FRANKFURT -- Daimler has promoted its head of design, Gorden Wagener, to the newly created role of chief design officer.
The role "strengthens the significance and the responsibility of the role of design" at the automaker, Daimler said in a statement.
Daimler's Mercedes-Benz brand is on the brink of passing BMW this year to reclaim the title of world's top-selling premium brand. CEO Dieter Zetsche said the brand's design renewal carried out by Wagener is a key reason for the success. "I'm convinced that with Gorden Wagener we have probably the most talented and capable head of design," Zetsche told Automotive News Europe in a recent interview.
Since becoming Daimler's design boss in 2008, Wagener, 48, has been credited with moving Mercedes from a staid luxury brand to a modern marque that appeals to younger buyers. In particular, Wagener has been instrumental in the updating and expansion of the brand's more affordable compact-vehicle range.