10:06 24-10-2025

Mercedes, BMW and Audi blend retro cues with modern EV tech

Mercedes, BMW and Audi revisit retro styling with modern EV tech, from Vision Iconic to iX3 and Concept C. See how heritage cues sharpen brand identity.

Mercedes, BMW and Audi are taking an unexpected turn in design, revisiting the aesthetics of yesterday while threading them through contemporary technology. The result is a blend of familiar lines and modern intent that feels more curated than nostalgic.

Mercedes unveiled the Vision Iconic concept, an electric car with a horizontal grille and round headlights that call back to the 1950s. Audi presented the Concept C with a vertical grille in the spirit of classic Auto Union models, while BMW showed the production iX3 featuring narrow kidney grilles that nod to the Neue Klasse era.

According to the manufacturers, this look back is not about chasing a trend but about giving buyers clear visual anchors and a sense of assurance. The approach fuses advanced tech, pared-down forms and a brand’s historical identity. It reads as a deliberate design strategy: used with restraint, retro cues can sharpen a marque’s character rather than trap it in the past. These models could set the tone for thoughtful retro design, where history becomes a tool for building what comes next.