In one of the opening speeches leading up to the unveiling of the Vision Iconic, taking place in Shanghai, Ma Yansong, head of MAD Architects said: „When old and new becomes intertwined, then you achieve a feeling of eternity.“ A few minutes later, Gorden Wagener, Chief Design Officer of the Mercedes Benz Group drew back the vibrant red cloth covering the show car, unveiling an automotive that perfectly encapsulated the eternity that Ma spoke of. The Vision iconic is both familiar and surprising, innovative and an instant classic.

Taking the proportions of the 1930 Autobahn Courier, it materializes as a homage to the Art Deco movement and celebrates Mercedes now almost hundred year old heritage. The front of the Vision Iconic shows a reinterpretation of the iconic Mercedes Benz chrome grille, supplemented with an additional, upright-standing illuminated star on the hood. The rear, with its narrow tail lights and rounded shape is reminiscent of 300 SL Gullwing. Instead of the screen-heavy interior we are used to from new car designs, the Vision Iconic takes a step back and instead chooses the combined power of digital and analogue. A dual seating bench dressed in blue velvet is facing an oblong glass console, endearingly coined „The Zeppelin“. There is nothing overtly digital which could pose as a disruption to the classic, almost lounge like atmosphere. New-age technology, including AI-assistance is seamlessly integrated into the interior.

The design of the Vision Iconic is clearly one that respects the brands heritage, and it shows that this act of looking back is no reason for a lack of innovation; quite on the contrary. Mercedes Benz as a brand is so successful and keeps on pushing what is possible, because it respects its own past. In Gorden Wagners words:

The Vision Iconic exemplifies the sensual and functional purity that is so essential to the identity of Mercedes. It’s not made to be an object, but built to forge an emotional connection. It’s not just a car, but the proposition of a „third place“. One could say: It’s the place that connects all places.

This entire world premiere was more than „just a car unveiling“. It was a celebration of the brand and its closest collaborators, a celebration of design and new challenges and a celebration of Shanghai as an exemplary place of the future. Taking place during the closing days of Shanghai fashion week, it also build bridges between unlikely disciplines. A Capsule-Collection was presented as a lead up to the Vision iconic reveal, capturing the visual language and detail-driven essence of the art-deco era. A mandarin collar inspired Mens blouse further payed homage to the city of Shanghai and the collaboration of continents that is so essential for the Mercedes brand.

The design of the Vision Iconic points towards a future in which we can hopefully find a balance between analogue and digital. A future in which the wide spectrum of human creation, from craftsmanship, technology and AI, can come together, beautifully, balanced and seamlessly, to lead the way. The term Mobility after all should not only be understood in a literal way. Mobility and the innovation that shapes it also address the overall direction that humanity is heading towards. Mobility is future-making, Mobility is human. Automobiles are human.

Who sits inside? Who drives? Where are they going? How do they see the world? It’s not necessarily the everyday-man that comes to mind as an answer to these questions – and yet it is. Our future sits inside. It’s a vision of luxury, of glamour and a celebration of modernity and global collaboration. Showcars show the extreme of what’s possible, of what’s imaginable, of what can be true. In an era of „Obvious AI“ and a tendency for the hyper digital, the strong voice of the analogue components make a clear statement on how we should approach our life. We should dream and imagine while knowing our past. We should be visionary. And what is more visionary than something that is made to be eternal?