Produktidentitat - weltweit und differenziert

Professor Joseph Gallitzendorfer, design director at Mercedes-Benz, demonstrates how local characteristics creep into the product design of utility vehicles (trucks and vans). The more we take the technical function of a product for granted, he claims, the less significant it becomes as the trigger for the buyer's purchasing decision. This also applies to the technical design of utility vehicles where the product has to be adapted to match the local characteristics.