All Electric. All Mercedes. This is EQ World!

Electric vehicles present clear benefits in the areas of sustainability and efficiency, but also in performance and design. At Mercedes-Benz, we pledge to embrace the electric future while continuing to build the greatest cars the world has ever seen.

Safety, performance, and technology with an all-electric twist.

Mercedes-Benz vehicles have always excelled in those three areas, and electric drivetrains give us the opportunity to advance our capabilities even further. From quicker acceleration to elevated ride comfort, the benefits of electric power are immediate, but our vision doesn’t stop there. Technology “under the hood” is matched by technology in the driver’s seat. Improved battery power is matched by improved design. Mercedes-EQ vehicles are built to appeal to your intelligence and your emotions.

  • The EQS is the first model in the Mercedes-EQ family to be based on the modular architecture for luxury and executive-class electric vehicles. It marks an important milestone in Ambition 2039 – the path to the CO2-neutral mobility of the future at Mercedes-Benz.
  • For the first time, a marketing campaign starts at the same time as a world premiere – in a uniform look. The campaign translates the EQS’s seemingly magical fusion of technology, design, functionality and connectivity into a surreal look that challenges the reality we know. The campaign breaks with conventions and works with a mix of abstract art and fashion that stimulates visually.

“We are particularly pleased to launch an integrated marketing campaign for the first time synchronized at the world premiere of the EQS,” says Bettina Fetzer, Head of Marketing Mercedes-Benz AG. “With this extraordinary staging, we want to combine sustainable mobility with an emotional and luxurious brand experience and further strengthen the fascination for our electric Mercedes-EQ models.”

Visual concept

  • With the new campaign for the luxury and avant-garde top model of the Mercedes-EQ family, the brand builds on the visual world of Mercedes-EQ, which was launched in January with the EQA. The concept of intensive play with reflecting surfaces is continued and transposed into the surreal. For example a floating vehicle is the visual interpretation of the message that the EQS breaks with conventions and challenges the reality we know.
  • The imagery is iconic, product-focused and clear. It works with blue colour tones and strong contrasts. The result is an abstract, stylised atmosphere that exudes a fascinatingly sensual appeal.
    This is for you, world – the marketing campaign for the EQS
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