LONDON (August 6, 2025) — Few names in the modern collector car world blend utilitarian grit with understated luxury quite like Arcade Cars. Following their standout debut at the 2024 Pebble Beach Concours d’Elegance, the marque returns for Monterey Car Week 2025 with an extraordinary reimagination of a military legend—the Mercedes-Benz Puch 230 GE. This year’s custom build, finished in a striking Pacific blue and trimmed in handcrafted Star Embossed Palomino Leather, brings an unexpected elegance to a vehicle born for the battlefield but refined for a lifestyle of adventure.
Housed in the Arcade Cars exhibition space at Pebble Beach’s prestigious Concours Village, the vehicle serves as a symbol of preservation, performance and personalised luxury. More than a showpiece, it’s a tribute to enduring craftsmanship—set to be handed over to its new owner during the crescendo of Car Week on Concours Sunday.
“The response we received last year was beyond anything we anticipated,” says Arcade co-founder Rishav Kanoria. “People connect deeply with the legacy of the G-Wagen. With this year’s build, we’ve preserved that iconic silhouette and dependability, while seamlessly integrating bespoke details and lifestyle-focused upgrades. It’s a rolling expression of individuality.”
A Rare Origin Story, Reimagined
The Mercedes-Benz Puch 230 GE traces its lineage to a moment of global industrial intrigue: a special request from the Shah of Iran in the 1970s, who sought a robust, go-anywhere vehicle capable of withstanding the varied terrain of his country. Mercedes-Benz partnered with Austrian manufacturer Puch to bring the vision to life. Though the G-Class went on to become an international symbol of opulence and durability, the 230 GE—never officially imported to the United States—remains one of the purest expressions of the model’s utilitarian DNA.
Puch, eventually absorbed into Magna Steyr, continues to manufacture G-Class vehicles from its Graz, Austria facility. Arcade’s donor vehicles, however, come from an arguably more compelling source: Swiss military surplus. Known for their meticulous upkeep, these vehicles offer the ideal foundation for a modern revival without compromise.
The Six-Phase Alchemy of Transformation
Transforming a military workhorse into a bespoke luxury vehicle is no small feat. At Arcade, the process is nothing short of forensic—executed in six meticulous phases that ensure no nut or bolt is overlooked:
- Sourcing and Evaluation: Only the best-preserved Swiss military vehicles are chosen, undergoing rigorous inspection to ensure integrity and viability.
- Sand or Ice Blasting: Years of grime and paint are stripped away to reveal the raw canvas, exposing any corrosion or fatigue.
- Welding and Metal Work: The frame is restored or strengthened as needed, preserving original geometry while modernising key elements.
- Paint: Every surface is coated in high-grade finishes—this year’s build showcasing a Pacific blue hue that contrasts beautifully with the rugged exterior.
- Engine Restoration and Tuning: The original powertrain is reworked for optimal reliability and performance, without sacrificing the model’s classic driving feel.
- Interior Recreation and Modification: The formerly austere cabin is transformed into a sanctuary of tactile luxury, equipped with features tailored to each client’s lifestyle.
The 2025 showcase vehicle embodies this journey. Outfitted with a front recovery winch, gun racks, side steps, brush guard and off-road rally lights, it’s clear that functionality wasn’t lost in the pursuit of aesthetic refinement. Every detail hints at an owner who values both adventure and authenticity.
A New Kind of Collector Vehicle
Arcade Cars occupies a unique space in the restomod movement, bridging a gap between nostalgia and modern necessity. Their builds are not simply show cars—they are intended to be driven, explored, lived with. By retaining the core structure and ethos of the original vehicle while layering it with luxury materials and modern conveniences, Arcade creates machines that resonate with discerning collectors, overlanders, and style-conscious adventurers alike.
The growing interest in these vehicles speaks volumes. At a time when collectors are seeking authenticity over ostentation, and usability over untouchable museum quality, Arcade offers a proposition that feels simultaneously timeless and relevant. Each build is a conversation piece, a personal statement, and a capable companion rolled into one.
As the Pacific blue Puch 230 GE takes its place on the lawns of Pebble Beach this week, it does more than just catch the eye—it sparks curiosity, admiration, and perhaps most importantly, desire. It’s the kind of vehicle that reminds us that history can be celebrated not only by preserving the past but by giving it a new life, one turn of the key at a time.
