Mercedes-Benz's New Illuminated Grille Is a Design Statement for the EQ GLC originally appeared on Autoblog.
Call this a "Hard Launch"
Following a teaser video released last month featuring Mercedes-Benz CEO Ola Källenius, Mercedes-Benz gave yet another sneak preview of the upcoming electric Mercedes-Benz GLC with EQ technology ahead of its Munich motor show debut.
Though the Mercedes boss put a camouflaged prototype example through its paces and showed off some of the vehicle's key livability capabilities at its proving grounds with the help of host Sarah Hartman, Mercedes-Benz's statement today made it loud and clear that its styling department is truly departing from the "jellybean-shaped" EQ-series of electric vehicles it struggled to sell.
Mercedes updates an iconic design signature for the 21st century
Before Källenius demonstrated the GLC EQ's towing capabilities by towing a museum-quality 300 SEL in the brand's promotional video last month, he pointed to its “iconic grille” to hint at what the new car could look like. Specifically, he noted that the EV GLC will feature a proper grille that is a “future, techy interpretation of that iconic Mercedes-Benz style.”
“Look at that grille, unmistakably Mercedes-Benz; and I think there’s a clue there,” he said. “We will pick up some of the cues from that iconic grille in the modern version of this GLC. Stay tuned.”
However, eager Mercedes fans didn't have to wait very long to see a little bit of the new electric GLC EQ's face, as the lone picture it released today shows that the new vehicle has a proper chrome grille akin to Mercedes models of years past, albeit updated for the digital age.
In a statement released by Mercedes-Benz, the new GLC with Mercedes‑Benz GLC with EQ Technology is the first vehicle to showcase its enhanced "Sensual Purity" design language, which features a new update to its chrome grille, a central feature of nearly every Mercedes‑Benz that has evolved throughout the years.
"From a functional feature of the combustion-vehicle era, the new grille of the all‑electric GLC has transitioned into an illuminated work of art, conveying prestige and status through reduction, clean lines and technology," Mercedes said in a statement.
Upon first glance, the new grille of the all‑electric GLC looks to be a key feature of the EV's front end and takes up a significant amount of the space front-and-center around its front bumper, much like current models like the 3-row GLS. According to Mercedes, the new grille is inspired by the prominent chrome structures on the fronts of iconic models like the 600 Pullman and the W108 and W111 versions of the S-Class.
Despite its flat appearance as an illuminated glass panel, Mercedes says that the new grille features a wide chromed frame, a "smoked-glass-effect lattice structure," and integrated contour lighting. Additionally, Mercedes will offer an illuminated version of the grille as an optional extra, which features an illuminated central star and 942 backlit dots that illuminate the grille from behind with a special animation feature.
“Our new iconic grille is not just a new front for the GLC; it redefines the face of our brand,” said Gorden Wagener, Chief Design Officer at Mercedes‑Benz Group AG. “It is the perfect fusion of lasting design codes reinterpreted for the future, making our cars instantly recognizable.”
Final thoughts
Although a little design detail may seem insignificant, it's important to note that there is a lot riding on Mercedes and its new EV. Per Autocar, Mercedes-Benz boss Ola Källenius, noted that this new grille is part of a new design ethos that can show "unmistakable Mercedesness" and stand out “in current times, with 100-plus Chinese firms” competing with it in key markets.
However, Mercedes dealers are struggling to move these vehicles. According to Edmunds data cited by Automotive News, current EVs like the EQS take an average of 87 days to sell, even with 15% off. Meanwhile, the EQE sedan takes a whopping 113 days to sell on average with an 18% discount. In an October 2023 report by Automotive News, dealers vented their frustration with the EQ line by noting that electric vehicles like the EQS lack the "lust factor" that other Mercedes vehicles have, adding that "[Mercedes-Benzes] need to be 'want' cars. "The S-Class has maintained good loyalty because it's aspirational. An EQS is not something that most people aspire to own."
Mercedes says it will unveil the electric GLC at the IAA motor show in Munich on September 7. We can only hope that the rest of the car looks just as good.
Mercedes-Benz's New Illuminated Grille Is a Design Statement for the EQ GLC first appeared on Autoblog on Aug 4, 2025
This story was originally reported by Autoblog on Aug 4, 2025, where it first appeared.
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