Exactly 140 years after Carl Benz patented the world’s first automobile, Mercedes-Benz is celebrating a legacy that has continuously shaped the evolution of mobility. From the birth of the automobile in 1886 to today’s intelligent, safe and highly sought-after electric vehicles, the brand’s history is defined by innovation, performance and an unwavering focus on customer experience. This philosophy has created more than engineering milestones—it has built an emotional connection captured in a simple yet powerful feeling: Welcome home.

To honour this historic anniversary, Mercedes-Benz is launching a year-long global celebration beginning on 29 January 2026, the precise date the original patent was filed. The festivities begin at the Mercedes-Benz Museum in Stuttgart with the world premiere of the new S-Class, a flagship model that represents the most significant evolution of the S-Class to date. Blending cutting-edge technology, advanced safety systems, exceptional comfort and elegant design, the new S-Class carries 140 years of pioneering spirit into the future and sets the benchmark for the next generation of luxury vehicles.

Following the world premiere, Mercedes-Benz will embark on its most ambitious brand journey ever: an epic drive across six continents under the banner “140 Years. 140 Places.” Three new S-Class saloons will travel more than 50,000 kilometres, visiting 140 symbolic locations where the brand has left a lasting impact. The route spans Europe, South America, North America, Australia, Asia and Africa, covering legendary roads such as Route 66—celebrating its own 100th anniversary in 2026—as well as major global cities including Buenos Aires, Shanghai and Sydney.

Along the way, the convoy will be joined by classic Mercedes-Benz vehicles, upcoming 2026 models and local fleet cars that showcase the brand’s presence in each region. The journey will culminate in Stuttgart in October 2026, returning to where the story began. Customers, fans and Mercedes-Benz club members are invited to participate through local events, meet-and-greets and exclusive experiences, while global audiences can follow the journey through the Mercedes-Benz Community digital hub and brand channels such as YouTube.

The anniversary year is supported by two major campaigns that connect heritage with modern innovation. A new Mercedes-Benz brand film, unveiled at the S-Class world premiere, sets the emotional tone by celebrating 140 years of pioneering spirit and honouring the invention of individual mobility. It also introduces the brand’s upcoming creative direction, reinforcing the “Welcome home.” philosophy.

In parallel, a social media campaign brings iconic moments from Mercedes-Benz history into the present, highlighting how the same visionary thinking continues in today’s vehicles. Through striking visuals and short videos, the campaign traces a line from legendary models and groundbreaking safety innovations to the current lineup, underlining the brand’s long-standing courage to shape the future.

From spring 2026 onwards, a comprehensive sales campaign will translate Mercedes-Benz innovation into everyday benefits. Built around the brand’s four core pillars—technology, safety, comfort and design—the campaign showcases features such as AIRMATIC intelligent suspension, heated seat belts, ACTIVE Brake Assist and the MB.OS operating system. Hero models include the new S-Class, E-Class, the all-new electric GLC and the award-winning electric CLA, presented across film, social media, print and retail environments.

A specially designed 140-year anniversary logo will appear across all Mercedes-Benz communications throughout 2026. Inspired by the wheel of the world’s first motor vehicle, the emblem symbolises both the brand’s rich heritage and its forward-looking ambition.

The celebration also extends beyond automobiles. Mercedes-Benz has announced a collaboration with adidas to create a limited-edition sneaker inspired by 140 years of innovation. Based on the iconic adidas Samba silhouette, the design incorporates materials and textures influenced by Mercedes-Benz interiors and will be released in three colourways referencing classic models from past decades. Launching in late 2026, the sneaker blends automotive heritage with contemporary lifestyle culture.

The anniversary year coincides with the largest product launch programme in Mercedes-Benz history. Over the next two years, more than 40 new models will be introduced, combining tradition with innovation and setting new standards across all segments. Each model reflects the brand’s enduring promise to build the world’s most desirable cars while supporting sustainable progress and redefining individual mobility for future generations.

After 140 years, Mercedes-Benz continues to look ahead—honouring its origins while shaping what comes next.