Mercedes-Benz is preparing for a design reset after nearly three decades under one of its most influential creative leaders. Gorden Wagener, the company’s chief design officer and a key figure in shaping modern Mercedes styling, will leave the automaker early next year. Reportedly, internal friction was growing, even though Wagener decided for himself to bite the bullet.
When Gorden Wagener officially leaves Mercedes at the end of January next year, he will have worked 28 years for the company. During his tenure, he reshaped the visual identity of one of the car industry’s most tradition-bound brands. The departure comes as Mercedes adjusts its leadership structure. It signals a shift in how it wants to present itself to customers. This was already made clear by CEO Ola Källenius, who is trading the luxury image for a feeling of ‘homecoming’. Well, that’s the idea at least, presented by him at the IAA in Münich last September during the unveiling of the new GLC.
Yacht and aircraft
Back to Wagener. He joined Mercedes in 1997 and rose steadily through the design ranks, becoming head of design in 2008 and chief design officer eight years later. During that period, he oversaw everything from entry-level hatchbacks to ultra-luxury Maybach models. Wagener also extends the brand’s reach into areas such as yachts, aircraft interiors, and collaborations with influencers such as Nigo and the late Virgil Abloh.
His influence is visible across an entire generation of vehicles, including the SLR McLaren, the W222 S-Class, the AMG GT, and the reborn G-Class. Wagener also pushed Mercedes toward a more expressive design language, which he called “sensual purity,” a philosophy intended to position the brand as progressive rather than conservative—a big task for one of Germany’s stiffest luxury brands.
Successor from AMG
That ambition became more contentious as Mercedes accelerated its electric vehicle strategy. The EQS and EQE, designed around aerodynamic efficiency and a smooth silhouette, struggled to connect with buyers. Critics called it a humpback profile, and the shapes, together with the blacked-out grille, were blamed for sales falling short of expectations, especially since rival BMW remained relatively successful by doing the opposite: sticking to a non-distinct electric line-up.
Internally, the debate grew sharper. Executives, including CEO Ola Källenius, pushed for a different visual path, particularly at the front end, drawing inspiration from older Mercedes models to restore instant recognition. The new electric GLC reflects that shift, suggesting Wagener’s influence was already being diluted before his exit. Creative differences may be the most accurate term for the reasons behind this split. His successor, Bastian Baudy, comes from AMG, where he has led design since 2023.
Wagener’s departure will definitely close a chapter at Mercedes, as he can be regarded as a star designer. This is the second collaboration break in car design, following the reported dismissal of outspoken Gerry McGovern at Jaguar Land Rover earlier this month. Although the story was heavily mediated, the British car maker denied, ten days later, that it had terminated his contract. Whether or not McGovern still works for JLR remains unclear.
