Mercedes-Benz starts global S-Class journey for 140th anniversary

Mercedes-Benz has launched the “140 Years. 140 Places” journey as three new S-Class sedans travel 50,000 km across six continents. Follow the route.

Mercedes-Benz is marking its 140th anniversary with a global initiative that goes well beyond a conventional commemorative campaign. Shortly after the world premiere of the new S-Class on January 29, 2026, three flagship sedans set out on a journey covering more than 50,000 kilometres. The route spans six continents and includes 140 symbolic locations — one for each year in the company’s history.

The project, titled “140 Years. 140 Places”, is conceived as a moving chronicle of the brand. It is not merely a showcase for a new model, but a structured reminder of the company’s key milestones. Among the highlighted destinations are Route 66 in the United States, as well as the megacities of Buenos Aires, Shanghai and Sydney. The geography underlines the scale of Mercedes-Benz’s global presence and its long-standing ties to diverse markets.

At selected stages, the three new S-Class vehicles are joined by classic cars, current production models and local fleet vehicles. This format creates a visible dialogue between heritage and contemporary technology. One confirmed example took place in Nice, where the new S-Class led a convoy of more than 200 vehicles assembled by members of the brand’s community.

The journey is scheduled to conclude in Stuttgart in October 2026 — the city where the company’s story began. In this sense, the route forms a symbolic circle, linking the brand’s origins with its worldwide footprint and returning to its roots.

The choice of the S-Class as the central figure of the initiative is deliberate. The updated model is described as the most comprehensive revision within the current generation, with more than 50 percent of its components newly developed or significantly re-engineered, amounting to roughly 2,700 new or revised parts. Key elements include the digital MB.OS architecture and expanded personalization options within the MANUFAKTUR program, positioning the flagship as a bearer of the brand’s technological direction.

According to Christina Schenck, Vice President Digital & Communications and Investor Relations at Mercedes-Benz AG, the aim is to meet customers and fans across six continents and to share highlights of the journey through the company’s own communication channels. The route can be followed via the Mercedes-Benz Community digital hub and the brand’s official online platforms, where updates from checkpoints and behind-the-scenes content are published.

In this way, the anniversary tour unfolds as both a physical expedition and a digitally connected project, bringing together the brand’s history, its current technologies and its global community.