Mercedes-Benz celebrates its 140th anniversary and launch of its new S-Class star with a trek around the world
140 years. 140 places. That’s how epic the journey to preview the extensively updated W223 S-Class has been with the convoy’s arrival in Singapore some months ahead of the lux-limo’s official launch on the island-state later this year.
Guests in attendance at the “140 Places” convoy’s arrival were treated to an immersive showcase that charted the brand’s 140-year story against the backdrop of Gardens by the Bay.
Mind you, the trio of S-Class limos set off on a global drive that started 29 January – the 140th anniversary of Carl Benz filing the patent for the world’s first automobile. This overland road trip spans more than 50,000km across six continents and would visit 140 symbolic destinations around the world.
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At the time of the Singapore leg, which marks the conclusion of the Asian chapter, the convoy would have covered more than 35,000 kilometres across 20 countries, as it travelled from Stuttgart through Europe and the Americas, before continuing across Asia.
“Singapore has been part of the Mercedes-Benz story for more than three decades, and we’re proud to bring the ‘140 Places’ convoy here. As a city synonymous with innovation and future-forward design, Singapore is the perfect stage to celebrate our spirit of progress and the pursuit of the extraordinary. We look forward to welcoming customers and the community to experience the future of luxury and automotive excellence, and to feel truly at home with Mercedes-Benz,” said Marcel Luis Mustelier Perez, president and CEO of Mercedes-Benz Singapore (pictured above).
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The convoy’s arrival in Singapore also gave us a glimpse of Mercedes-Benz’s plans for the city as far as brand experiences go.
As part of the brand’s 140-year festivities, Singapore is one of a few cities worldwide to be chosen as a venue for a Mercedes-Benz Studio. These Studios are conceived as a nexus that sees culture, innovation, and community intersect. The Mercedes-Benz Studio Singapore is set to open later this year at Gardens by the Bay, and will serve as a space for launches, community gatherings and cultural collaborations.
“We are incredibly proud that Singapore has been selected to be home to a Mercedes-Benz Studio, joining only a small number of cities around the world chosen for this next chapter of the brand. Designed as a space that feels open, welcoming and deeply connected to the rhythm of the city, Mercedes-Benz Studio Singapore will create new opportunities for customers and the community to experience the brand in new and unexpected ways. We can’t wait to share more ahead of the Studio's opening later this year,” said Darren Ng, head of Customer Excitement, Mercedes-Benz Singapore (pictured above).
