Mercedes-Benz unveils future of luxury at Auto Guangzhou

Mercedes-Benz is showcasing its cutting-edge products and brand experience at the 23rd Guangzhou International Automobile Exhibition, displaying 29 models across its lineups including sedans and SUVs. Highlights include the China debut of the CONCEPT AMG GT XX and show debut of the Mercedes-Benz Vision Iconic, both drawing attention for their innovative design and technology.

"At Mercedes-Benz, our technology is how we define the future, and how we deliver on it. We presented not just concepts, but the strong capability to rapidly bring them to mass production — and the reality that is soon to arrive," said Duan Jianjun, president and CEO of Beijing Mercedes-Benz Sales Service Co.

This philosophy is reflected in all the vehicles showcased at the event, underscoring Mercedes-Benz's commitment to future mobility.

The highlight of the event is the China debut of the CONCEPT AMG GT XX. This all-electric high-performance vehicle, based on AMG's Formula 1-inspired technology, represents a major leap forward in electric driving. Featuring three axial-flux motors and a directly cooled high-performance battery, the concept vehicle promises a new dimension of performance and endurance. It demonstrates the brand's dedication to pushing the boundaries of electric high-performance.

Additionally, the Vision Iconic makes a striking appearance, blending classic Mercedes-Benz design elements with modern innovations. The vehicle also introduces innovative features, highlighting Mercedes-Benz's vision for next-generation mobility.

Several core models also showcased at the event feature comprehensive upgrades, including the long-wheelbase C-Class, long-wheelbase and standard-wheelbase E-Class and S-Class sedans, as well as the GLB, GLC and GLS SUVs. These upgrades, which include enhanced intelligent features and improved comfort, further strengthen Mercedes-Benz's position in the market, meeting the growing demand for luxury mobility among Chinese consumers.

"As one of the first automakers to pioneer the 'Parallel Focus on ICEs and xEVs' strategy, we believe every distinguished Mercedes-Benz owner deserves uncompromised excellence. We ensure 'MB Standards' — where safety and quality are never compromised by the powertrains. We deliver 'MB Intelligence' — where cutting-edge technology is not exclusive to our electric vehicles but is standard across the entire Mercedes-Benz portfolio," Duan said.

The new long-wheelbase C-Class now includes a 2.0-liter turbocharged engine and a 48-volt integrated starter generator, offering enhanced acceleration and a smoother driving experience. The range is equipped with heated front seats and intelligent parking with 360-degree cameras. It also features the Qualcomm 8295 intelligent cockpit chip and the third-generation Mercedes-Benz User Experience system, setting a new standard for intelligent technology in its class.

The E-Class family has also undergone a complete overhaul, with the addition of the E 260 L Sedan Edition. Building on the previous E 260 L features, this model offers enhanced intelligence and comfort. The E 260 L and above models now have highway intelligent assisted driving and front seat heating as standard. The E-Class models also feature the third-generation MBUX system, Qualcomm's 8295 chip, and 5G connectivity for a more advanced driving experience.

Additionally, the long-wheelbase E-Class is equipped with 13 airbags, setting a new industry benchmark for safety. Before being launched, every Mercedes-Benz model undergoes over 15,000 simulated tests and more than 180 real-world crash tests, including over 30 additional tests conducted in China, ensuring top-tier safety standards.

The S-Class, Mercedes-Benz's flagship sedan, has also seen improvements, particularly in comfort and technology. The AIRMATIC air suspension system, now standard across the entire S-Class lineup, automatically adjusts suspension stiffness based on road conditions, providing optimal comfort. The S-Class introduces the new S 400 L Edition and S 400 L Business Special Edition, aimed at those seeking the utmost luxury.

Mercedes-Benz's SUV lineup has also received key enhancements. The GLB SUV now features standard intelligent driving assistance plus, heated front seats, and ambient lighting. The GLC SUV range now includes the GLC 260 L 4MATIC Entry Edition, featuring enhanced intelligent driving assistance systems and improved seat comfort.

The GLS, built on the exclusive Mercedes-Benz High Architecture platform for large SUVs, now comes standard with driving assistance pro and multi-contour front seats, offering superior comfort.

Mercedes-Benz continues to demonstrate its commitment to delivering the same high-quality experience and intelligent driving solutions for both ICEs and xEVs.

At the show, Mercedes-Benz has presented the all-new Electric CLA. This model offers a China Light-Duty Vehicle Test Cycle range of 866 km, the only electric two-speed transmission in its class, and a Mercedes-Benz Virtual Assistant powered by Doubao AI and advanced intelligent driving assistance tailored for Chinese customers. The vehicle features 142 illuminated stars on its front grille, adding to its eye-catching design, while 11 airbags provide exceptional safety protection.

Mercedes-Benz has not only excelled in automotive technology and product innovation but also made significant contributions to corporate social responsibility.

2025 marks the 15th anniversary of the Mercedes-Benz Star Fund and 18 years of the brand's CSR journey in China. Over the years, it has implemented nearly 100 CSR projects in cultural heritage preservation, environmental protection, road safety and youth education, with a cumulative investment of more than 360 million yuan ($50.66 million), benefiting over 100 million people.

In the next four years, the Mercedes-Benz Star Fund will launch new youth education programs, aimed at providing materials and courses to over 100 schools nationwide, with a focus on empowering the next generation.

In the area of environmental protection, Mercedes-Benz entered into a three-year partnership with Sanjiangyuan National Park in October, becoming the first international company to provide full CSR coverage across the first five of China's national parks.

In addition, Mercedes-Benz supported the exhibition of archaeological achievements of Zaobanchu, an archaeological site of the Palace Museum Imperial Workshop, which was part of the museum's centenary celebrations, showcasing the progress of its cultural heritage collaboration. This initiative stems from a strategic CSR partnership with the Palace Museum that began in 2018, with support for the Zaobanchu archaeological project — the museum's only ongoing excavation — commencing in 2020.

The company has also been running a road safety program for children for over 13 years, in partnership with the Road Safety Research Center under the Ministry of Public Security, reaching more than 210 schools and raising awareness of traffic safety.

"Mercedes-Benz not only focuses on product innovation but also continues to back society through our CSR initiatives," said Zhang Yan, senior executive vice-president of Beijing Mercedes-Benz Sales Service Co.

"Moving forward from this 15-year milestone, our goal is to evolve into a catalyst for 'impact-driven CSR'. By mobilizing our brand's power, we will foster broader participation to co-create social value, ensuring our CSR efforts resonate deeply with both our brand mission and the communities we serve," Zhang added.

Duan said that Mercedes-Benz will mark its 140th anniversary in two months, and over the next few years, the company will unveil its most ambitious product and technology lineup, while continuing its corporate social responsibility efforts.