Leading the digital transformation.
Mercedes-Benz has begun teasing an upcoming concept car, that they plan to unveil in full at the 2018 Pebble Beach Concours d’Elegance. Rather than the usual darkened-out annoyingly-vague photograph, they’ve gone to the effort to create a sculpture of the thing, which we’re still undecided about whether or not this is better or worse.
Called internally as the ‘Aesthetics Progressive Luxury’ (what the hell does that even mean), the new Mercedes-Benz concept was designed in line with some of the more flamboyant aero-focused concept cars that the brand has developed int he past. The new series of over-the-top concepts are being developed under the guidance of design maestro Gorden Wagener, and the Aesthetics Progressive Luxury (APL) will act as a one-off figurehead for Merc sub-brand EQ and their electrified agenda.
It’s understood that the APL concept will feature a high-performance electric powertrain, to showcase what AMG could have in mind when it takes to tooling up Mercedes’ upcoming pure-electric EQ cars. Further, the concept also serves to underline the importance of aerodynamics, particularly when seeking to absolutely maximise electric range.
An interesting thing to note about the sculpture is how it takes on a rather solid form at the front, and then proceeds to ‘break into pieces’ towards the rear. According to design boss Wagener, that motif is designed to emphasise the “digital transformation” and how designers are “translating intelligent technology into an emotional overall experience.”
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