Mercedes-Benz reveals dramatic Vision Iconic concept car
Mon, 13 Oct 2025
- New concept car uses Art Deco inspiration
- New upright grille will be seen on future production cars
- Could preview future S-Class
This is the Mercedes-Benz Vision Iconic, a glamorous, Art Deco-inspired coupe concept mixing design cues from Mercedes' illustrious past with technologies aimed squarely at its electric, autonomous future.
Unveiled in Shanghai, China, the Vision Iconic marks what Mercedes calls the start of a "new iconic era". The brand is reinterpreting what could be its most recognisable design feature – the Mercedes grille – for the digital age. The result is this dramatic, long-bonneted grand tourer that harks back to the 1930s. But it's decidedly modern, with solar energy capture, Level 4 automated driving features, and neuromorphic computing, which mimics the human brain.
2025 Mercedes-Benz Vision Iconic prices and release date
The Mercedes Vision Iconic is just a concept car, so it won't go on sale to the public. However, its ideas are very likely to flow down into production cars, and it could form a substantial inspiration for the next S-Class – don't be surprised if the new flagship bears more than a slight resemblance when it appears in the next couple of years. Could we see the return of the S-Class Coupe, which was discontinued back in 2021?
2025 Mercedes-Benz Vision Iconic styling, interior and technology
This is a deliberately theatrical car, with a vast bonnet and a flowing silhouette that recalls the streamlined elegance of the touring coupes of the 1930s. The rear takes clear inspiration from the 1954 Mercedes 300 SL Gullwing. Merc's chief design office, Gorden Wagener, calls it "a sculpture in motion" and a tribute to the "golden era of automotive design".
The headline feature is the latest evolution of the Iconic Grille, first seen on the new all-electric GLC. The Vision Iconic's version is larger and more upright, and more opulent too, framed in chrome and filled with a smoked-glass lattice, with animated lighting sequences to add extra pizazz. Even the upright three-pointed star on the bonnet glows – something else we could well see on future production models.
The car's deep black paintwork accentuates its sculptural cuves, while slim headlights with a modern three-bar motif nod to the latest Mercedes road cars. The brand says light integration has become central to its design language.
Inside, the minimalist modernism that's been so popular lately is nowhere to be seen, traded for analogue luxury. There's a continuous front bench seat upholstered in rich blue velvet for a lounge-like vibe, enhanced by materials like brass, mother-of-pearl, and silver-gold accents. The floor is finished in intricate straw marquetry – a decorative craft big in the 1920s – while the door panels feature inlaid star patterns.
The dashboard is dominated by a floating glass structure that Mercedes calls the Zeppelin – it's part sculpture, part instrument panel. As the door open, the Zeppelin comes alive with an analogue-style animation inspired by luxury chronograph. Hidden within is a four-clock display, one shaped like the Mercedes logo, which acts as an AI companion for the driver.
2025 Mercedes-Benz Vision Iconic electric motor, performance and range
Mercedes hasn't released any drivetrain details or performance specs, but there are a few bits of tech on the Vision Iconic that could filter down to future production cars. One is a solar paint, which is a wafer-thin photovoltaic coating applied to the car's surface to harvest solar energy. Mercedes says an 11-square-metre area could generate enough power for up to 7500 miles of driving a year.
Underpinning the car's autonomous systems is something called neuromorphic computing – a next-generation processor design that mimics the human brain's neural networks. Mercedes says it could make AI up to ten times faster and 90 per cent more energy-efficient than today's systems, making it ideal for the data-heavy demand of self-driving cars.
The Vision Iconic is also fitted with steer-by-wire tech, replacing the traditional mechanical link between the steering wheel and front wheels. Combined with rear-wheel steering, it should improve agility and manoeuvring, particularly for long vehicles. Mercedes has already confirmed that steer-by-wire will feature in the next-generation S-Class.
Is the Vision Iconic the new Mercedes-Benz S-Class?
Officially, the Vision Iconic is a concept car designed to show off ideas, but there's plenty of speculation that much of what you'll see here will form the basis of the new flagship S-Class, which we're expecting to see in 2028.
Is the Mercedes-Benz Vision Iconic electric?
Yes, the Mercedes-Benz Vision Iconic is a fully electric concept car. Mercedes hasn’t shared battery or performance details, but the show car explores next-generation EV ideas such as photovoltaic “solar paint” that can harvest sunlight to add driving range.
The Vision Iconic is packed with experimental tech. Highlights include Level 4 autonomous driving capability, neuromorphic computing for faster, more efficient AI processing, and steer-by-wire for improved precision and manoeuvrability. They hint at the direction Mercedes is taking with its next generation of luxury EVs.
