Mercedes-Benz has lifted the curtain on its latest show car — the Vision Iconic, a stunning manifesto for the brand’s next chapter of electric luxury and timeless design. Unveiled alongside Shanghai Fashion Week, the Vision Iconic is more than a concept; it’s a rolling sculpture that bridges Mercedes’ storied past with its electrified, AI-driven future.
Reinventing an Icon
At the heart of the Vision Iconic lies the most recognizable feature in Mercedes-Benz history: the radiator grille. Reinterpreted for the electric era, the new “iconic grille” features a wide chrome frame, smoked-glass lattice, and integrated contour lighting. It’s a bold homage to legends like the W108, W111, and the 600 Pullman — now infused with digital flair and a glowing, illuminated star on the hood.
This visual signature, first seen on the all-new electric GLC, represents what Mercedes calls “the face of the brand’s new iconic era.”
“Vision Iconic embodies our vision for the future of mobility… a testament to our commitment to making the mobility of tomorrow a reality today,” says Markus Schäfer, Member of the Board of Management of Mercedes-Benz Group AG and Chief Technology Officer.
Chief Design Officer Gorden Wagener describes the Vision Iconic as “a sculpture in motion” — and it’s easy to see why. Its long hood, flowing Art Deco lines, and exquisite detailing channel the golden era of automotive design while embracing modern digital minimalism.
The deep black, high-gloss paint finish amplifies the car’s sculptural form, while illumination becomes an emotional design tool. Slim, confident headlights and animated light graphics lend the Vision Iconic a futuristic, almost sentient presence.
Step inside, and the Vision Iconic feels more like a lounge than a car. The opulent interior blends hyper-analog craftsmanship with digital sophistication. A floating “Zeppelin” glass instrument panel reveals analog animations inspired by luxury chronographs, while a pillar-to-pillar screen integrates seamlessly into the dashboard.
The front bench seat, upholstered in rich deep-blue velvet, evokes 1930s grandeur, while brass accents and mother-of-pearl trim nod to bespoke yacht interiors. The handcrafted straw marquetry floor, rendered in an Art Deco fan motif, completes this masterpiece of tactile design. At the center of the steering wheel, a floating Mercedes-Benz logo encased in glass glows like a jewel — a literal and figurative emblem of elegance.
Beyond aesthetics, Vision Iconic pushes the boundaries of innovation. Its solar paint—a wafer-thin photovoltaic coating—can generate up to 7,450 miles of additional electric range per year under ideal conditions, all without rare earth materials.
Inside its digital core, neuromorphic computing mimics the human brain to make AI-driven functions more energy-efficient and responsive. Mercedes claims the system could reduce energy consumption for automated driving by up to 90%, setting new benchmarks for sustainability and performance.
The Vision Iconic also previews Level 4 automated driving, transforming commutes into serene journeys. Once on the highway, drivers can recline and let the car take over, while advanced steer-by-wire technology and rear-axle steering deliver precision handling and effortless maneuverability—even on city streets.
When the journey ends, Vision Iconic can park itself autonomously, completing the experience of “arriving refreshed.”
In celebration of the debut, Mercedes-Benz also revealed a Vision Iconic Capsule Collection — six bespoke outfits that mirror the car’s dark blue and silver-gold palette. Blending 1930s Art Deco opulence with futuristic tailoring, the line was showcased during Shanghai Fashion Week, underscoring the design synergy between haute couture and high performance.
To accompany this new design philosophy, Mercedes-Benz has released the ICONIC DESIGN Book, a collector’s volume exploring the brand’s creative evolution. Featuring insights from CEO Ola Källenius and designer Gorden Wagener, it documents how Mercedes is redefining luxury in the electric age — not through speed alone, but through soul, heritage, and unmistakable identity.
