Mercedes-Benz Vision Iconic: the new era of iconic design

Mercedes-Benz Vision Iconic redefines luxury with a digital grille, Art Deco interior, and solar technology, bridging heritage and innovation in the electric age.

Mercedes-Benz unveiled the Vision Iconic, a show car where the brand’s past and future meet along a shared design line. Debuting in Shanghai, it marked the beginning of a new “iconic” era for the marque, blending heritage and innovation. At its core lies a reimagined radiator grille, transformed into a digital emblem for the modern age. With its chromed frame, glass lattice, and illuminated star, it evokes presence while echoing classics like the Mercedes-Benz 600 Pullman.

The Vision Iconic serves as a platform for the company’s most forward-looking technologies. Among them are Solar Paint, neuromorphic computing, steer-by-wire, and highly automated Level 4 driving. According to Mercedes-Benz, the photovoltaic coating achieves 20 % efficiency and can generate enough energy for up to 12,000 km of driving per year under ideal conditions. It contains no silicon or rare earth elements and is fully recyclable, aligning with the brand’s sustainability ambitions.

Mercedes-Benz is pursuing neuromorphic computing research with academic and industrial partners such as the University of Waterloo. These systems mimic the human brain’s structure and can reduce the energy consumption of vehicle data processing by up to 90 %. The goal is faster, safer perception and reaction in autonomous driving, especially under low-visibility conditions.

Visually, the Vision Iconic draws inspiration from Art Deco aesthetics. Inside, the car offers hyper-analogue luxury: a floating glass “Zeppelin” panel, mechanical clock animations, mother-of-pearl marquetry, and a straw-patterned floor that bridges history and craftsmanship. Deep blue velvet bench seats and sculptural contours recall the grand Mercedes-Benz coupés of the 1930s. To complement the design, the brand launched a capsule fashion collection of six looks, mirroring the car’s colors and materials through 1920s and 1930s motifs.

The project also inspired the ICONIC DESIGN Book, produced by the Mercedes-Benz Design team. The publication outlines the philosophy of the brand’s “New Iconic Era,” where uniqueness emerges not only from the grille but from heritage, knowledge, and craft. Interviews with CEO Ola Kaellenius and Chief Design Officer Gorden Wagener shed light on the interplay of technology and emotion in design. Vision Iconic, rather than previewing a production model, acts as a design manifesto — a glimpse into Mercedes-Benz’s creative and technological direction.

Ultimately, the Vision Iconic represents more than form. It reflects a contemplation of how energy, intelligence, and beauty can coexist in motion — reaffirming Mercedes-Benz’s commitment to evolving its legacy for the digital and electric era.