is made of over 450 three-dimensional illuminated louvres that serve as as both taillights and brake lights.

Mercedes hasn’t detailed the concept’s powertrain, but we already know that that VAN.EA platform features 800-volt electrics for fast charging, can accommodate both single- and dual-motor configurations, and will offer a driving range of up to 311 miles (500 km).

Images: Mercedes