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yesterday

Mercedes-Benz Unveils Sensual Purity Design and Illuminated Grille for GLC EV

Drawing on a century of heritage cues it combines dynamic LED lighting with modern minimalism to set the tone for its future electric models.

Facelift for world's oldest automotive brand.
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Overview

  • On August 4, 2025 Mercedes-Benz revealed its new Sensual Purity design language and the illuminated Iconic Grille for the upcoming all-electric GLC EV.
  • The grille replaces traditional slats with a smoked-glass-effect lattice housing 942 individually illuminated points in six modules framed by 141 backlights.
  • Animated lighting sequences and an illuminated star logo deliver visual drama on the grille in markets where regulations allow.
  • Design chief Gorden Wagener and CEO Ola Källenius employed generative AI to refine sketches and optimise the Sensual Purity aesthetic under CEO guidance.
  • Built on the MB.EA electric platform with an optional seamless MBUX Hyperscreen interior, the GLC EV will lead a unified family of future electric Mercedes-Benz models, arriving in North America in 2026.