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.
In 2026, Mercedes-Benz is sharing its promise with customers and fans around the world through a year-long series of engaging activities. It all started late last month with a milestone date – January 29 – marking exactly 140 years since the original patent was filed. Blending heritage with what’s next, the celebration launched alongside the world premiere of the new S-Class at the Mercedes-Benz Museum in Stuttgart, Germany. Mercedes-Benz says the latest S-Class carries 140 years of pioneering spirit forward into the world’s most desirable cars of tomorrow.
Right after the new S-Class world premiere, Mercedes-Benz began 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,” vice president Digital & Communications and Investor Relations, Mercedes-Benz AG, Christina Schenck, said.
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.
At the world premiere of the new S-Class a new Mercedes-Benz brand film set the emotional tone for the entire anniversary year. The film celebrates 140 years of pioneering spirit, honours the invention of individual mobility.
An accompanying social media campaign will bring icons from Mercedes-Benz’s pioneering legacy to life, showing how that same visionary spirit lives on in today's vehicles.
A 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.
The German car manufacturer also announced a partnership with Adidas. The collaboration has created a special sneaker edition celebrating 140 years of innovation capturing the heritage of both brands through a retro-inspired design based on the popular Adidas Samba model.