100 years of the Mercedes-Benz brand: Tradition, transformation and technological leadership

• One of the most recognisable emblems worldwide: the Mercedes star in a laurel wreath
• Registration of the trademark in August 1926 following the founding of Daimler-Benz AG in June 1926
• For 100 years, Mercedes-Benz has stood for technical excellence, quality, reliability and innovation

100 years ago the brand Mercedes-Benz begins to take shape with its global appeal: what was then Daimler-Benz AG is founded on 28 and 29 June 1926. One milestone is the registration of the trademark on 21 August 1926: the Mercedes star of Daimler-Motoren-Gesellschaft (DMG) encircled in the laurel wreath of Benz & Cie., incorporating the word marks “Mercedes” and “Benz”. Mercedes-Benz vehicles continue to bear this emblem to the present day. It is among the most recognisable and valuable symbols worldwide. 

Traditional lines from Mannheim and Stuttgart

The merger of the two predecessor companies takes effect retrospectively from 1 January 1926. They prepared this step with care, initially in the form of a joint venture starting in 1924. This entity also registers the “Mercedes-Benz” word mark with the patent office on 25 April 1925. In 1926, the traditional lines of the two automobile inventors Carl Benz and Gottlieb Daimler are brought together in the new company. Benz files a patent for the automobile in 1886 – a world premiere. Daimler constructs his four-wheeled motor carriage later that same year. This marks the beginning of 140 years of innovation. 

A new star rises

From the start, the brand excels with technical excellence, quality, reliability and a pronounced culture of innovation. This is underscored by the model offensive in the very year of its founding: the impressive presentation of Mercedes-Benz at the Berlin Motor Show from 29 October to 7 November 1926 causes a sensation. The first joint Mercedes-Benz programme includes world premieres of passenger cars such as the Mercedes-Benz 8/38 PS (W 02) and the 12/55 PS (W 03). 

Tradition of exclusive sportiness

The Model K is also presented in Berlin. Following its successes in touring car racing, it was added to the sales range in April 1927 as a sporting flagship model for particularly discerning customers. A new Mercedes-Benz commercial vehicle range is likewise part of the presentation at the show – including the L 1, L 2 and L 5 trucks for payloads of one to five tonnes, the N 1 and N 2 low-frame chassis and the innovative NJ 5 for bus and truck bodies with an early cab-over design. 

Global appeal

In every era since 1926, the Mercedes-Benz brand has stood for technical excellence, the utmost quality, a distinctive design language and pioneering innovation. Even back then, a clear brand identity emerges, based on engineering expertise, reliability and international alignment. In the 1950s, Mercedes-Benz expands its export activities, becoming increasingly well-known on all continents and shaping the image of modern mobility with iconic vehicles. In the 1960s and 1970s, prestige, comfort and, in particular, safety innovations take centre stage, sharpening the company’s profile as a technological trendsetter. From the 1980s on, new vehicle segments and consistently international brand communication further broaden the brand’s presence. 

Technological and cultural platform

With globalisation, Mercedes-Benz establishes itself as a globally anchored brand which combines luxury, responsibility and engineering excellence. Since the 2000s, intelligent assistance systems, modern design and digital experiences have shaped the brand’s image. Today, Mercedes-Benz combines its historical DNA with future-orientated themes such as electromobility, digitalisation and sustainability, and is evolving into a comprehensive cultural and technological platform. 

Brand with holistic design and styling expertise

Mercedes-Benz has always aspired to go beyond the automobile. Design shapes the identity of the Mercedes-Benz Group and all its brands. A holistic design approach ensures that products and brands are presented cohesively. Together with exclusive partners, Mercedes-Benz extends its design language to selected products in the fields of architecture, lifestyle, and sports – creating brand-defining experiences that go beyond the car itself. The Mercedes-Benz Collection brings the brand to life in everyday situations: high-quality lifestyle products translate the brand’s design, quality, and aesthetic into fashion, accessories, and everyday items. 

Shaper of living environments

Mercedes-Benz Places consistently extends this ambition into the sphere of living spaces. In Dubai, for example, Mercedes-Benz Places | Binghatti City is taking form on a major scale as a “city within a city”, applying the Mercedes-Benz design philosophy and its characteristic sense of comfort, aesthetics and quality to an entire urban district. In its anniversary year 2026, Mercedes-Benz is thus not only defining mobility but also positioning itself as a holistic shaper of modern living environments. The new global “Mercedes-Benz Studios” initiative also reflects this philosophy. Combining interactive brand experiences with integrated sales functionality, this initiative will establish inner-city brand spaces in 18 leading metropolises across four continents in 2026. Each studio will be designed specifically for its location. 

The 2026 anniversary year

2026 marks the largest model offensive in the brand’s history. At the same time, Mercedes-Benz is celebrating 140 years of innovation since the invention of the automobile with a transcontinental journey being made by three new S-Class saloons to 140 destinations worldwide – starting and ending in Stuttgart. 

 Mercedes-Benz media special “140 Years of Innovation”
“140 Places” in the Mercedes-Benz Community

Future builds on heritage

Mercedes-Benz Heritage GmbH preserves and communicates the historical legacy of the Mercedes-Benz brand. As a wholly owned subsidiary of Mercedes-Benz AG, Mercedes-Benz Heritage GmbH is responsible for the collection, care and documentation of classic vehicles, archives and exhibits, making the brand’s history tangible for fans, customers and the general public. In doing so, Mercedes-Benz Heritage GmbH strengthens the authenticity of the brand, anchors its tradition of innovation and design in the present and makes a significant contribution to ushering the unique heritage of Mercedes-Benz into the future – in line with the guiding principle “Heritage Creates Future”.

Further research and multimedia material: mercedes-benz-archive.com/museum

Mercedes-Benz Classic on social media:
https://www.instagram.com/mercedesbenzmuseum
https://www.facebook.com/mercedesbenzmuseum

Mercedes-Benz anniversary year “140 years of innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes-Benz has dedicated itself to constant innovation and to creating the world’s most desirable cars for customers. This ambition has driven every innovation – from the world’s first automobile in 1886 to the biggest product launch programme in the company’s history that is currently underway. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes‑Benz does: Welcome home. 

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans-continental journey to 140 locations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way customers, fans and colleagues will get to join in the celebrations – on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents on our “140 years of innovation | Mercedes‑Benz Media” special and via the Mercedes-Benz Community.