Gorden Wagener, a pivotal figure in Mercedes-Benz design for nearly three decades, including two decades as its design chief, is stepping down at the end of January. In a candid conversation with Car and Driver, Wagener looked back at his remarkable career, from his humble beginnings at Mercedes in 1997 to shaping the brand's iconic aesthetic. His leadership witnessed Mercedes-Benz's dynamic expansion across diverse automotive segments, including the luxury SUV and electric vehicle markets, as well as innovative concept cars and high-profile collaborations. This interview sheds light on his most cherished projects and the design choices that defined an era for the esteemed German marque.
Mercedes-Benz Design Chief Gorden Wagener Bids Farewell: A Look Back at Iconic Creations
In a significant shift for the automotive design world, Gorden Wagener, who commenced his journey with Mercedes-Benz in 1997, is retiring as Chief Design Officer on January 31st. Wagener’s career is marked by his profound influence on the luxury brand's evolving identity. Upon joining Mercedes, he swiftly climbed the ranks, succeeding legendary designer Bruno Sacco, whose work he admired and collaborated with for a brief but impactful period. Wagener's vision extended the Mercedes-Benz aesthetic across a vast portfolio, including an extensive range of SUVs, the nascent electric vehicle sector, the revival of the Maybach sub-brand, and the integration of AMG. His tenure is also distinguished by an array of captivating concept vehicles, including the striking Vision Iconic concept, as well as ventures into marine craft and architectural projects, alongside partnerships with renowned fashion houses, artists, and film franchises.
Reflecting on his prolific career, Wagener highlighted several designs as personal favorites. The 2003–2010 Mercedes SLR McLaren stands out, a collaborative effort with McLaren that began as a concept for the 1999 Detroit Auto Show. He expressed pride that such a high-profile project was entrusted to him as a relative newcomer, emphasizing the company's commitment to nurturing young talent. Wagener noted the SLR McLaren's timeless appeal, despite its exaggerated, F1-inspired proportions, which pay homage to Mercedes' historic Silver Arrow racers.
Another significant achievement for Wagener was the 2014–2020 S-Class Coupe/Cabriolet (C217). He considers the S-Class the pinnacle of Mercedes design, having contributed to four generations of the model. This particular iteration, he explains, was driven by an emotional design approach. Departing from the C215’s less athletic proportions, Wagener’s team took the initiative to redefine the new model’s parameters from within the design department, leading to a lower roofline, enhanced rear aesthetics, and a wider track. This bold move, which involved presenting a coupe concept even before production, resulted in a car that remains a classic, particularly with its Maybach variant.
The 2010–2015 SLS AMG (C/R197) also holds a special place. Wagener points to its extreme proportions and the distinctive gullwing doors as key elements. Drawing inspiration from the iconic 1950s Gullwing and the 1930s 540K Autobahn Kurier, the SLS AMG sought to encapsulate Mercedes' rich heritage while infusing it with modern dynamism. He stressed that the goal was never to create retro designs but to extract the essence and DNA of past icons and weave them into contemporary vehicles.
The 2016 Vision Mercedes-Maybach 6 Concept, conceived in California, represented an opportunity for unrestrained creativity. This six-meter-long, two-seater vehicle, initially met with surprise from the board, quickly became a beloved concept, generating immense public interest for a production model that never materialized. Its timeless design, reminiscent of the G-Class, continues to resonate.
Wagener also touched upon the redesign of the 2019–2024 Mercedes G-Class (W463). Faced with the challenge of updating a nearly 40-year-old icon, his team chose to preserve the original G-Class character while refining its proportions and overhauling the interior. Despite initial skepticism from CEO Dieter Zetsche, the subtle yet impactful redesign modernized the vehicle while maintaining its recognizable silhouette, incorporating a digital screen within the iconic short instrument panel.
Finally, Wagener addressed the 2021–Present Mercedes EQS Sedan (V297), acknowledging its controversial reception. He clarified that the initial electric vehicle designs aimed for a distinct, futuristic aesthetic, prioritizing aerodynamics to differentiate them from combustion-engine cars. While he defends this progressive approach, he admits that the market’s preferences are evolving. Mercedes-Benz is now moving towards unifying its design language, regardless of powertrain, emphasizing brand identity over fuel type. This reflects a broader understanding that the core appeal of a Mercedes lies in its inherent status and proportions, a principle that will guide future designs.
Gorden Wagener's journey at Mercedes-Benz offers a compelling illustration of design leadership in a rapidly evolving industry. His willingness to embrace bold concepts, honor heritage without resorting to imitation, and adapt to shifting technological landscapes speaks volumes about the art of balancing innovation with tradition. The diverse array of vehicles under his creative direction underscores the profound impact a visionary designer can have on a global brand's identity and its enduring legacy.
