A masterpiece for a new iconic era
Mercedes-Benz unveils a new era of automotive design with the Vision Iconic, a show car that marries the brand’s storied heritage with a bold vision for the future. Launched at Shanghai Fashion Week in September 2025, this masterpiece blends cutting-edge technology with timeless elegance, redefining luxury for the electric and digital age. Inspired by the golden era of the 1930s, Vision Iconic is a sculpture in motion, fusing Art Deco aesthetics with innovations like solar paint, neuromorphic computing, and Level 4 automated driving to create a vehicle that’s as breathtaking as it is forward-thinking.
The centerpiece of Vision Iconic is its reimagined chrome grille, a nod to legendary models like the W 108 and 600 Pullman. First introduced on the all-new electric GLC, this grille combines a wide chrome frame, smoked-glass lattice, and contour lighting, radiating a commanding presence. The illuminated standing star on the hood, paired with animated pixel graphics and sleek headlights, elevates the brand’s identity, blending heritage with digital modernity. “This grille expresses both emotion and intelligence,” says Chief Design Officer Gorden Wagener, “making it the ultimate statement of prestige and grace.”
Inside, Vision Iconic redefines luxury with a hyper-analog lounge experience. A spacious bench seat in deep blue velvet fosters relaxation, while a “Zeppelin” floating glass instrument panel merges analog craftsmanship with digital innovation. The pillar-to-pillar screen animates like a high-end chronograph, with a logo-shaped AI companion at its core. Mother-of-pearl inlays and brass door handles evoke Art Deco opulence, while straw marquetry flooring, a revived 17th-century technique, adds historic artistry. This interior transforms driving into a serene, lounge-like journey, perfect for the automated future.
Technological breakthroughs set Vision Iconic apart. Its solar paint—a recyclable, rare-earth-free coating—could generate up to 7,450 miles of EV range annually under ideal conditions, per Mercedes-Benz’s research. Neuromorphic computing, mimicking the human brain, slashes energy use by 90% for AI-driven tasks, enhancing Level 4 automated driving safety and efficiency. Steer-by-wire technology eliminates mechanical steering connections, offering effortless handling and freeing interior design for relaxed seating. These innovations, says CTO Markus Schäfer, “make the mobility of tomorrow a reality today.”
Beyond the car, Vision Iconic inspires a capsule fashion collection of six outfits, debuted at Shanghai Fashion Week. With dark blue hues and silver-gold accents, these pieces echo the car’s luxurious palette and Art Deco flair, blending 1920s craftsmanship with modern fabrics. A dedicated ICONIC DESIGN Book further captures this vision, featuring insights from CEO Ola Källenius and Wagener, alongside imagery of the car’s sculptural lines and another concept, cementing Mercedes-Benz’s place in a “sea of sameness.”
Vision Iconic is more than a vehicle—it’s a testament to creativity and innovation. From its majestic hood to its lounge-like interior, it bridges past and future, offering a glimpse into a world where beauty, technology, and sustainability converge. As Mercedes-Benz charts the course for electric mobility, Vision Iconic stands as a beacon of prestige, redefining what it means to drive iconic.
