The world’s oldest car brand is celebrating 140 years by driving across six continents, and Kiwi owners are invited to join the story.
Mercedes-Benz is about to bring one of the most ambitious automotive celebrations ever attempted to New Zealand, and it’s not arriving quietly.
The German luxury marque has launched its global “140 Years. 140 Places” tour, a 50,000-kilometre journey spanning six continents, 140 destinations and nearly a century and a half of automotive innovation. This June, New Zealand becomes one of the select locations featured in the worldwide celebration.
For Mercedes-Benz, the milestone is more than just a birthday. It’s a chance to reflect on a legacy that began in 1886 when Carl Benz patented what is widely recognised as the world’s first automobile. Around the same time, Gottlieb Daimler was developing his own motorised carriage, helping lay the foundations for the modern motor industry.
Fast-forward 140 years and Mercedes-Benz remains one of the industry’s most influential brands, pioneering everything from vehicle safety technologies and luxury innovations through to today’s electric mobility solutions.
A Global Journey with a New S-Class at its Heart
The “140 Years. 140 Places” tour kicked off in Europe earlier this year following the world premiere of the all-new Mercedes-Benz S-Class. The flagship limousine serves as the centrepiece of the global expedition, showcasing the latest advances in luxury, technology and comfort ahead of its arrival in international markets.
The journey will eventually return to Stuttgart, Germany, in October for a grand finale, having traversed some of the world’s most iconic roads, cities and landmarks.
Before that happens, however, the spotlight turns to New Zealand.
Auckland to Queenstown: A Mercedes-Benz Road Trip Like No Other
The New Zealand leg of the tour begins in Auckland in mid-June before travelling the length of the country to Queenstown over six days.
While the new S-Class may be the star attraction, the real heroes of the Kiwi chapter will be the owners and enthusiasts who have helped build the Mercedes-Benz story here over generations.
Mercedes-Benz New Zealand is aiming to assemble an impressive display of 140 customer-owned vehicles, creating what could become one of the largest gatherings of Mercedes-Benz models ever seen in the country.
The brand is calling on owners, collectors and enthusiasts to register their vehicles and take part in the celebration. Particular interest is being shown in historic S-Class models dating back to the 1950s, including the iconic “Ponton” generation, the stately W111 and W112 series, the influential W116 and W126 models, and more recent luxury flagships such as the W140, W220 and W221 generations.
The collection promises to offer a fascinating snapshot of automotive evolution, showcasing how the S-Class has consistently served as a rolling technology showcase for Mercedes-Benz. Features that first appeared in the flagship sedan have often become industry standards years later, from anti-lock braking systems and airbags to advanced driver assistance technologies.
More Than Just Cars
What makes the New Zealand leg particularly interesting is that Mercedes-Benz is positioning the tour as much around people as it is machinery.
Each stop along the route will celebrate the owners, stories and communities that have supported the brand throughout its history. Expect everything from cherished family heirlooms and meticulously restored classics through to modern AMG performance machines and cutting-edge electric models.
For many enthusiasts, it will be a rare opportunity to see seven decades of Mercedes-Benz design, engineering and innovation gathered in one place.
A Glimpse Into the Future
While classic models will provide a strong connection to the past, the all-new S-Class offers a glimpse into the future.
Mercedes-Benz says the latest flagship showcases the brand’s next generation of luxury and technology. Although the vehicle won’t officially go on sale in New Zealand until later this year, the tour provides local audiences with an early look at what’s coming.
For Mercedes-Benz, the symbolism is clear: celebrating where the company has come from while simultaneously demonstrating where it’s headed.
How to Get Involved
Mercedes-Benz owners interested in participating can register through the Mercedes-Benz New Zealand 140 Places programme. Whether it’s a pristine classic S-Class, a cherished family Mercedes or a modern performance model, the brand is keen to hear from owners who want to become part of this unique chapter in automotive history.
As the 50,000km global journey rolls into New Zealand, it’s shaping up to be more than just another promotional roadshow. It’s a travelling celebration of the car that started it all, the people who have embraced the three-pointed star over generations, and a glimpse of what the next 140 years might look like.
For Kiwi Mercedes-Benz fans, June could be one of the most significant months in the brand’s local history.
