Daimler AG is opening a design studio in China.

The automaker is also  creating a center of excellence for vehicle interiors.

 "The creation of our own center of excellence for vehicle interiors is a far-reaching change," says Gordon Wagener, Daimler's head of design.

Wagener plans to place a significantly greater emphasis on fashion and luxury than in the past.

"Interiors need to be strengthened strategically because they have become more important and complex," Wagener says.

Daimler has a number of fashion designers on its interdisciplinary design team, Wagener said. The automaker has had an advanced design studio in Como, Italy, near Milan, for years so it could seize upon the latest trends from the fashion center.

Another important step is establishing a design studio in China.

"In the future, that will give us a seismograph for new trends in this growth market," he said. "It's important for a global luxury brand such as Mercedes to let influences from various cultures flow in."