SILVER

VISION

01

07/

EQ Silver Arrow

Mercedes EQ

Creative Lead

Visual Design

UX Design

Prototype

The Vision EQ Silver Arrow show car celebrates its world premiere. The one-seater vehicle is an homage to the record-breaking
W 125 car from 1937.

The Vision EQ Silver Arrow draws on that legacy. Intended for acceleration and the driving pleasure, it embodies Progressive Luxury and provides an insight into the future of our design. As a result, the show car drives the design idiom of our new EQ product and technology brand to the top.

The EQ brand is shaped by the avant-garde, distinct aesthetic of Progressive Luxury. This arises from the combination of a previously unknown beauty, the conscious clash of digital and analog elements as well as the seamless merging of intuitive and physical design.

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We started by identifying what this car means and where we would like to take the EQ brand. The car was debuted at the Concours d'Elegance, in Pebble Beach, California. Based on our customer research, we created personas that would likely own a rare and expensive car as such.

Our EQ brand vision is based on progressive luxury, so we created a vision board that reflected just that. We wanted to create an experience that would create a symbiotic relationship between human and vehicle.