Did Mercedes Just Reveal Its Look for the Next Decade?

Stuttgart could be reviving Art Deco styling for its next-generation of automobiles and the new S-Class may be the first to receive it.

Front corner of a black luxury car showing illuminated vertical grille and distinctive LED headlight.

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By Chris Chin

Published October 14, 2025

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Updated October 15, 2025

If you were wondering what the next-generation of Mercedes-Benzes were going to look like, look no further. The Stuttgart-based automaker just revealed its new Vision Iconic Concept.

It’s a design study that essentially provides a glimpse into the automaker’s visual themes and language for future models. But more so, the concept also potentially hints at some aesthetic cues that could find their way onto the next-generation S-Class sedan.

Glossy black Mercedes-Benz luxury coupe with illuminated grille and sleek aerodynamic design in a minimalist studio. — The Vision Iconic Concept previews Mercedes’ new styling direction for its next-gen vehicles.

Although the Vision Iconic specifically likely isn’t meant for production, there’s a very high chance that the concept’s key design elements will heavily influence the overall appearance of Mercedes-Benz passenger cars in the next couple of decades.

The big grille and hood ornament aren’t going anywhere

Glossy black Mercedes-Benz concept car with illuminated front grille and sleek headlights in a studio setting. — No big, opulent Mercedes-Benz is complete without a prominent grille and hood ornament.

With so much happening in the automotive world, it’s certainly hard to keep track of all the changes. But one thing you can bet on staying consistent is Mercedes-Benz’s prominent grille and pronounced hood ornament. Especially for its flagship models.

Sleek black futuristic coupe car with smooth curves, large black wheels, and purple accent lights. — The rear profile of the Vision Iconic is heavily reminiscent of the W198 300SL Gullwing.

What’s different this time around is the shape and appearance of said grille. On the Vision Iconic, it’s heavily inspired by the more upright and squared unit from the original W108/W109 series models — or the spiritual predecessor to the S-Class from the 1960s — the W111 before it and the iconic W100 600 Pullman

Dark gray vintage Mercedes-Benz sedan driving on a road with autumn trees in the background.

From then on, it goes very steampunk-ish with elements that hark back to the Art Deco days.

The upright grille and front fascia give way to a high-riding, straight and wide shoulder line and low-slung roof. It’s all very reminiscent of the original W198 300SL Gullwing, especially with the sloping fastback roofline.

Sleek black luxury coupe with tinted windows and large black alloy wheels on a reflective floor. — The next-gen S-Class could be one of the first cars to utilize styling cues from the Vision Iconic Concept.

But rather than being ostentatious and gaudy, the Vision Iconic still embodies Mercedes’ long-running theme of understated elegance.

Lighting the path forward

Front view of a sleek black Mercedes-Benz car with illuminated grille and headlights in a gradient light setting. — Mercedes-Benz says the new design represents the automaker’s new blended approach, offering both ICE- and electrified vehicles.

In addition to the bespoke and eye-catching styling, the Vision Iconic also sports photovoltaic paint. Yes, you read that correctly. Meaning, this puppy is powered (partially) by the sun.

One of the cornerstones of Mercedes-Benz is technological innovation. In the case of the Vision Iconic, the concept features up to 11 square meters worth of high-efficiency photovoltaic solar modules integrated into the paint and body panels. Or, as Mercedes says, is enough to equal the surface area of an average midsize SUV.

Dark gray sleek car with solar coating layers highlighted above, showing photovoltaic paint generating electrical energy. — Mercedes-Benz hopes to take advantage of one of the most abundant energy sources in our universe: the sun.

As a result, the Vision Iconic can recharge its main-drive battery pack from simply sitting in the sun. And according to its engineers, the whole system can provide enough electricity to propel the car for distances up to 12,000 kilometers, or a little less than 7,500 miles, per year.

Black luxury car with large grille on red stage with six models and a man in white suit in front of a building. — The Vision Iconic Concept debuted in China, one of Mercedes-Benz’s biggest markets.

Another technological feature Mercedes-Benz is introducing on the Vision Iconic is the automaker’s first use of steer-by-wire. Developed by Bosch, the system essentially eliminates any physical connection between the steering wheel and the rack.

Diagram showing a car's steer-by-wire system with a 170° silver steering wheel and a 360° black steering wheel, highlighting improved steering response and safety. — The Vision Iconic also previews the company’s potential use of steer-by-wire.

Instead, like a joystick for a computer game, the steering wheel is electronically hooked up to a servo motor that changes the angle of the steering.

A simply elegant interior in a digital age

Futuristic car interior with transparent blue seats, steering wheel, and a glowing cylindrical dashboard display. — Although futuristic, in a steampunk sort of way, there’s no distracting screens inside the Vision Iconic Concept.

These days, it’s easy to be turned off by how digital vehicle interiors have gotten. With nothing but screens and confusing touch-sensitive buttons, it’s all resulted in a countermovement back to simplicity.

And the Vision Iconic represents this back-to-basic approach in spades.

Futuristic car interior with blue velvet seats, a transparent steering wheel, and illuminated dashboard accents. — Rich in appointments and pretty on the eyes, the Vision Iconic’s interior also sets the stage for future models.

The first thing one notices with the Vision Iconic’s interior is the absolute lack of any huge digital screens.

Instead, you get a nice, big steering wheel, some analogue gauges, and perhaps a few touch-sensitive controls on the center console. But it’s nothing like any other car today, including some of Mercedes’ current screen-laden vehicles.

A potential return to Mercedes’ glory days of big, opulent coupes

Glossy black Mercedes-Benz car rear with slim red taillights and curved rear window in a studio. — The Vision Iconic could hint at a potential revival of the S-Class coupe.

While the Vision Iconic provides a general glimpse into Benz’s future styling, it could also be a preview of some other things to come.

For instance, Mercedes discontinued its iconic S-Class coupe after reviving it for a generation. A long staple of the brand’s model range, the Three-Point Star is one of the few automakers that springs to mind whenever anyone thinks of big, stately, and luxurious two-doors.

Black vintage Mercedes-Benz 560 SEC coupe with beige interior on a dark floor and black background. — Big, luxurious coupes have been a staple of the Mercedes-Benz brand, with the C126 SEC from the 1980s being one of the most iconic.

It’s been a trademark for Mercedes-Benz since the 1930s, with the original 500K and 540K. The same lineage also led to the famous 300SL Gullwing, the W111 coupe and convertibles, the C107 SLC, and later, the iconic C126 and C140 S-Class Coupes.

The Vision Iconic harks back to this lineage, and hopefully, it will inspire Mercedes-Benz to once again resurrect one of its once-beloved luxury coupes.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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