Mercedes

Daimler Designer Says Mercedes Is More Of A Lifestyle Brand Than Car Maker

Don’t worry, it’ll continue to build mostly cars.

Daimler is in the midst of an interesting process of reconstructing its business. Or, rather, restructuring its operations, which includes deeper ties with other manufacturers, rethinking of the Smart brand, and turning Mercedes-Benz into a much more than just a carmaker. In fact, Daimler’s lead designer believes the marque is already more of a lifestyle brand than an automaker.

In a recent Skype interview with Forbes‘ Nargess Banks, Daimler and Mercedes chief design officer Gorden Wagener provided details about the latter’s transition into a luxury lifestyle brand that offers a wide range of products, varying from small electric city cars to Maybach limousines. 

“I don’t see us as an automotive company so much but more of a lifestyle and luxury brand as our work goes way beyond cars,” Wagener said when asked to define the company he is working

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