Mercedes-Benz Vision Iconic: A New Era of Design Unveiled
Mercedes-Benz enters a new era of iconic design with Vision Iconic, a show car that invites creative thinking beyond convention and bridges the past and future. The car pairs an opulent yet timeless presence with a central statement piece: a fresh interpretation of one of the most recognisable elements in automotive history —the Mercedes-Benz radiator grille. This iconic grille, first introduced with the all-new electric GLC, blends emotion and intelligence to help the brand stand out in a sea of sameness. The design narrative places Mercedes-Benz heritage at the heart of an electric, digital future.
“Vision Iconic embodies our vision for the future of mobility. With groundbreaking innovations such as neuromorphic computing, steer-by-wire, solar paint, and Level 4 highly automated driving, along with state-of-the-art technology, we are setting new standards for the electric and digital age. This beautiful vehicle is a testament to our commitment to making the mobility of tomorrow a reality today." Markus Schäfer, Member of the Board of Management of Mercedes-Benz Group AG, Chief Technology Officer, Development & Procurement
“Inspired by the golden era of automotive design of the 1930s, this show car embodies the pure essence of Mercedes-Benz. With its seemingly hooded design, sculptural, flowing lines, and a touch of Art Deco, it rises to become a true icon of automotive beauty. The interior, with its continuous bench seat and the elegant rear, evokes memories of the legendary 300 SL. Our Vision Iconic is more than just an automobile – it is a sculpture in motion, a homage to timeless elegance, and a statement for the future. The symbiosis of traditional craftsmanship, state-of-the-art technology, and an unmistakable design language makes it the ultimate expression of value, prestige, and grace: the most beautiful, most prestigious kind of thing.” Gorden Wagener, Chief Design Officer Mercedes-Benz Group AG
The front showcases the iconic grille as a forward-looking homage to the traditional chrome grille that has defined the face of Mercedes-Benz for over a century. Drawing inspiration from upright grilles on legends such as the W 108, W 111 and the 600 Pullman, it features a wide chromed frame, a smoked-glass lattice and integrated contour lighting, merging heritage with digital modernity. It projects presence, status and unmistakable brand identity. First seen on the electric GLC in September 2025, this new face evolves on Vision Iconic, featuring an illuminated upright star on the bonnet that reinforces the Mercedes-Benz design language for the electric luxury car segment.
Vision Iconic advances the brand’s elevated style by refining the bold, upright grille into a digital status front and integrating a brightly illuminated bonnet star. Animated lighting scenarios across the grille and chrome elements show how light can heighten the emotional appeal of digital design. Slim, confident headlights with the latest lighting technology complement the distinctive front, while a deep black high-gloss paint finish emphasises the sculptural exterior of this electric show car.
Inside, automated driving reshapes how occupants experience travel. Vision Iconic previews lounge-like comfort and a new blend of hyper-analogue and digital luxury that supports effortless, stress-free journeys. The interior redefines elegance with an Art Deco-inspired composition, fine craftsmanship and exclusive materials that signal modern Mercedes-Benz luxury.
A floating glass structure called the “Zeppelin” forms the centrepiece of the instrument panel, revealing artful detailing and a refined interplay of analogue and digital instruments. When the door opens, the instrument cluster springs to life with a cinematic analogue animation inspired by high-end chronographs. A pillar-to-pillar screen integrates technology seamlessly, and at the centre, one of the four clocks uses the brand logo as an AI companion for driver and passenger.
Behind the Zeppelin, a generous decorative surface flows into a mother-of-pearl-look inlay with striking depth and artisanal finesse. The door panels feature intricate mother-of-pearl marquetry that frames polished brass door handles in silver-gold tones, then transitions into a radiant star pattern around the rear seat. Driver and passenger share a spacious front bench in deep blue velvet, encouraging shared relaxation and a genuinely luxurious experience suited to premium electric cars.
In front of the driver, a four-spoke steering wheel underscores sporty elegance. The Mercedes-Benz logo appears to float inside a glass sphere, clasped like a jewel. The floor features elaborate straw marquetry, a decorative technique dating to the 17th century and revived in the 1920s. Rendered in a fan-shaped Art Deco motif, this handcrafted finish brings historic artistry into the modern era and underscores the brand’s design heritage.
Mercedes-Benz is researching an innovative solar coating that applies like a wafer-thin paste to the bodywork of electric vehicles. The photovoltaic surface adapts to different substrates, so when applied to the entire Vision Iconic, it could harvest an extra range of sunlight depending on geography and local conditions. For example, an area of 11 square metres, equivalent to a mid-size SUV’s surface, could produce energy for up to 12,000 kilometres a year under ideal conditions. The coating uses no rare earths or silicon and remains easy to recycle. With 20 per cent efficiency, the solar cells generate energy continuously, even when the vehicle is switched off, supporting sustainable electric mobility.
Neuromorphic computing promises significant gains in energy efficiency and latency for autonomous driving. As future models add more functions, including higher levels of automated driving, efficiency becomes critical. By exploring artificial neural networks and new architectures with research and industry partners, Mercedes-Benz aims to mimic how the human brain processes information. This approach could make AI calculations much more efficient. Safety systems could recognise traffic signs, lanes and other road users more reliably, then react faster in poor visibility, while operating up to ten times more efficiently than current systems. Neuromorphic computing could cut energy needs for autonomous data processing by up to 90 per cent compared with today’s solutions.
Mercedes-Benz continues to lead in assisted and automated driving. Vision Iconic comes with a safety-led approach that enhances Level 2 point-to-point urban capabilities as standard. The system manages complex city traffic with cooperative steering and acceleration, helping the driver navigate the world’s busiest streets. The logical next step towards conditionally automated driving would be to prepare a car like the Vision Iconic for Level 4 highly automated capability. After entering the motorway and activating Level 4, the driver could relax completely, stream the latest video with immersive sound and ambient light, or even take a nap, turning the car into a luxurious lounge.
On arrival, the driver steps out while the car handles the rest. Highly automated parking uses sophisticated sensors to save time, as no driver input is required. Without reliance on external infrastructure, the Level 4 parking function suits almost all parking scenarios, adding real-world convenience to premium autonomous driving.
Steer-by-wire delivers a fresh steering feel and maximum safety for an unparalleled customer experience. In concert with rear-axle steering on a long car like Vision Iconic, it sharpens handling and makes manoeuvring and parking easier. By reducing effort and removing the need to re-grip the wheel at low speeds, steer-by-wire improves precision. The system eliminates a mechanical link between the steering wheel and front wheels, instead transmitting inputs electrically through control units and actuators for a modern, responsive drive.
This technology also unlocks greater interior flexibility. Combined with future conditionally and highly automated systems such as advanced driver assistance, the driver can adopt a more relaxed position—for example, on the spacious, sumptuously upholstered bench seat in Vision Iconic—enhancing comfort in a luxury electric vehicle.
Alongside the show car, Mercedes-Benz presents the Vision Iconic capsule collection of six carefully designed outfits for men and women. Dark blue nuances and silver-gold accents echo the car’s colour scheme and play with the interior's graphic elements. The collection channels Art Deco by uniting the lavish luxury of the 1920s and 1930s with fine craftsmanship and exquisite materials. Each piece celebrates meticulous detailing and distinct fabric choices that define this iconic period. The capsule also pays homage to Shanghai Fashion Week, coinciding with the world premiere of Vision Iconic and underlining the brand’s fashion and design credentials.
Mercedes-Benz distils its approach in the ICONIC DESIGN Book, developed by the in-house design team and inspired by the brand’s heritage. The book opens a gateway to the “New Iconic Era” at Mercedes-Benz, showing how the marque stands out in a sea of sameness. It makes clear that uniqueness lies not only in the new iconic grille but also in the knowledge and craftsmanship that come with a rich heritage only Mercedes-Benz possesses. Featuring exclusive interviews with CEO Ola Kaellenius and Chief Design Officer Gorden Wagener, plus striking imagery and a preview of another show car, the book reinforces the brand’s leadership in automotive design, electric innovation and luxury craftsmanship.
