Daimler AG is putting a new emphasis on the importance of design by creating the position of chief design officer at the executive vice-president level in company hierarchy.

And they’ve chosen Gorden Wagener as the first to fill the position. He has led Daimler’s global design unit since 2008 and is responsible for all the company’s brand and products. His team, based in Sindelfingen, Germany, as well as the advanced design studios in California, Italy and Chine and in five more group sites.

Dieter Zetsche, CEO of Daimler AG and head of Mercedes-Benz Cars says “Good design is much more than simply creating beautiful products: it combines function with fascination and gives brand values an unmistakable form.”

“Our design team is among the best in the industry. Because the global sales success of our vehicles is, after all, in part due to their outstanding design,” he adds.

The design philosophy Sensual Purity was created under Wagener’s leadership and his team is honing the strategy with the implementation of CASE, meaning connectivity (Connected), autonomous driving (Autonomous), flexible use (Shared & Services) and electric drive systems (Electric).

All the current Daimler vehicles bear his signature, including Mercedes-AMG and Mercedes-Benz.


About The Author

Harry Pegg

Harry has been writing about cars and the people who make them for more than 20 years and in that time, he’s driven more than $55 million worth of vehicles. Harry has seen them all, good and bad, and he has seen a lot of the world through a windshield. He’s driven on roads in every province and territory in Canada and every state in the U.S. except Rhode Island and Louisiana. He has also driven in Mexico, France, Italy, Germany and Japan and attended every major (and a few minor) auto shows in North America, plus Frankfurt, Paris and Tokyo. A wily veteran of automotive journalism, he has shivered in the cold of the Arctic Circle, basked on a beach in Hawaii and driven on some of North America’s premiere race tracks. Does Harry have the ideal job? You be the judge.

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