has become synonymous with hi- tech, healthy, comfortable, elite-aesthetics. In some ways, green is luxury. In this generation, it' s not students and street activists but global luxury consumers who are showing off their eco- luxury awareness as a status symbol. Luxury and ecological values have become united. Green luxury is the logical step for a premium automotive brand such as Mercedes- Benz in this new age. Mercedes- Benz is aiming to achieve a green leadership through the proposition of luxurious environmentally friendly cars that " Green luxury is the logical step for Mercedes- Benz in this new age"

respond to new aesthetic values and transform sustainability with genuine added functionality; and new car architectures that generate different modes of use, aiming at maximum comfort and embracing a changed idea of status- representation. The F700 Mercedes- Benz research car, presented at the Frankfurt Motor Show in 2007, aimed to respond to this objective. The goal was to combine the classic core competencies of the brand regarding luxury mobility with a vision of a sustainable future. This concept for a luxurious, yet economical sedan shows how large dimensions and good performance can be combined with exceptionally low fuel consumption. Identifying the New Elite When the Advanced Design Studio of Mercedes- Benz Italia designed the interior of this research car, the focus was to direct the car to a New Elite ( the next- generation Mercedes- Benz customer) and consequently to identify how the green luxury would manifest itself. These customers and their idea of luxury are fundamentally important in a world where status and taste will matter more than horsepower and