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Mercedes-Benz Design Chief Gorden Wagener Interview

4,488 views · Published 6 July 2018 · 11:31 · Indexed 4 November 2026

Channel: Motorward · 2018 · Autos & Vehicles

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Mercedes-Benz Design Chief Gorden Wagener discusses the intricacies of designing for Daimler products including AMG...

Gorden Wagener has been Chief Design Officer of Daimler AG, Mercedes-Benz Cars, Vans & Daimler Trucks since 2016. After studying Industrial Design at the University of Essen, he went on to specialise in Transportation Design at the Royal College of Art in London. He joined the company in 1997. He sees an integrated approach to design as an essential basis for the work of a designer in order to showcase both the products and the brands at Daimler to perfection and to create a brand experience for customers.

Mr Wagener, in recent years you and your team have redefined the design of the Daimler brands, creating fresh ideas and pointers for the entire industry in the process. What is the secret of your design language?

We have been working on and with the design philosophy of Sensual Purity at Mercedes-Benz since 2009, continually evolving it as part of an ongoing process. This philosophy encapsulates an essential aspect of our brands - the bipolarity of intelligence and emotion. Good car design is integral to the cachet of each of our brands, particularly where it brings the brand's tradition into the modern age. We have thus transformed the traditional luxury of Mercedes-Benz into a modern luxury, reinterpreted the brand with the star and also made it fascinating, tangible and, above all, desirable for young customers.

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