When the curtain lifted at Shanghai Fashion Week, the room did not just illuminate, it shimmered. The Vision Iconic stood beneath the lights, commanding silence. Even among an audience accustomed to spectacle, this reveal felt momentous. The car appeared less like a prototype and more like a sculpture that had finally found the courage to move.
Die Vision Iconic Capsule Collection: präsentiert zur Weltpremiere des Vision Iconic in Shanghai 2025.
The Vision Iconic Capsule Collection: presented at the world premiere of the Vision Iconic in Shanghai 2025.
With its striking chrome grille and upright star glowing softly above, the Vision Iconic is both an homage to Mercedes-Benz heritage and a vision of what the brand calls its “New Iconic Era.” The grille’s wide chromed frame and smoked-glass lattice reference the stately W 108 and the legendary 600 Pullman, while its subtle illumination signals a digital age of sophistication and restraint.
Chefdesigner Gorden Wagener bei der Weltpremiere des Vision Iconic Shanghai 2025.
Chief Design Officer Gorden Wagener at the world premiere of the Vision Iconic Shanghai 2025.
Inside, the Vision Iconic trades the word “interior” for “atelier.” Open the door and the car comes to life through a cinematic, fully analogue animation inspired by high-end chronographs. A floating glass “Zeppelin” anchors the dashboard, its transparent form revealing instruments that appear handcrafted rather than manufactured. The continuous bench seat, upholstered in deep blue velvet, transforms the notion of driving into an act of calm. Beneath, a floor of straw marquetry glows softly, marrying Art Deco craftsmanship with modern precision.
Chefdesigner Gorden Wagener bei der Weltpremiere des Vision Iconic Shanghai 2025.
Chief Design Officer Gorden Wagener at the world premiere of the Vision Iconic Shanghai 2025.
As models walked in the accompanying capsule collection—six pieces in dark blue and silver-gold—the Vision Iconic shimmered beside them as if the two had been designed in tandem. It was more than a product reveal. It was performance art.
“This is a sculpture in motion,” said Gorden Wagener, Chief Design Officer at Mercedes-Benz, his voice carrying the calm assurance of someone unveiling a masterpiece. “It is not just the future of mobility. It is a love letter to beauty.”
For Mercedes-Benz, the Vision Iconic represents more than engineering excellence. It is a return to the belief that technology should serve design, not dominate it. The illuminated star on the bonnet glows like a promise: that progress, when done properly, can still be breathtaking.
