The Mercedes-Benz designers have restyled the product range with great success. The upcoming compact class generation marks the dawn of an even more rigorous implementation of the design idiom of “sensual purity”. The “Aesthetics A” sculpture provides a first indication.

The designers at Mercedes-Benz are reconciling tradition and modernity in designing the cars for the future. Their work centres on ‘Sensual Purity’ as an expression of modern luxury. In applying this design philosophy, Mercedes-Benz sparked a transformation in design with the current AClass, launched in 2012. The new design idiom featuring edges and creases – indentations and recesses in the sheet metal – aimed to create clear forms and sensual surfaces which showcase high tech while also arousing emotions. This played a decisive role in making the brand younger and was key to the company’s excellent sales results. Every Mercedes-Benz model that followed since was born from this philosophy despite having an individual character.

With the “Aesthetics A” sculpture, the design team now presents the vision of a saloon car in the compact car segment which is stripped down to the essential body. It also provides a clear indication of how the design philosophy of ‘Sensual Purity’ will be manifested in the not too distant future. The “Aesthetics A” sculpture embodies the advancement of the Mercedes-Benz design idiom.

“Form and body are what remain when creases and lines are reduced to the extreme. We have the courage to implement this purism”, says Chief Design Officer of Daimler AG, Gorden Wagener. “In combination with perfect proportions and sensual surface design, the upcoming generation of the compact class has the potential to herald a new design era. Design is also the art of omission: the days of creases are over”.

Rather than modifying the basic shape with lines and creases, the Mercedes-Benz designers employ sweeping surfaces at angles to each other to contour the body design with light and shadow and to emphasise the proportions. This makes the essence of a body visible and communicates it in a credible way. The expressive and confident red as a new signature Mercedes-Benz colour underscores the sensuality and emotion of the sculpture.

“Aesthetics A” has a three-box design and is thus also a sign of new forms in the compact class, because outside of Germany and Europe classic saloons are also very much in demand in this segment.

The “Aesthetics A” sculpture is a continuation of a series of sculptures from Mercedes-Benz which to date comprises the works “Aesthetics No. 1” (2010), “Aesthetics No. 2”, “Aesthetics 125” (both 2011) and “Aesthetics S” (2012).

Design as a key success factor for Mercedes-Benz
Mercedes-Benz design serves to showcase a passion for automobiles in a modern design idiom. The importance which Daimler AG attaches to design today was highlighted when the post of Chief Design Officer was established on 1 November 2016. Dr Dieter Zetsche, CEO of Daimler AG and Head of Mercedes-Benz Cars: “Good design is about much more than simply creating beautiful products: It combines functionality with fascination and gives brand values a distinctive form. We are delighted that our design team under the leadership of Gorden Wagener is among the best in the industry, because the excellent global sales of our vehicles is ultimately also due to their outstanding design”.

Happening today (Sunday 13th November) at Jati Showroom at Gadong

Yang Mulia Pengiran Anak Haji Ja’afar ibni Al-Marhum Pengiran Pemancha Pengiran Anak Haji Mohamed Alam, Executive Chairman of Jati Transport Sdn Bhd (2nd from the right), His Excellency Roland Christian Grafe, German Ambassador to Brunei Darussalam (3rd from right), Andrew Chiam, Executive Director of Jati Transport (3rd from the left) with the invited guests during the launch of the new Mercedes-Benz E-Class at Radisson Hotel last night

Mr. Alfred So, General Manager of Jati Transport with his welcoming remarks

There you have it… The latest Mercedes-Benz E-Class which was being launched earlier tonight at Radisson Hotel. Unveiling the new model were Yang Mulia Pengiran Anak Haji Ja’afar ibni Al-Marhum Pengiran Pemancha Pengiran Anak Haji Mohamed Alam, Executive Chairman of Jati Transport Sdn Bhd and His Excellency Roland Christian Grafe, German Ambassador to Brunei Darussalam.

So what’s new with the new E-Class? Mercedes-Benz took a big step into the future with the new E-Class. Tenth-generation business salon delivers stylish highlights with its distinct, emotive design and high-grade interior. The new E-Class also marks the world premier of numerous technical innovations.

You can feel comfortable with safe driving on top of the driver assistance. Let’s not forget the infotainment and control systems that offers a newer experience for the driver and passenger. As for the multi-chamber air suspension, it ensures outstanding ride comfort and driving dynamics.

Mr. Alfred So, General Manager of Jati Transport, mentioned in his speech that the new E-Class received the Red Dot Award: Product Design 2016 for the MULTIBEAM LED headlamps and also the “Automative Interiors Expo Awards” for the best interior of a standard-production automobile, with the touch control buttons on the steering wheel of the same model series being voted Interior Innovation of the Year.

He continued to say that the new E-Class is always the core of the Mercedes-Benz brand and in the past has repeatedly redefined the standards in the business-class segment. Now it carries this tradition into the future with a wealth of top-class innovations.

So what are you waiting for? A new model with a full five-star Euro NCAP rating for its occupant safety, child safety, pedestrian protection and assistance system.

You can check out the new E-Class at Jati Showroom at Gadong today (Sunday) from 10am to 5pm. Refreshments will be provided.

Unveiling the E 300 AMG Line

The invited guests had first look of the new E 300 AMG Line

The interior of the new E-Class

Do you like the colour red? I do

The rear view of the new E 300 AMG Line

The E 200 Exclusive Line

The interior of the E 200 Exclusive Line

Some entertainment before the launch