EVEN THIS MERCEDES-BENZ SUV KNOWS USB-C IS THE FUTURE

Talking to Jochen Hermann, who heads up Mercedes-Benz parent Daimler’s push into electrification, I found out just how much time Mercedes spent on finessing the look of its EQ line of cars.

“The biggest change with EQ was the change of drivetrain,” he explained, “but we know that changing the drivetrain isn’t one of the key selling points for our customers.” Mercedes customers weren’t going to buy an electric car just because it is electric, they needed some more emotional triggers and attractions. The balancing act for people like Hermann is to give customers a design that both signals that they’re driving the new thing, but which is still familiar enough to not be alienating. So Mercedes kept the shape of the EQC familiar, but “changed everything such that it’s [recognizably] an EQ car.”

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