Mercedes-Benz celebrates 100 years of brand history with record model offensive and global expansion
Mercedes-Benz marks 100 years of its iconic brand, starting a record model offensive and opening brand studios worldwide in 2026.
100 years
140 years since first automobile
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What Happened
Mercedes-Benz began its brand identity 100 years ago with the merger of Daimler-Motoren-Gesellschaft and Benz & Cie. into Daimler-Benz AG on June 28 and 29, 1926. The iconic three-pointed star in a laurel wreath was registered as a trademark on August 21, 1926, and has adorned vehicles ever since.
Founding of Daimler-Benz AG, merging Daimler and Benz.
Registration of the Mercedes star in a laurel wreath trademark.
First joint model presentation at Berlin Motor Show, including passenger cars and trucks.
Model K added as a sporting flagship model after racing success.
In its anniversary year 2026, Mercedes-Benz is launching the largest model offensive in its history, alongside a transcontinental journey of three new S-Class saloons to 140 destinations worldwide. The brand is also opening 18 Mercedes-Benz Studios in major cities across four continents, combining interactive brand experiences with sales functions.
- Record model offensive in 2026
- Transcontinental S-Class journey to 140 destinations
- 18 Mercedes-Benz Studios opening in leading metropolises
- Global 'Mercedes-Benz Studios' initiative for brand experience
Why this matters
The anniversary underscores Mercedes-Benz's evolution from a historic automaker to a holistic lifestyle brand, tying its heritage to future themes like electromobility and digitalization.
Terms in This Story
- Laurel wreath
- A circular wreath made of laurel leaves, symbolizing victory and honor, used in the Mercedes-Benz logo.
- Cab-over design
- A truck layout where the driver cabin is positioned over the engine, allowing for a shorter vehicle length.
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