Mercedes-Benz has brought the new S-Class to the Middle East with an exclusive regional premiere at Emirates Palace Mandarin Oriental in Abu Dhabi, where the latest flagship saloon was joined by the surprise unveiling of the new Mercedes-Maybach S-Class.
Held yesterday evening, the event welcomed VIPs, customers and partners, marking a significant moment in the brand’s 140-year history of innovation. Hosted by television personality Raya Abirached, the evening featured a live orchestral performance and a heritage showcase tracing the evolution of Mercedes-Benz, alongside the arrival of the ‘140 Years. 140 Places’ S-Class on its global anniversary journey.
The latest S-Class represents the most comprehensive update within a single generation, with more than 50 per cent of the vehicle newly developed or refined. Exterior changes include a radiator grille approximately 20 per cent larger than its predecessor, next-generation DIGITAL LIGHT headlamps featuring micro-LED technology and, for the first time, an optional illuminated Mercedes star on the bonnet. New rear lights, incorporating three chrome-framed stars, complete the updated design.
Inside, a redesigned instrument panel, door trim and centre console introduce a refreshed cabin combining digital technology with traditional craftsmanship. The model also receives updated electrified V8 and six-cylinder engines, alongside plug-in hybrid options.
Making its regional debut alongside the flagship, the new Mercedes-Maybach S-Class introduces the most extensive update in the model’s history. Its redesigned interior features carefully selected materials, executive rear seating and optional automatic comfort doors. A dedicated MAYBACH driving mode and updated AIRMATIC air suspension with predictive damping are designed to enhance ride comfort, particularly for rear passengers.
Technology also takes centre stage, with the introduction of Mercedes-Benz Operating System (MB.OS), integrated into a Mercedes-Maybach model for the first time. The fourth-generation MBUX system includes an AI-powered Virtual Assistant and standard MBUX Superscreen, featuring a 14.4-inch central display and 12.3-inch passenger screen.
The celebrations also highlighted MANUFAKTUR Made to Measure, offering more than 150 exterior paint colours and over 400 interior colour options for customers seeking individual specifications.
A heritage display brought together the 1886 Benz Patent Motor Car, the world’s first automobile, and three landmark S-Class generations: the W116, W126 and W140. Meanwhile, the ‘140 Years. 140 Places’ initiative, launched in January 2026, continues its 65,000-kilometre journey across six continents, with three S-Class vehicles named Bertha, Carl and Gottlieb now visiting landmarks across the UAE.
Michael Stroband, President and CEO of Mercedes-Benz Cars Middle East, described the UAE as a fitting location for the premiere, highlighting the region’s longstanding connection with the S-Class and its enduring position as the brand’s flagship luxury saloon.
