Mercedes-Benz’s fully electric flagship EQS has been a source of controversy since its launch, especially with its design. Positioned as the electric version of the S-Class, which leads the luxury car segment, the model has not achieved the high sales figures expected. Mercedes-Benz design chief Gorden Wagener made a rare self-criticism on this issue in his latest statement: “The EQS probably came out 10 years too early.”

Mercedes EQS became the talk of the town with a flash claim

Wagener, who manages the German manufacturer’s top-level design decisions, made candid assessments about the general perception and success of the EQS in an interview. According to Wagener, the EQS was designed as an extremely progressive car. However, the model did not meet the expectations of its target audience.

“Many people in this class expect a long hood and status. The EQS is a completely different car in this regard. Maybe we should have marketed it differently; more like a futuristic CLS, S-Class Coupé or something of that nature,” Wagener said, adding that the vehicle’s positioning strategy also needed to be rethought.

The first version of the EQS stood out with its aerodynamic structure specific to electric vehicles, but this approach did not reflect the classic elegance and visual prestige that S-Class users were looking for. Some design revisions were made in line with this feedback in the model renewed in 2025. The new EQS adopted a more traditional line, especially in its front grille, and was closer to the S-Class. Mercedes’ iconic star was also included in the vehicle design.