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Future models - Mercedes-Benz - Vision - IconicBrutalist Benz show car channels heritageDoes Mercedes-Benz Vision Iconic preview incoming retro-futuristic design language?16 Oct 2025 MERCEDES-BENZ may be bucking the “sameness” trend by moving away from rounded car styling, currently in-vogue with many manufacturers, through channelling its storied past via a new, brutalist show car called the Vision Iconic
Unveiled last week simultaneously in Stuttgart and Shanghai (Fashion Week), the imposing electric vehicle’s throwback appearance is inspired by the brand’s heritage but designed for the future, which Mercedes says is “infused with the latest technologies including solar paint, level four automated driving and neuromorphic computing”.
The latter refers to a computing paradigm that mimics the brain's structure and function to process information more efficiently, especially for tasks like pattern recognition and real-time data analysis.
It uses specialised hardware, like "brain-on-a-chip" designs, that integrate memory and processing units to achieve parallel processing similar to the brain's neural networks to be more energy-efficient than conventional computers and is well-suited for applications like autonomous systems, artificial intelligence, and the Internet of Things.
Front and centre of the show car is its supersize chrome radiator grille reminiscent of Benz models from the 1960s that “reinterprets road presence for the electric and digital age” and flows three decades further into a past with a body shape influenced by the Art Deco movement.
A version of the show car’s grille already graces the latest fully electric Benz GLC and may be a strong indicator of the manufacturer’s design language into the future.
The Vision Iconic's Art Deco-influenced exterior is matched by a “hyper-analogue” luxury interior that gives passengers a “lounge-like feel”.
In what may be an incoming development, Mercedes-Benz has curated an exclusively designed collection of six carefully designed outfits for men and women to translate the essence of the show car into fashion.
Mercedes says the show car represents an evolution that “embodies the freedom to think beyond convention – as a creative impulse that opens new perspectives and builds a bridge between past and future”.
At the unveiling, Mercedes-Benz chief technology officer responsible for development and procurement Markus Schäfer said: “Vision Iconic embodies our vision for the future of mobility.
“With groundbreaking innovations such as neuromorphic computing, steer-by-wire, solar paint, and Level four highly automated driving, along with state-of-the-art technology, we are setting new standards for the electric and digital age.
“This beautiful vehicle is a testament to our commitment to making the mobility of tomorrow a reality today.
"Inspired by the golden era of automotive design of the 1930s, this show car embodies the pure essence of Mercedes-Benz.
“With its 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 with its continuous bench seat and the elegant rear, evoking memories of the legendary 300 SL.
“Our Vision Iconic is more than just an automobile – it is a sculpture in motion, a homage to timeless elegance, and a statement for the future.
“The symbiosis of traditional craftsmanship, state-of-the-art technology, and an unmistakable design language makes it the ultimate expression of value, prestige, and grace: the most beautiful, most prestigious kind of thing.”
Gorden Wagener, chief design officer Mercedes-Benz Group AG said the show car reimagines the iconic grille for a new era.
“The front is defined by the iconic grille. It is a striking, forward-looking homage to the traditional chrome grille, which as a key design element has shaped the face of Mercedes-Benz for over 100 years. The iconic grille draws inspiration from the upright grilles of legendary models such as the W108, W111 and the Mercedes-Benz 600 Pullman,” he explained.
“With its wide chromed frame, a smoked-glass lattice structure and integrated contour lighting the iconic grille merges heritage with digital modernity. It radiates presence, status and a strong sense of Mercedes-Benz identity,” he concluded.  Read more16th of October 2025  Mercedes-Benz set to optimise EV chargingMore efficient, high-voltage EV charging in the pipeline from Mercedes-Benz12th of September 2025  Mercedes design chief calls out Audi, BMW and AIGorden Wagener not convinced by rivals’ interiors, says AI design creates s--t resultsAll future models Alfa Romeo Abarth Audi Aston Martin BMW Bentley Chrysler Chevrolet Dodge Citroen Ferrari DS Ford Fiat FPV Foton Haval Great Wall Honda Holden Hyundai HSV Isuzu Infiniti Jaguar Iveco Kia Jeep Land Rover Lamborghini Maserati Lexus McLaren Mazda MG Mercedes-Benz Mitsubishi Mini Opel Nissan Porsche Peugeot Ram Proton Rolls-Royce Renault Skoda Saab SsangYong Smart Suzuki Subaru Toyota Tesla Volvo VolkswagenMotor industry news GoAutoNews is Australia’s number one automotive industry journal covering the latest news, future and new model releases, market trends, industry personnel movements, and international events. |
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