The ComfortClass has been a success story for 20 years now. What role does design play in this?
SetraWorld Magazine
Design – the key to success.
Interview with Stefan Handt, Head of Design at Daimler Buses.
Design – the key to success.
The distinctive Setra design is one key to the success of the ComfortClass line. We talk to Stefan Handt about how Daimler has successfully developed its unmistakable look over 20 years.
When it comes to design, most people think it's all about visual appeal. Superficially, that is right, but design is about so much more. Aesthetics also affect the other senses and our feelings. This makes design an important factor for the success of a product – especially for a brand like Setra. The Setra coach is familiar to us, but it is continually being modernised in keeping with the spirit of the brand, which is reflected in the design.
What is special about the design of the current ComfortClass generation?
When I began working at Daimler Buses, we formulated design strategies for the Setra brand and prepared artwork and concepts. Where do we come from, what is the essence of our creative brand and how do we modernise the Setra without being retro? The current generation reflects this very well. It is luxurious, with a clear design, quality surfaces and timeless elegance. And when you look closer, there are many details to discover. You can see our passion for the brand both in the details and in the overall design. It's unmistakable. A genuine Setra.
What has made the Setra ComfortClass unmistakable over the years?
The design was already unmistakable when the ComfortClass 400 was launched. From the front, the distinctive upward-slanting lines leading to the sides ended in a kind of peak on the 400 model series. This elegant line was retained and refined in the 500 model series.
“A Setra must be immediately recognisable as a Setra – even from a distance.”
What other changes have been made to the design of the ComfortClass over the years?
The 500 model series was given an iconic appearance, especially by the swooping La Linea element that slants back down at the rear. And even from the front, you can see the changes. From the plain shield design used in the beginning, we have now updated the model and introduced the new face of the family. It is considerably more elegant, perfect in terms of surface geometry and definitely on a par with automotive design. First and foremost, a Setra must always be immediately recognisable as a Setra – even from a distance.
What was your main focus when creating the interior of the current ComfortClass?
Our customers and drivers are at the forefront of our minds during the design process. Our focus was on the cockpit – the driver’s workplace. Drivers have many different tasks and a great deal of responsibility. Functionality is vital along with straightforward and faultless operation. We aim to improve safety and please drivers while still keeping a sharp eye on the look, feel, quality and functionality of the vehicle. This benefits everyone, passengers and operators alike.
“Designers are also responsible for improving economy.”
What is your design team's goal?
The Design department's most difficult job is to make sure that the design has a subtle impact. A clear design language is authentic and subconsciously inspires calm and trust. It makes us feel safe and confident using the vehicle. Designers are also responsible for improving economy. Our designs must not make production more complex – and we have to consider this in advance. For example, the new turn signals with daytime running lights were developed on the initiative of our design team. The component is the same on the left and right and is now installed in three model series. So we always have sustainability in mind.
Finally, could you sum up the ComfortClass design for us?
It has a unique style typified by clarity and polished details. The design underscores its quality. It does not need any flashy extras – its appearance has to be to uncluttered and straightforward.
