The Mercedes Vision Iconic concept, a luxury coupe from the new era of iconic design, previews the next-generation S-Class, set to debut in 2028.
From the side, the Mercedes Vision Iconic concept reminds us of the sensational Maybach Exelero, but the radiator grille has a different shape and is perfectly vertical, while the rear remains as sloped yet more rounded.
Revealed at Mercedes’ design center in Shanghai, the Vision Iconic previews the future S-Class generation, also due in 2028.
The concept continues the iconic grille theme that debuted on the new Mercedes GLC EQ at the Munich Motor Show. The Mercedes Vision Iconic features a grille with four chrome-outlined slats and an illuminated contour and three-pointed star. The next-generation S-Class could be the first production Mercedes to feature an illuminated emblem.
Unlike the GLC EQ, the grille’s surface is larger and positioned perfectly upright, whereas the current S-Class has a more inclined front grille.
The nearly vertical front end, reminiscent of the legendary W108, W111, and Mercedes 600 Pullman, contrasts with the sloping, rounded rear, inspired by the iconic Mercedes 300 SL Gullwing.
Mercedes’ Chief Designer Gorden Wagener describes it as:
“Vision Iconic is inspired by the golden era of automotive design of the 1930s. With its seemingly endless hood giving it a majestic presence, sculptural flowing lines, and a touch of Art Deco, it rises to become a true icon of automotive beauty.”
The interior also draws inspiration from the Mercedes 300 SL Gullwing, featuring a continuous bench seat in deep blue velvet, while the dashboard offers a modern interpretation of Mercedes’ new design philosophy with a full-width display.
At the center, one of the four clocks is shaped like the Mercedes logo, serving as an AI companion. Behind the Zeppelin-shaped centerpiece, a decorative surface unfolds into a breathtaking mother-of-pearl inlay, offering both visual depth and artisanal craftsmanship. Intricate mother-of-pearl marquetry also decorates the door panels, surrounding finely crafted silver-gold brass handles, flowing into a radiant star pattern framing the rear seats.
The thin four-spoke steering wheel features a glass sphere in the middle, with the Mercedes logo floating inside.
The vehicle floor is covered in straw marquetry, a luxurious decorative technique dating back to the 17th century and revived in the 1920s. Crafted in a classic fan-shaped Art Deco motif, it brings historical artistry into the modern era.
Using research into artificial neural networks, neuromorphic computing mimics the human brain’s functioning, allowing driver-assistance systems to better recognize traffic signs and lanes, even in poor visibility, and to react up to ten times faster than current systems.
The Mercedes Vision Iconic also introduces new technologies such as steer-by-wire and Level 4 autonomous driving.
The steer-by-wire system eliminates any mechanical connection between the steering wheel and the front wheels, combining this with rear-wheel steering and offers a more spontaneous response.
Level 4 autonomous driving allows for fully relaxed travel without driver intervention. It’s similar to Level 5, with the difference that Level 5 eliminates the steering wheel entirely. Essentially, Level 4 offers 100% autonomous driving, but still lets the driver take control if desired.
With its coupe design, the Mercedes Vision Iconic could signal the return of the S-Class Coupe and Cabriolet. A luxury coupe had been part of Mercedes’ lineup for over 60 years, but production ended in 2021 to focus investments on the new electric luxury range.
However, Mercedes’ new strategy, adopted in October 2020, calls for more small-series models with high profit margins, and a luxury coupe would fit perfectly into this philosophy.
The eighth-generation S-Class will use the dedicated MB.EA electric platform, also used by the new GLC EQ, and which will underpin the future C-Class EQ and E-Class EQ. Meanwhile, the current S-Class with combustion and PHEV powertrains, built on the MRA platform, will receive a major facelift and remain in production for several more years.
Thus, both versions — combustion and electric — will share similar designs and the same name, as Mercedes plans to phase out the EQS name and its model by 2028, when the new electric S-Class debuts.
