Mercedes-Benz is and has always been a trendsetter - not only in terms of technology, but also in design.

A complete lineup from Mercedes-Benz at Hall E7 at Auto Shanghai 2013 this year will appeal not just to the logic of car drivers, but also their emotions.

Featuring Mercedes-Benz' new emotional design language, the brand once again demonstrates its role as the automaker that dares to take up yet another breathtaking revolution, while still remaining true to its design heritage spanning the last 127 years.

Back in the 1970s, Bruno Sacco, Mercedes-Benz chief designer at the time, announced that Mercedes-Benz' design philosophy simply contained two main aspects: vertical affinity and horizontal homogeneity, the former emphasizing the similarities among Mercedes-Benz car models within a generation and the latter, across different generations. As he pointed out: "A Mercedes-Benz will always look like Mercedes-Benz."

Since then, while aspiring to create a perfect symbiosis of the historic past, the future also becomes central to the design idiom for Mercedes-Benz.

As current chief designer Gorden Wagener put it: "What I particularly like about our work and Mercedes-Benz is that we have the opportunity to take something from the past and modernize it, to create something new from it for future generations, to improve and enhance it, shaping it to match the new century."

The design idiom of Mercedes-Benz is perfectly reflected in its product line-up to be exhibited during Auto Shanghai this year.

At the press conference on April 20, the Chinese media will witness the world premiere of the locally-produced new E-Class Long, a pillar product that has been reborn with new dynamism: two distinct model ranges under a new offering strategy for the China market.

The new E-Class Sport Sedan Long incorporates a sports car radiator featuring the central star for the first time in a Mercedes-Benz E-Class Sedan, exuding an unprecedented level of sportiness and energy.

The new E-Class Sedan Long, on the other hand, will maintain the car's heritage with Mercedes-Benz' classic grill and standing star on the bonnet design that consumers have grown to love.

Formally introduced to the Chinese market at Auto Shanghai this year, the all-new A-Class has an extraordinarily refined design that projects a confident, young, and sporty style.

Defined edges and tautly drawn surfaces mark the exterior design of the new A-Class. The constant interplay between concave and convex surfaces creates a characteristic play of light, particularly along the sides of the car, which contributes to its unique appearance.

In addition to its obviously dynamic exterior design, the interior of the all-new A-Class matches its exterior's sportiness and quality at the same levels. The sporty feel of the three-spoke sports steering wheel and X-shaped vents, along with standard sports seats and a silver dashboard with red pointers give drivers an instant shot of adrenaline.

Furthermore, the Concept GLA will be also unveiled for the first time ever at the event.

With its new design, the Concept GLA reveals the future of the compact premium SUV and helps Mercedes-Benz further tap the potential from this segment.

The Concept GLA exhibits two fascinating features - a coup-like compact SUV design and laser light technology that redefines the driving experience.

In total, 42 fascinating models from Mercedes-Benz, smart and AMG will be shown at this year's Auto Shanghai, including the Jeremy Scott edition smart car as well as the CLS Shooting Brake.

Both models feature bold, genre crushing design elements and follow Mercedes-Benz' design tradition of striking the perfect balance between brand history and contemporary aesthetics.

zhuanti@chinadaily.com.cn

(China Daily 04/19/2013 page13)