When a brand carries 140 years of automotive history, celebration demands something extraordinary. To mark 140 years of innovation, Mercedes-Benz has embarked on an ambitious transcontinental journey with its new S Class, transforming an anniversary into a living, moving story across the globe.
Following its world premiere on January 29, 2026, three new S Class sedans set off on a remarkable expedition. Covering more than 50,000 kilometers across six continents, the convoy will visit 140 carefully selected destinations. Each location symbolizes a chapter in the brand’s legacy, its pioneering spirit, and its enduring global presence.
From Europe to South America
The journey began in Stuttgart, the birthplace of the brand, before crossing through key European countries including Switzerland, France, Spain and Belgium. From there, the story expanded beyond the continent.
Now, the spotlight turns to South America. Cities such as São Paulo, Rio de Janeiro, Buenos Aires and Santiago de Chile form the backdrop for this next chapter. These vibrant metropolises represent cultural energy, architectural ambition and a growing luxury landscape, making them a natural stage for the S Class.
Driving through Brazil, Argentina and Chile, the new S Class is not simply on display. It becomes part of the urban rhythm, the coastal highways and the dramatic mountain roads that define the continent.
A Dialogue Between Past, Present and Future
What makes this journey unique is not just the distance, but the encounters along the way. At each stop, the new S Class is joined by classic Mercedes Benz models, current production vehicles and locally significant cars. Together, they create a rolling exhibition of heritage and progress.
The effect is powerful. A historic model parked beside the latest S Class highlights how far innovation has come while reinforcing a continuous design language and engineering philosophy. It is a reminder that the S Class has long served as a benchmark for technology, safety and comfort in the automotive world.
Community at the Core
Beyond the cars themselves, this global tour is deeply human. Customers, Mercedes Benz Club members and enthusiasts are invited to take part in meet and greets, exclusive presentations and storytelling events. These gatherings create personal connections that go far beyond a traditional launch campaign.
Local communities also shape each stop. Cultural highlights, regional collaborations and spontaneous fan moments become part of the evolving narrative. The journey is not a fixed script, but an open dialogue between brand and audience.
For those following from afar, the experience continues digitally through the Mercedes Benz Community Hub and the brand’s social media channels. New imagery and updates are added continuously, allowing fans worldwide to travel alongside the convoy.
Returning to Where It All Began
After spanning six continents and 140 destinations, the global expedition will conclude in October 2026 back in Stuttgart. It is a symbolic return to the origin of a story that began more than a century ago and continues to evolve.
With this ambitious tour, Mercedes Benz turns an anniversary into a statement. The S Class is not only a flagship sedan, it is a moving ambassador of heritage, innovation and global connection.
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