Mercedes-Benz represents pure luxury in the minds of most consumer. Increasingly, environmental sustainability is becoming a larger component of the brand’s reputation for excellence in engineering, performance, and styling. Laying the groundwork for a greener future, the brand worked hard to reduce emissions in parts of its fleet in 2012. As the brand’s recent innovations indicate, BlueTEC and hybrid engines will be playing an important role in future generations of cars. Tapping into the growing market for electric engines in high-performance cars, Mercedes-Benz launched the SLS AMG Electric DRIVE at the 2013 Geneva Motor Show, and will launch “Electric Drive” for its B-Class model in the US next year. Continuing to respond to a market that is quickly shifting in favor of green technologies, its BlueEFFICIENCY line offers improved gas mileage and reduced CO2 emissions. Boosting fuel economy through small but significant design tweaks, the luxury automaker aims to reduce CO2 emissions to an average of 125g/km by 2016. On the whole, customers have noticed the brand’s leap forward in the sustainability arena. Garnering attention with its 2012 “invisible car” stunt, the brand made its zero emissions ambition known to the world when it put LEDs on the sides of its hydrogen-powered F-Cell concept vehicle, making it appear almost invisible, and sent it on a tour across four continents. Though the German automaker may find it challenging to reconcile a demand for high-powered cars for the luxury segment like SUVs and sporty cars with sustainability expectations, so far Mercedes-Benz is integrating its trademark efficiency with first-class design to create luxury cars for a new era.