Mercedes-Benz
EQ Line for 2028, North America
14 Weeks | Fall 2023 | CMF & Story & Brand
How can we make Mercedes more trend aligned and sustainability forward by application of CMF in the car interior?
**This product is not an actual product of Mercedes-Benz and AMG and is used, along with any trademarks, brand or copyright materials of Mercedes-Benz and AMG for demonstration purposes only and as a student work.
The Challenge
Revamped Mercedes-Benz’s interior design language through CMF. Conducted material research and color trend analysis to craft a cohesive design story aimed at positioning the brand as more progressive and sustainable.
Benchmarks
Cadilac lyriq 2024
MRSP $66,690
Genesis G90 2023
MRSP $89,200
BMW 7 Series
MRSP $96,400
Porsche 911
MRSP $134,500
Trend Forecast for 2028
Gender Inclusivity
Water Efficient Dying
Eco-Positive
Bio-Based Color
Regenerative Resources
Mercedes-EQ History
First Drafts
In my initial drafts, I realized I was straying from my goal—the car’s aesthetic did not reflect sustainability. To realign, I grounded the design in the user’s origins, drawing inspiration from the things he loves and the experiences of his home.
Inspiration Board
I drew color and texture inspiration from local lichens in Angeles Forest. I selected a dusty green tone reflective of the forest’s landscape and explored materials that could evoke the same feeling as hiking through the woods.
Color Blocking
Final Direction
I chose calming, nature-inspired tones with the goal of fostering a connection to nature offering a pause, a sense of relief, and a breath of fresh air within the busy city.
Executive Line
Color, Materials & Finishes Legend
First Drafts
Once again, I felt the need to reconnect the story to my goal, so I grounded it back in the user and his experiences within the city.
Inspiration Board
I drew color and texture inspiration from city lights at night. To incorporate elements of agriculture, I looked to pomegranates—drawing from their rich colors and textures—since California is one of the world’s largest suppliers.
Color Blocking
Final Direction
Since I wanted this direction to evoke speed, I selected bold, saturated hues that capture the energy and vibrancy of nightlife. I also experimented with duo tones on the seat to create that bold contrast that adds to the race theme.
AMG Line
Color, Materials & Finishes Legend
First Drafts
To reconnect to the user in the base trim I decided to use one of the beautiful coast of Los Angeles.
Inspiration Board
The texture and color exploration for this base trim is inspired by the bioluminescence of the Pacific Ocean. An iconic and meaningful aspect of Los Angeles.
Color Blocking
Final Direction
For the base trim, I chose darker hues, as this option needed to feel safe and approachable for a wider audience. The two blue tones are inspired by Pacific bioluminescence and are named after the proteins responsible for this phenomenon in the ocean microbiome: “Bluetin” and “Lucerin.”
Luxury Line
Color, Materials & Finishes Legend
Next Steps & Takeaways
First project about CMF!!
Needless to say, this project opened my eyes to a whole new world a type of design I had unconsciously practiced, but never solely focused on. I learned so much and enjoyed it so deeply that I decided to dedicate the rest of my studies and internships to it. This was also my first automotive project, and exploring a different industry proved to be incredibly valuable.
