The electric series by Mercedes EQ has had a few struggles finding its public. To find a new dynamic, the brand has created partnerships with quite a few trendsetters. These people may not have a direct link to the automobile industry, but as a group, they gather frequently to rethink contemporary mobility. Known for his track ‘Benz I Know’, German rapper Kelvyn Colt has just entered the collective to broaden Mercedes’ influence. Born in Berlin, and with a few years spent in London, the artist now spends the majority of his time in Paris. His approach combines music, cars, as well as a fashion brand. From The Weekend to Virgil Abloh, Mercedes continues to explore the artistic field to find a new audience, often more interested in design and environmental issues than performance. With this initiative, Mercedes provides a brand vision that is completely in tune with its time.