Niels van Roij
ArticleOpinion: a brand story untold – Mercedes’ EQS
Telling the brand story will be the most important task for car designers in the future as electrification, urbanisation, congestion and developments around self-driving cars will conspire to curtail the driving experience. Thus, the brand story will soon be the only truly differentiating USP. Niels van Roij examines the Mercedes-Benz EQS in this light
