Love at first sight: The unique Mercedes-Benz bus design

• The hallmark of a premium brand: the careful evolution of the design
• Dancing in shackles: the emotionalisation of the bus design
• Unrivalled worldwide and a seal of quality: the Mercedes star and the badge
• Switch to front-wheel drive: buses get the SL grille with central star
• Future Bus and eCitaro transport the Citaro into the future
• The design of the new Intouro: the new interpretation of classical themes
• Good design is not only aesthetic, it is practical and saves costs

There is no second chance for the first impression, as the saying goes; this not only applies to people but also to vehicles. Design is therefore an essential part of the brand character that Mercedes-Benz has always consistently pursued. The distinctive and unique central star has been a hallmark of Mercedes-Benz buses and coaches for almost seven decades now. But there are even more details that give the bus face of a Mercedes-Benz its unmistakable appearance. A Mercedes-Benz visualises typical attributes such as superiority, innovation, safety, solidity and quality. New models formally build a bridge to the future, but their lines do not neglect the starting point. The new Mercedes-Benz Intouro is the latest example of the stringent development of the design of Mercedes-Benz premium buses.

The hallmark of a premium brand: the careful evolution of the design

Those who have found their style do not continuously change their outfit. This applies to distinctive personalities as well as premium brands. They are characterized by continuous design evolution. They do not submit to the zeitgeist, they shape it. Continuous, gentle yet consistent further development of the design enables recognition across several product cycles. This results in a connection from the viewer to the product, to its characteristics and to those of its brand at first glance. The arc spans from identification and recognition to brand awareness.

This involuntary connection is typical of premium brands and distinguishes them from the arbitrariness and interchangeability of other products. Ideally, premium brands are so distinct that the brand affiliation can be recognised even without the corresponding badge or emblem. Examples of this can be found in many areas where exclusivity and outstanding characteristics are required. Everyone knows equivalent furniture and watches, electronic devices and clothing or other items.
Mercedes-Benz sets these standards in all of the brand's vehicles, whether passenger vehicles, trucks, vans - or buses.

At Mercedes-Benz, design is not an afterthought applied at the end of the development of a new model. Design here is a fundamental part of the development process from its very beginning. Because design creates benefits for the company, drivers and passengers, and design also creates brand value.

Dancing in shackles: the emotionalisation of the bus design

"Designing means dancing in shackles," Walter Gropius, legendary architect and founder of the Bauhaus School, once said. Particularly in the case of commercial vehicles, and thus also buses, the design moves within a narrowly defined framework. The package - the dimensions and proportions - are defined, function is the focus. Design therefore has fewer degrees of freedom than, say, in a sports car. In addition, there is a long product cycle of ten years or more plus the useful life. With a regular service bus, this quickly adds up to 20 years and more - fashionable influences are therefore out of the question. A Mercedes-Benz is always distinguished by its long-term effect. It does not age visually, it matures.

In these "shackles" it is necessary to create a bus emotionally. After all, the bus as an asset investment should not be a technical "vessel", but rather should be desirable, for companies as well as drivers and passengers. The view from the front, the "face", is the distinguishing feature of the touring coach in the coach park and the regular service bus at the bus stop. A Mercedes-Benz is the face in the crowd and an impulse generator for the brand, the ticket for the design success and the appearance of the brand.

Unrivalled worldwide and a seal of quality: the Mercedes star and the badge

The Mercedes star is the hallmark of every Mercedes-Benz. It is both a distinctive mark and a seal of quality for passenger cars, vans, trucks and buses. As a spare part, it costs only a few euros in the Omniplus online shop. Conceptually, however, the star is one of the best known and most valuable trademarks in the world. On all continents, people associate it with clearly defined positive qualities. "Your good star on all roads", Mercedes-Benz advertised as early as the 1950s with pictures from the driver's perspective across the star on the bonnet. Transferred to buses, this means today: Every business owner, every driver and also every passenger knows the Mercedes star and trusts the characteristics associated with it.

The Mercedes star was born in 1909: at that time, Paul and Adolf Daimler, the sons of automobile pioneer Gottlieb Daimler, adapted a three-pointed star as a trademark. From the beginning it was shaped three-dimensionally. This resulted in a charming play of light and shadow on its surface. The star shone, it was a design feature even then. Exactly a century ago in 1921, Daimler registered the plastic star in a circle as a trademark. It has now been mounted on the radiator cap of the vehicles, unmissable, both to passers-by and from the driver's perspective.

Another trademark followed in 1926, the occasion being the merger of Daimler and Benz to form what was then Daimler-Benz AG. The symbol of the merger was the star in a circle (Daimler), framed in a laurel wreath (Benz) with the lettering Mercedes-Benz. Since then, this badge has adorned every Mercedes-Benz in addition to the star. A special bus theme: bodies on Mercedes-Benz chassis may also bear the star if strict criteria are met, but today they never bear the badge. It is reserved for the originals. They wear the badge similar to a stamp, like a seal of approval.

Switch to front-wheel drive: buses get the SL grille with central star

In the fifties the position of the Mercedes star changed. Forward-control buses with a rear-mounted engine replaced the traditional vehicles with a bonnet. Because of their high radiator with a prominent grille, they were characterized by a vertical structure of the front section, often additionally marked by a large Mercedes star on the radiator grille. The first bus of this type, the Mercedes-Benz O 6600 H, already featured horizontally arranged headlamps and a grille that would soon become characteristic. But still there was no separate star. Instead, the designers used an oversized badge and placed an additional headlamp in the centre.

Just a few years later, the basic face shape of buses developed into what shapes the look of every Mercedes-Benz bus today. On the new O 321 H from 1954, the centrally positioned star marked the centre line of the bus face for the first time ever. Together with a transversely arranged louvre, it was arranged in an oval and chrome-framed horizontal grille. It embedded the round headlamps, which were also located on this level. A form as simple as it is effective, all of a piece. An edge placed vertically above the star connected the star to the badge positioned above it.

The new design, with its horizontal shape, was not limited to buses and coaches; it developed into a brand face. Whether it was the front-wheel-drive trucks, which were still rare at the time, the vans from 1956 onwards, the O 319 minibus derived from them or even the short-nosed trucks a few years later, they all bore the oval grille with central star as a distinguishing feature.

The basic shape of the new grille was not only found in commercial vehicles: in 1954, in addition to the O 321 H bus, the road version of the high-performance Mercedes-Benz 300 SL sports car also celebrated its première: it dispensed with the star on the bonnet and instead received the central star and a louvre. However, the headlamps were not enclosed, this prevented their vertical arrangement in implied wings. This was the birth of the so-called SL grille, which has distinguished the brand's sports cars ever since and is now an important feature of almost all Mercedes-Benz passenger car model series.

Further development of generation - while retaining the basic elements

The dynamic SL grille of the O 321 H thus forms the root of the current face of Mercedes-Benz buses, whether the Citaro, eCitaro, Tourismo or the latest Intouro inter-city bus model series. Mercedes-Benz designers took great care to ensure that this stylistic feature was further developed from generation to generation, but that the basic shape was nevertheless retained. It's part of the brand's gene pool.

An example of this was the O 302 which was the successor to the O 321 H. It bore a nearly rectangular grille with a central star when it debuted in 1965. The grille framed the headlamps, which were also rectangular in the style of the time. On the O 303 from 1974 onwards, the grille and headlamps were consistently rectangular. With the Mercedes-Benz O 404 that was presented in 1991, the designers were able to use the modern possibilities of materials and design for the first time. A trapezoidal-shaped plate with central star replaced the classic dark grille, while the headlamps were bevelled to fit around the plate. The generally horizontal division was retained. The first generation of the Tourismo also picked up on this emphatically understated style.

In subsequent generations of the Tourismo from 2006 and 2017, distinctive louvres were reintroduced to accentuate the classic shape of the grille. This was since painted in the colour of the vehicle. The headlamps were given a narrow and dynamically curved shape. More than ever, both underlined the clear horizontal structure. As in all generations of buses, the badge was located above the central star.

Regular service buses with a star: temporarily standardised, then again style-defining individual

Parallel to this was the development of the Mercedes-Benz regular service buses. At the end of the 1950s, the O 317 and O 322 were the first specialised regular-service urban buses of the brand and both featured a very distinctive grille shape. The grille was curved upwards and recessed at the lower side edges, had a central star and louvres. The front of the vehicle was also equipped with round headlamps closely modelled on the legendary 300 SL, which was a sports car in a league of its own. This was followed by a break, because from the end of the sixties the segment of urban buses in Germany was defined by strictly standardised and highly functional buses with very limited design possibilities. The only visual distinguishing feature of the Mercedes-Benz O 305 and its successor – the O 405 – was the central star.

The relaunch of individual city buses was documented by the Mercedes-Benz Citaro from 1997. Now the central star found its place on a louvre mounting plate in trapezoidal shape, framed by bevelled headlamps. The curved A-zero columns in the front-end assembly were also style-defining and ground-breaking. The facelift version from 2006 proved what a difference even small interventions by expert designers can make: turning the indicator lenses by 180 degrees gave the Citaro a friendly, optimistic appearance.

With the second generation of the Citaro from 2011, an even greater step was taken. The new face is striking. Large almond-shaped headlamps and the rounded front-end assembly take away the austerity typical of the city bus up to now. The A-zero pillars flow elegantly into a side design element on the roof. It conceals the elevation of the display box and gives the Citaro an unmistakable contour. The higher nose panel has a notch for the windscreen wiper linkage. Whereas on the urban bus the destination display box extends out above the windscreen, the Citaro Ü intercity bus has a high windscreen that covers the destination display box. The strongly curved windscreen with its elegant shape is reminiscent of a luxurious coach. On all Citaro models, the implied grille takes up the design idiom of the early O 317/O 322 predecessor models and puts a smile on the Citaro's face thanks to the curved bumper.

Future Bus and eCitaro transport the Citaro into the future

The almost inexhaustible possibilities of the basic form of the Citaro were demonstrated in 2016 by the Mercedes-Benz Future Bus study. From its large central star in a shiny black front mounting plate, two illuminated louvres each shone to the left and right. The round headlamps were recessed, while the A-zero pillars were designed as a strong frame. They led up in a bold sweep from the bumper to the roof and framed the elegantly curved windscreen from the inter-city variant of the Citaro.

Two years later, the all-electric eCitaro transferred elements of the study into the practice of city buses, transporting the design of the Citaro into the future. The large Mercedes star shows self-confidence. Louvres radiate from it to the left and right. This essence of the classic grille uses the options of current materials: the double-shell transparent elements are chrome-plated on the back. This produces attractive effects depending on the incidence of light. Star, louvres as well as the badge are attached to the high-gloss black front mounting plate, LED single headlamps are integrated. Bumpers and the A-zero pillars typical of the model frame the face of the eCitaro. Another feature is the curved windscreen from the Citaro Ü. Visually extended by the glossy black front mounting plate, it swings up and integrates the destination display. The windscreen merges smoothly into the roof via dark bars. At its centre, the roof sports an "island" in the vehicle colour, which seems to float – another of the design elements of the Future Bus. It is not only a visual element, it also forms the confluence of the roof cover.

The development of inter-city buses was similar. For decades, their design was dependent on whether they were derived from standard buses (Mercedes-Benz O 307, O 407, O 408) or whether they had individual characteristics like touring coaches such as the Integro or first-generation Intouro.

The design of the new Intouro: new interpretation of classical themes

The design of the new Mercedes-Benz Intouro is a clear commitment to the roots of the brand and its buses. The Intouro is a genuine Mercedes-Benz - in the very price-sensitive inter-city bus segment, but of high quality.

The core theme is once again the horizontal structure typical of the brand, but it is implemented in a refined way. The focal point is a dominant grille in the shape of a hexagon. This hexagon shows kinship with Mercedes-Benz passenger cars, from the A-Class to even the new S-Class. The central star projects slightly from the top of the grille. Two louvres flank it on the left and right. The framing is detailed, reinterpreting what is essentially a simple form. Optical tricks are used for this: The angles of the hexagon are different - but that is precisely why they appear harmonious to the eye.

Two variations of the grille underline the span of the Intouro. In the basic version as a cost-optimised inter-city bus, the edging and louvres are in vehicle colour. With the Design package for the Premium vehicle variant for excursions, the edging and louvres are in silver instead. The inlay is high-gloss black in both cases. The headlamps nestle against the side of the grille surround. The complete unit of headlamps and grille is literally sculpted out of the radiator grille. The resulting edges and surfaces lead to an interplay of light and shade. With these details, the design of the bus achieves the highest surface quality at passenger car level.

The star leads into the vertical design line, as was the case on the O 321 H from 1954. Just as was historically the case, this design line points to the badge which, on the Intouro, is surrounded like a jewel. Here in the upper segment, a horizontal light edge divides the surface. The result is perfect surface tension. A further design line is integrated under the front foglamps to give the front section a band-like focal point and ensure that the pleasant design isn't lost as the eyes move down towards the road.

In general, the Intouro is immediately and clearly identifiable as a Mercedes-Benz. The affiliation would be clear even without the star. Literally eye-catching are the many exciting details on the front section. They demonstrate the care and effort that Mercedes-Benz designers put into even a price-sensitive intercity bus. Details that differentiate a premium bus. Nearly 70 years after the O 321, its designers are using sheet metal and plastic as new options for material-appropriate design – breaking away from some of the shackles which Walter Gropius spoke of. The basis, however, shows many similarities: the horizontal structure conveys stability, strength and security, the central star and the vertical edge between star and badge are part of the finishing touches.

Good design is not only aesthetic, it is practical and saves costs

Design fulfils practical tasks beyond its visual appearance. With the Intouro, form and function complement each other perfectly. Optimized edge radii, the front roof vent and precisely inserted doors and windows are the basis of its excellent aerodynamics. It reduces fuel consumption and wind noise. Headlamps from the truck range blend in seamlessly, reduce costs and simplify spare parts inventory. The three-part bumper saves money on minor damage which is common in the everyday life of an inter-city bus. Folding bumper corners facilitate the task of changing bulbs. Inexpensive and easy to replace are the outside mirrors on brackets. If, however, the focus is on an elegant appearance during outings, the Intouro comes up with elegant integral mirrors.

The new Intouro thus fits perfectly into the Mercedes-Benz bus family. Right down to the clever details, it is a true Mercedes-Benz, shaped by rationality and practicality to deliver a result which isn't just especially economical, but one which also comes at an attractive price.

Interior: the high-quality equipment affirms the Premium feel

However, a well thought-out exterior design is not enough; the right content is needed for the packaging. The interior must also deliver on the "Premium" promise even for an inter-city bus in a price-sensitive segment. Passengers of the Intouro enter a high-quality vehicle interior. This is clearly visible in the barriers with glass inserts or in the wide central ceiling with aluminium surrounds. Black trim on the window pillars makes the glazing look like one large closed surface. Optional coach seats, closed-bottom luggage shelves and passenger control panels are available. Passengers feel comfortable, the elaborate vehicle interior does not provoke vandalism.

Drivers look out across a dynamically shaped cockpit on-par with touring coach standards which is equipped with a multifunction steering wheel and attractive instruments. The stowage space on the window sill has been designed especially cleverly. Plus, the knob of the electronic parking brake looks elegant and is especially nice to hold. Drivers therefore feel valued, which increases motivation and the careful handling of their bus.

Companies benefit from the distinctive overall economy of the new Intouro, from its solidity and the well-known good service. Extensive and innovative features are also available, such as the new Active Brake Assist 5, which is unique in buses. Here too, the Intouro reveals itself to be a genuine Mercedes-Benz – a safety bus.

Mercedes-Benz Buses and Coaches: love at second sight too

Whether passengers, drivers or business owners: Mercedes-Benz and its designers inspire confidence; with a Mercedes-Benz, everyone feels they are in good hands. The model range with Citaro and eCitaro, with Tourismo and the new Intouro shows it: Over the years and decades, the formal appearance of the buses has continued to evolve. Whether in its basic proportions or its design, it has always been reinterpreted as an identifying feature and yet has remained typically Mercedes-Benz. The individual model series bear identical brand-typical identifying features, but there is no formal monotony. They retain identity and character, their personality. The new Intouro is the latest example of this.

The good star on all roads is a seal of quality when booking a trip, hiring a bus for an excursion or school trip or when getting on at the bus stop. This is true in Germany, in Europe and also worldwide, as demonstrated by the new Mercedes-Benz coach for Taiwan, among other things. And love, it is also confirmed at second sight.

Stefan Handt, Head of Design Daimler Buses, Curriculum Vitae

Berlin-born Stefan Handt, 54, has been Head of Design Daimler Buses since 2018. He is thus responsible for the interior and exterior design of Mercedes-Benz and Setra buses and coaches as well as for the worldwide appearance of vehicles from Daimler Buses.

His final thesis for his diploma in design at the Berlin University of the Arts was already then dedicated to a topic from the automotive sector. Subsequently, he worked for several design offices and designed a wide variety of products.

After working for several years for design-oriented vehicle manufacturers, Stefan Handt started working for Daimler in 2003. Here he held the position of Head of Corporate Design Mercedes-Benz Car Group, and was subsequently responsible for Lights & Parts in the exterior area for many years before taking over the management of the interior design of various model series from Smart to Trucks & Vans.

Design quotes

"A Mercedes-Benz must look like a Mercedes-Benz." Bruno Sacco

"Design gives us an emotional home." Gorden Wagener

"Design is a language that everyone understands but hardly anyone speaks." (Stefan Handt)

"You can't aestheticize things, you have to let them speak." (Stefan Handt)

"A product needs a gesture" (Stefan Handt)

"The details are not the details. They make the design." (Charles Eames)

"To design is to dance in shackles" (Walter Gropius)

"The simple, that is so hard to do." (Bertolt Brecht)

"Simplicity is the highest form of sophistication." Leonardo da Vinci, and later Steve Jobs