Global celebrations kick off with the world premiere of the new S‑Class, marking 140 years sinceCarl Benz’s patent
“140 PLACES”: Follow the S‑Class on a journey to 140 iconic locations – digital or in person
Two campaigns highlight Mercedes‑Benz values: Technology, safety, comfort, and design
Launch of the Mercedes‑Benz x adidas 140 Years edition sneaker
Stuttgart. Since Carl Benz filed the patent for the first automobile exactly 140 years ago, Mercedes‑Benz has dedicated itself to constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world’s first automobile in 1886 to today’s intelligent, safe and highly-demanded electric vehicles, like the all-new GLC and the award-winning all-new CLA. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes‑Benz does: Welcome home.
In 2026, the inventor of the automobile is sharing its promise with customers and fans around the world through a year‑long series of engaging activities. Everything begins today, 29 January 2026 – a milestone date marking exactly 140 years since the original patent was filed. Blending heritage with what’s next, the celebration launches alongside the world premiere of the new S‑Class at the Mercedes‑Benz Museum in Stuttgart. This new flagship brings the “Welcome home.” feeling to life in its most refined form yet, combining innovation, engineering excellence, safety, comfort and elegant design. As the most significant evolution of an S‑Class generation to date, it carries 140 years of pioneering spirit forward into the world’s most desirable cars of tomorrow. More information on the new S-Class is available at media.mercedes-benz.com.
Mercedes-Benz GLC 400 4MATIC with EQ Technology | energy consumption combined: 18.9 – 14.9 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A)
140 PLACESRight after the new S‑Class world premiere today, Mercedes‑Benz will go on an epic drive across six continents, bringing the anniversary celebration directly to customers and fans. A symbolic 140 places will be visited in this special convoy, and fans, customers and owners’ clubs are encouraged to add their own celebrations throughout the year. The drive is planned to end in Stuttgart in October 2026, where the journey started.
“Our ‘140 PLACES’ journey will see the new S-Class visiting customers and fans all around the world, bringing the Mercedes-Benz heritage to life in every corner we reach. We’re truly looking forward to meeting people in six continents, celebrating together and sharing highlights on our brand channels. We can’t wait to catch up with you along the way.”Christina Schenck, Vice President Digital & Communications and Investor Relations, Mercedes-Benz AG
Three new S-Class Saloons will embark on a global adventure. The journey spans more than 50,000 km across Europe, South America, North America, Australia, Asia, and Africa – visiting countries, cities and communities on every continent where Mercedes‑Benz has left its mark. It is the most ambitious brand journey ever attempted, taking the most advanced brand ambassadors on four wheels to the world. The route covers brand milestones and legendary routes – such as the Route 66, which will celebrate its 100th anniversary in 2026 – to megacities like Buenos Aires, Shanghai and Sydney. Along the way, checkpoint companions will join the new S‑Class: Classic cars, 2026 model premiere models and local fleet vehicles that reflect the current brand presence.
“140 PLACES” will offer memorable in‑person moments for customers, Mercedes‑Benz Club members and fans – from meet‑and‑greets to exclusive stories, showcases and chances to experience the journey up close. The global drive can be followed through the digital hub on the Mercedes‑Benz Community site and other brand channels like mercedes-benz.com, YouTube and Instagram. Fans everywhere can join in with behind‑the‑scenes content, checkpoint stories and regular updates from the road.
Two campaigns: brand emotion meets product excellenceAt today’s world premiere of the new S‑Class a new Mercedes‑Benz brand film sets the emotional tone for the entire anniversary year. The film celebrates 140 years of pioneering spirit, honours the invention of individual mobility and invites the international audience to experience the “Welcome home.” feeling Mercedes‑Benz stands for. With the S‑Class world premiere opening film, the brand gives a first glimpse of its upcoming creative language.
An accompanying social media campaign brings icons from Mercedes‑Benz’s pioneering legacy to life, showing how that same visionary spirit lives on in today’s vehicles. Through captivating images and short videos, the campaign reveals the daring, inventive thinking that has always been part of the brand’s DNA – from legendary vehicles and groundbreaking safety innovations to the current lineup. The message is simple: Mercedes‑Benz has always had the courage to be visionary and shape the future, inspired by the icons that came before.
From spring 2026 onwards, a comprehensive sales campaign shows in an emotional way how Mercedes‑Benz innovations can make everyday life better. Built around the four pillars that have defined the brand from the start – technology, safety, comfort and design – the campaign turns 140 years of engineering excellence into real moments customers can experience every day. From AIRMATIC intelligent suspension, front heated seat belts in the warmth comfort package to ACTIVE Brake Assist and MB. OS: each innovation answers a human need. Hero vehicles include the new S‑Class, E‑Class, the all-new electric GLC and the award-winning electric CLA, brought to life across film, social media, print and retail.
140 Years special anniversary logoA specially designed unique 140 years anniversary logo – inspired by the wheel of the world’s first vehicle, the patent motor car – will appear across all Mercedes‑Benz communications throughout 2026, serving as a key visual to symbolise the rich Mercedes‑Benz heritage and forward-looking ambition.
Mercedes‑Benz x adidas 140 Years Sneaker EditionAt the world premiere of the new S‑Class and the kick-off of the anniversary program, Mercedes‑Benz also announced a new collaboration with adidas. The partnership has created a special 140 Years Sneaker Edition that celebrates the heritage of both brands through a retro-inspired design based on the popular adidas Samba. The limited series combines leather with structured textile inspired by the interior design of Mercedes‑Benz cars. It will be available in three colourways that reference iconic Mercedes‑Benz models from past decades. Launching in late 2026, this special collaboration offers fans of both brands and sneaker enthusiasts worldwide a new contemporary lifestyle item.
From history to the future: innovation is the basis for sustainable progressThe 140th anniversary year continues the biggest product launch programme in the company’s history. Over the next two years, Mercedes‑Benz will launch more than 40 new models that blend tradition with innovation and set new standards across all segments. Every model embodies the brand’s promise: to build the world’s most desirable cars. Today’s Mercedes‑Benz innovations carry heritage into the future – as a brand that understands progress programmatically, focuses on the needs of people and society, and continually redefines individual mobility.
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