Mercedes-Benz Cars Middle East celebrated the regional premiere of the new S-Class, the brand’s flagship luxury saloon, at Emirates Palace Mandarin Oriental, Abu Dhabi. The event brought together VIPs, customers, partners and media from across the region.
Hosted by Raya Abirached, television personality and celebrity journalist, the evening celebrated 140 Years of Innovation through a special heritage presentation connecting generations of the S-Class with cultural icons from the region. A live orchestral performance set the stage for the surprise reveal of the new Mercedes-Maybach S-Class, while guests also witnessed the arrival of the “140 Years. 140 Places” S-Class on its global anniversary journey.
“For generations, the S-Class has held a special place in the region, accompanying leaders and visionaries through some of their most important moments. This longstanding connection makes the UAE a perfect location to celebrate the regional premiere of our flagship. As we celebrate 140 Years of Innovation, we’re proud to introduce the latest evolution of a car considered by many to be the best in the world. As the world’s best-selling luxury saloon, it is meticulously refined in every detail to ensure it remains the benchmark in its segment. It embodies the brand’s pioneering spirit, engineering excellence and craftsmanship, and that unmistakable feeling of ‘Welcome home’.” Michael Stroband, President & CEO, Mercedes-Benz Cars Middle East; Global Head of Mercedes-Benz General Distributors
The new Mercedes-Benz S-Class: Refined in every detail
The new S-Class features a more prominent radiator grille, approximately 20 per cent larger than before, next-generation DIGITAL LIGHT headlamps with micro-LED technology and, for the first time, an optionally illuminated Mercedes star on the bonnet. At the rear, new taillights with three chrome-framed stars reinforce the model and brand image.
Inside, the new instrument panel, door trim and centre console create an entirely new interior experience, blending digital and analogue luxury at the highest level.
The new S-Class also introduces a comprehensive powertrain update, with new and refined electrified V8 and six-cylinder engines and plug-in hybrid options combining performance, efficiency and refinement.
The new Mercedes-Maybach S-Class: Travel in serenity, arrive in style
The new Mercedes-Maybach S-Class receives the most extensive update in its history, elevating luxury to an even more exclusive level. Inside, the extensively redesigned cabin combines exceptional craftsmanship, carefully selected materials and the latest digital technology. Executive rear seats, optional automatic comfort doors and refined interior appointments further enhance the Maybach cocooning experience.
The dedicated MAYBACH mode within DYNAMIC SELECT is engineered entirely around supreme ride comfort, while the new AIRMATIC air suspension with intelligent, predictive damping further elevates comfort, especially for rear passengers.
A new era of digital intelligence powered by MB.OS
At the heart of the new S-Class is the Mercedes-Benz Operating System (MB.OS), which is also integrated into a Mercedes-Maybach model for the first time. This digital backbone connects vehicle systems, driving assistance and infotainment, delivering faster responses, seamless connectivity and over-the-air updates that keep the vehicle evolving throughout its lifecycle.
The fourth-generation MBUX introduces an AI-powered Virtual Assistant and the standard MBUX Superscreen, combining the 14.4-inch central display and 12.3-inch passenger display beneath a single continuous glass surface.
The MBUX High-End Rear Seat Entertainment system features two larger 13.1-inch displays, detachable remote controls and integrated cameras for video conferencing, transforming the rear cabin into a connected environment for productivity and entertainment.
MANUFAKTUR Made to Measure: A new level of personalisation
Alongside the vehicle premieres, guests were invited to discover the possibilities of Mercedes-Benz MANUFAKTUR through a dedicated personalisation experience, showcasing exclusive paint finishes, refined interior materials and handcrafted details.
With more than 150 exterior colours and over 400 interior colours available for the new Mercedes-Benz S-Class and Mercedes-Maybach S-Class, MANUFAKTUR Made to Measure enables customers to create a truly individual vehicle.
Celebrating 140 Years of Innovation
The evening took guests through the history of Mercedes-Benz, with a special collection of vehicles representing different chapters of the brand’s 140-year journey.
The heritage display began with the Benz Patent Motor Car of 1886, the world’s first automobile, invented by Carl Benz and patented on 29 January 1886. Alongside the Patent Motor Car, guests discovered three significant generations of the S-Class: the W116, introduced in 1972 as the first model to officially carry the S-Class designation; the W126, which advanced standards of safety and comfort during the 1980s; and the W140, which introduced a new level of engineering and technological sophistication in the 1990s.
A specially produced film connected each generation of the S-Class on display with icons of literature, music, design and culture, reflecting the vehicle’s longstanding connection to the region and its place in the region’s history.
“140 Years. 140 Places”: The anniversary journey continues
Adding to the celebrations, guests witnessed the arrival of the “140 Years. 140 Places” S-Class, marking its first appearance in the region. Launched on 29 January 2026, the initiative saw three new S-Class saloons, named Bertha, Carl and Gottlieb, embark on a journey spanning more than 65,000 kilometres across six continents. The S-Class continues its journey through the UAE, visiting some of the country’s most recognisable landmarks and bringing the anniversary celebrations closer to customers and audiences across the region.
Regional availability and further information
For information on the availability of the new Mercedes-Benz S-Class and Mercedes-Maybach S-Class, including local specifications, configurations and ordering details, customers can visit www.mercedes-benz-mena.com.
Further product information, images and technical specifications can be accessed on Mercedes-Benz Media:
- The new Mercedes-Benz S-Class press kit: link
- The new Mercedes-Maybach S-Class press kit: link
- 140 Years of Innovation: link
