When Carl Benz filed the patent for the first automobile in January 1886, he did more than register a technical breakthrough. He set the world in motion. One hundred and forty years later, Mercedes-Benz returns to that moment not as a brand looking backward, but as one reaffirming a promise it has carried through every decade since: to continually redefine what mobility can be.
The anniversary celebrations begin today, 29 January 2026, in Stuttgart, the birthplace of the automobile and the spiritual home of Mercedes-Benz. Fittingly, the milestone is marked by the world premiere of the new S-Class at the Mercedes-Benz Museum. As the brand’s flagship, the S-Class has always been more than a model line. It is a manifesto on wheels, a showcase for ideas that eventually shape the wider automotive world. In its latest evolution, it becomes the clearest expression yet of the Mercedes-Benz philosophy, blending heritage, innovation and a distinctly human sense of comfort into what the brand describes as the “Welcome home.” feeling.
From the world’s first automobile to today’s intelligent, connected and electrified vehicles, Mercedes-Benz’s story has been one of constant reinvention. That journey continues through a year-long global programme that invites customers, fans and communities to celebrate not only where mobility began, but where it is headed next.
The new S-Class: carrying the spirit of invention forward
The unveiling of the new S-Class sets the tone for the entire anniversary year. Positioned as the most significant evolution of an S-Class generation to date, the new model brings together 140 years of engineering ambition with the demands of a modern, digital and increasingly electric world.
At its core, the S-Class remains a benchmark for technology, safety, comfort and design. Innovations are not presented as abstract technical achievements, but as solutions to real human needs. Advanced driver assistance systems enhance confidence and safety. Intelligent suspension systems such as AIRMATIC refine ride comfort to near imperceptible levels. Digital architecture powered by MB.OS creates a seamless, intuitive relationship between driver, vehicle and environment. Every detail is designed to feel considered, calm and reassuring.
In this way, the S-Class does what it has always done best. It translates progress into everyday experience, turning complex engineering into something effortless and deeply personal. As Mercedes-Benz looks to the future of mobility, the new S-Class stands as both a culmination of what has been learned and a preview of what lies ahead.
140 PLACES: a journey across six continents
Immediately following its world premiere, the new S-Class will embark on one of the most ambitious brand journeys ever undertaken by Mercedes-Benz. Under the banner “140 PLACES”, three new S-Class saloons will travel more than 50,000 kilometres across six continents, visiting 140 symbolic locations that reflect the brand’s global heritage and presence.
The route spans Europe, South America, North America, Australia, Asia and Africa, weaving together legendary roads, iconic cities and places where Mercedes-Benz has played a meaningful role in shaping mobility. From historic routes such as Route 66, which itself celebrates its centenary in 2026, to global megacities like Buenos Aires, Shanghai and Sydney, the journey connects past and present on a truly international scale.
Along the way, the convoy will be joined by a rotating cast of checkpoint companions. Classic Mercedes-Benz vehicles will represent key moments in the brand’s history, while current and future models will highlight its ongoing evolution. Local fleet vehicles will reflect the brand’s contemporary footprint in each region, grounding the journey in real communities and everyday mobility.
The journey is designed as much for people as it is for places. Customers, Mercedes-Benz Club members and fans will be invited to take part through in-person events, meet-and-greets and exclusive experiences. Digitally, the entire journey can be followed through a dedicated hub on the Mercedes-Benz Community platform, supported by regular updates, behind-the-scenes content and storytelling across the brand’s website and social channels.
The drive will conclude in Stuttgart in October 2026, completing a symbolic loop that begins and ends where the automobile itself was born.
Brand emotion meets product excellence
The anniversary year is anchored by two complementary campaigns that together express what Mercedes-Benz stands for. The first is an emotional brand campaign that launches alongside the S-Class world premiere. A new brand film celebrates 140 years of pioneering spirit and the invention of individual mobility, while introducing a refined creative language that will carry through the year. It invites audiences worldwide to reconnect with the sense of belonging and reassurance captured in the phrase “Welcome home.”
Running in parallel is a social media campaign that brings the brand’s pioneering legacy into dialogue with its present and future. Through striking visuals and short films, icons from Mercedes-Benz history are reinterpreted alongside modern vehicles and technologies. The message is clear and consistent. The courage to be visionary has always defined Mercedes-Benz, and that same mindset continues to shape every new model.
From spring 2026, this emotional storytelling is complemented by a comprehensive sales campaign that translates heritage into tangible everyday benefits. Built around the four pillars that have guided the brand since its inception, technology, safety, comfort and design, the campaign shows how innovations improve daily life in practical, human ways. Features such as intelligent suspension, advanced braking assistance, thermal comfort systems and next-generation digital platforms are presented not as specifications, but as experiences.
Hero vehicles across the campaign include the new S-Class, the E-Class, the all-new electric GLC and the award-winning electric CLA. Together, they demonstrate how Mercedes-Benz’s legacy of innovation lives on across segments and powertrains.
A symbol of heritage: the 140 Years anniversary logo
Throughout 2026, a specially designed anniversary logo will serve as a unifying visual element across all Mercedes-Benz communications. Inspired by the wheel of the original patent motor car, the logo connects the brand’s earliest mechanical expression with its forward-looking ambition. It is a subtle reminder that progress, for Mercedes-Benz, is always rooted in where it began.
Mercedes-Benz x adidas: heritage meets lifestyle
The anniversary celebrations extend beyond the vehicle itself into contemporary culture. At the S-Class world premiere, Mercedes-Benz announced a new collaboration with adidas, resulting in a limited-edition “140 Years” sneaker.
Based on the iconic adidas Samba, the design draws inspiration from Mercedes-Benz interior craftsmanship. Premium leather is combined with structured textiles reminiscent of automotive upholstery, while three distinct colourways reference classic Mercedes-Benz models from different eras. Launching in late 2026, the sneaker represents a meeting of two brands that share a commitment to quality, heritage and timeless design. It offers fans and collectors a wearable expression of automotive history reimagined for modern life.
From history to the future
The 140th anniversary year unfolds against the backdrop of the most extensive product launch programme in Mercedes-Benz’s history. Over the next two years, more than 40 new models will be introduced across all segments, each blending tradition with innovation and advancing the brand’s vision of sustainable, desirable mobility.
For Mercedes-Benz, innovation has never been an end in itself. It is a means of creating progress that serves people and society, responding to changing needs while maintaining a clear sense of identity. From the first automobile to today’s electric and intelligent vehicles, that philosophy has remained remarkably consistent.
As the anniversary celebrations begin, the message is both confident and inviting. One hundred and forty years on, Mercedes-Benz continues to shape the future of mobility, guided by the same pioneering spirit that started it all. And in doing so, it continues to create something that goes beyond engineering alone. A feeling. A sense of arrival. Welcome home.
