Mercedes Vision Iconic: But what is this thing?
This page is translated from the original post "Mercedes Vision Iconic : Mais c’est quoi ce truc ?" in French.
- 14/10/2025 11:11
We already knew that Mercedes was very attached to its new illuminated grille, but we thought the venerable brand would be more reasonable.
Mercedes never misses an opportunity to remind us that, beyond the famous three-pointed star, the grille is its main visual identifier. Now, this revisited element embodies its “new iconic era.” But with the Vision Iconic concept, presented in Shanghai, the German manufacturer seems to have crossed a new threshold in both demonstration… and excess.
Indeed, the Vision Iconic is a design exercise, a rolling sculpture meant to celebrate both Mercedes’ heritage and its future. Its lines inspired by the 1930s and its lounge interior straight out of a science fiction film, the study is packed with innovations: solar paint, neuromorphic computing, level 4 automated driving… No doubt, the technological foundation is impressive. But what immediately captures the eye is this gigantic, chromed, backlit grille, topped by an illuminated star. A real wall of light occupying the entire front of the vehicle.
Okay for the substance, but what about the form…
Mercedes describes it as an “emotional and digital reinterpretation” of its identity, a symbol of elegance and prestige. Fair enough. But it’s hard not to also see an exaggerated stylistic choice bordering on caricature. What once embodied the discreet authority of a Mercedes — the famous vertical grille of the W111 or the 600 Pullman — now becomes an almost ostentatious light display, closer to a Las Vegas show than a manifesto of German elegance.
The brand also claims “emotionalization through light,” as if every pixel should now tell a story. An appealing idea, but not to the point of excess. Because by illuminating every detail, Mercedes risks muddling its message and drifting away from what has always been its strength: understated prestige.
You might be interestedin this article:
Yes, the Vision Iconic attracts all eyes. But in trying to shine brighter than everyone else, Mercedes risks losing a bit of its star — the star of moderation and good taste.
We also suggestthese articles:
Also read
