Differentiated Design Still Matters

The Frankfurt International Auto Show is taking place in Germany currently, showcasing some of the world's biggest brands and what new offerings and technology they are showing off to their consumers. In a market becoming exceedingly saturated with crossovers and sedans that all end up looking, driving, and performing identically (see: Honda or Toyota Anything), I find it extremely refreshing to see an automaker present something completely original.

This year, Mercedes-Benz introduced the Concept IAA (Intelligent Aerodynamic Automobile) to an unusually gawky German audience. Already unique in its appearance, the concept proved itself more and more impressive as its details were revealed.

The most notable feature of the car was its rear end. At high speeds, eight individual plates extend 15 inches around the taillights, lengthening the already long-nosed car into jet plane-like proportions. The car also narrows the gaps in its rims and shuts closed the front grill. All of this helps Mercedes' IAA achieve a drag coefficient--basically, how well the car can slice through the air--of .19, bettering Tesla's current lead by more than 20%.

In a market chock-full of sameness, the IAA stood out like a dragon in a duck pond.

I really appreciate the design risks Mercedes took with this product. It's this kind of bold differentiation that fuels the brand's loyalty, and keeps their image as bright as the star that represents it. The ever-changing auto market comes down the consumers' emotional reactions, and Mercedes is squeezing every drop of hedonic value (Angell, Lecture) into their line that they can. And then they're extending it out another foot and a half, just for good measure.

For more on the Frankfurt Auto Show, check out Ann Arbor-based Car and Driver:
http://www.caranddriver.com/2015-frankfurt-auto-show