Mercedes-Benz Vision Iconic Previews Next-Gen S-Class

Mercedes-Benz has taken the wraps off the Vision Iconic, a stunning new luxury coupé concept that combines the glamour of the past with cutting-edge EV and autonomous technology. Unveiled at the brand’s design house in Shanghai, the Vision Iconic gives the world its first glimpse at the design language of the next-generation S-Class, set to debut globally in 2028. The concept isn’t just a styling exercise — it’s a philosophical statement that signals a renewed focus on emotional design and handcrafted luxury in the electric age.

Gorden Wagener, Mercedes’ design chief, describes the Vision Iconic as being “inspired by the golden era of automotive design of the 1930s.” And it shows — the car’s long bonnet, dramatic curves, and flowing proportions evoke art deco influences reminiscent of the 540K Special Roadster and 300SC Coupé, while integrating futuristic detailing.

At the front, the Vision Iconic wears a five-slat version of Mercedes’ illuminated ‘Iconic Grille’, first seen on the new GLC EV. It’s larger, more upright, and pays homage to the classic radiator grilles of early Mercedes models like the 1900 Mercedes 35 PS. Flanking the grille are ultra-slim headlights, linked by a light bar, while an illuminated three-pointed star dominates the nose — a feature expected to debut on production Mercedes models later this decade.

The stance is pure grand tourer — wide and elegant, with minimal overhangs and fluid surfacing. The coupé’s proportions are expected to directly preview the two-door S-Class Coupé and Cabriolet, both of which could return to the lineup after their discontinuation in 2021.

The Vision Iconic is built on Mercedes’ MB.EA platform, the modular architecture underpinning the next-generation S-Class and several upcoming luxury EVs. The production version of the eighth-generation S-Class will be offered as an EV-only model based on this platform, while a facelifted combustion-powered S-Class on the current MRA platform will continue in parallel for a few more years.

Both cars — EV and ICE — will share nearly identical exteriors, marking a shift toward unified design language across Mercedes’ powertrains. This also means the ‘EQS’ nameplate will be retired, with all future models reverting to traditional Mercedes naming conventions. While the company hasn’t detailed the Vision Iconic’s technical specifications, expect the production S-Class EV to pack a dual-motor setup, offering outputs upwards of 600hp and a range exceeding 700km, along with ultra-fast charging capabilities.
Wagener describes the cabin philosophy as “lounge first, driver second,” emphasizing comfort, serenity, and sensory indulgence. Plush materials, flowing ambient lighting, and minimalistic digital surfaces dominate the space. Gone are traditional buttons and clusters — replaced by seamless digital panels that blend with handcrafted trims. The focus is on wellness and relaxation, positioning the Vision Iconic as a sanctuary on wheels for the chauffeur-driven elite and autonomous age. Expect the production S-Class to borrow several of these cues, especially the floating infotainment architecture and immersive ambient light integration, both designed to make technology feel invisible yet intuitive.

Perhaps the most significant revelation from the Vision Iconic is its preview of Level 4 autonomous driving — enabling true hands-off, eyes-off driving in specific conditions.
Mercedes currently offers Level 3 Drive Pilot (eyes-on) in select markets, but this next-gen system takes things a step further. At its core is a new neuromorphic computing system that mimics human neural networks, claimed to perform driving calculations 10 times faster and consume 90% less energy than today’s setups. Also showcased is a steer-by-wire system, already confirmed for the next S-Class. Paired with rear-axle steering, it promises improved agility at low speeds and enhanced stability at high speeds, making the large luxury EV surprisingly nimble in urban settings.

The Vision Iconic isn’t just a preview of the next S-Class — it’s also a love letter to Mercedes’ grand touring heritage. Insiders suggest the car marks the strongest indication yet of a comeback for the S-Class Coupé and Cabriolet, which were axed four years ago as part of the brand’s range simplification strategy. Now, with a focus on low-volume, high-margin halo cars, the two-door flagships could return later this decade, combining classic Mercedes glamour with state-of-the-art EV technology.

The Mercedes-Benz Vision Iconic represents more than a concept — it’s a statement of intent. It fuses the craftsmanship of the past with the intelligence of the future, setting the tone for Mercedes’ next chapter. If the production S-Class captures even half the drama and sophistication of the Vision Iconic, the future of luxury motoring looks both electric and elegant.