Indelible traces of brand identity: Retro design elements

I enjoy following car brands and spending time reviewing their new models. Mercedes-Benz is one of them, and after the launch of the brand’s new GLC model, I revisited the concept of retro-designed products.

When Mercedes-Benz was ready to launch its electric cars, the first model it introduced was the EQC, in the same segment. After the car, which was perceived differently in different circles and wasn’t particularly successful in attracting a dedicated customer base, Mercedes-Benz introduced the next generation of the same car, this time with the classic product naming convention: omitting the EQ suffix and calling it the GLC EQ Technologies. I think we first saw this naming convention in the G-Class.

Besides, I think this name is still too long; I think it will evolve into something like the GLC320 EQ in the next generation. The EQ suffix could even become a detail, similar to the E used by Renault on its models (e.g., EAustral, MeganE), the i used by BMW (i3, i4, iX), or even the Skoda product names that start with E and end with Q. We’ll wait and see.

Moving from the model name to the design, perhaps the most striking design element of the new GLC, viewed from the front, is Mercedes-Benz’s new retro-looking grille. Redesigned to accommodate both electric and hybrid vehicle architectures, this new element both references the brand’s past design language and signals a new beginning with electric vehicles as its primary focus. It also serves as a prime example of the brand’s future design language.

Whether it aligns with the rest of the vehicle is a separate consideration, but I think the most important insight here is Mercedes-Benz’s connection to the past and present by reintroducing a square-shaped grille to its models, establishing a strong design legacy that will continue into the future. I’ve already discussed this in my article, Why do retro-designed products always make a comeback?

So, it’s fair to say the square grille signifies a new beginning. Models like the EQC, EQE, and EQS, the first generation of electric cars, received considerable criticism for straying far from Mercedes-Benz’s signature style.

This grille is similar to those used in previous high-end cars like the W 100, W 114, W 108, and W 111, and will gain more widespread use, starting with the new GLC, with all new models. However, this large, rectangular grille, surrounded by a shiny chrome frame, isn’t just a stylish accessory from the outside, as one might expect.

Located at the front and center of the vehicle, occupying a considerable area, this piece, detailed with darkened glass, contains approximately 950 pixels, and these pixels can be used for various purposes. Mercedes-Benz’s new grille is a striking example of the evolution of the traditional electric car lighting design, which connects the front and rear lighting clusters with a single line. I believe this is another question worth discussing: is there a need for so many lighting elements at the front and rear of its cars?

Grilles, whose traditional function was to allow air into the engine and aid engine cooling with airflow, ceased to function with the arrival of electric vehicles. In fact, one of my primary questions regarding the design of electric vehicles was where this grille would go.

We saw a similar grille, which disappeared from the first-generation Mercedes-Benz EQ cars, in the EQA and EQB models. The first new and distinct grille shape appeared on the GLC. Its inclusion in the car suggests that, while grille designs may have lost their function; but they will continue to be a prominent design element in designs for some time to come.

A balance of retro and modern design from a marketing perspective

As the automotive industry moves towards hybrid and electric models, incorporating retro elements in design isn’t exactly a new trend; you can frequently see it in various product designs. One of the main reasons for this is the desire to bring the brand’s past identity and design elements already familiar to consumers to the new generation of products.

It’s important to acknowledge that electric cars have ushered in a brand new era, and they possess their own unique dynamics in every sense. However, it’s clear that the front grille, classic front and rear lighting clusters, and other elements borrowed from past car designs are something many people cherish and seek, and they are still quite effective in reinforcing the perception of trust and prestige.

These design elements I mentioned are much more than simply details that make a car look attractive to consumers; they serve as a powerful tool for establishing a connection with the brand and fostering brand recall.

When there’s already a way to connect with consumers, is there a need to eliminate this and create new connections?

I don’t think so.

While technology advances, retro design elements are also being used to balance modernity and aesthetics. Electric vehicles don’t need a hood or vents in the traditional sense, but even new models from manufacturers like Hyundai and BMW still feature a grille at the front of the car. What I understand from this is that these aspects of a car remain important for brand identity.

Particularly when it comes to cars, the prominent use of retro design elements is partly due to marketing strategies. While new cars are often targeted at a younger, more technologically savvy audience, older generations, willing to spend money on a brand, find products with retro design elements more familiar. This familiarity is a good way to strengthen brand loyalty and encourage middle-aged buyers to repurchase the same brand when shopping for a new car.

Releasing a car with retro design elements is a natural way for a manufacturer to convey to consumers that they’ve been here before. While brands use technology as a progressive element, retro elements are an easy and, frankly, evasive way to reference brand history and the brand story.