Mercedes-Benz is redefining its presence in the electric era with a commanding showcase at IAA MOBILITY 2025, where it unveils the latest jewel in its crown: the all-new GLC with EQ Technology. As part of the brand’s most ambitious product launch campaign to date, the fully electric GLC takes center stage at both the “Open Space” in Munich’s iconic Apothekenhof and within the exhibition halls of Messe München.
With its sleek silhouette and unmistakable GLC DNA, the electric variant represents more than just an evolution—it marks a transformation. Purpose-built and unmistakably premium, the new GLC with EQ Technology is the first in a wave of upcoming models that will carry the elevated Mercedes-Benz design philosophy into an all-electric future. It combines intelligent efficiency, next-gen digital integration, and the brand’s hallmark refinement—delivering a luxury SUV experience without compromise.
An Immersive Mobility Showcase
The Mercedes-Benz Pavilion at the Apothekenhof serves as a living gallery of innovation. Here, visitors can interact with the brand’s latest advancements—from advanced driver assistance systems (ADAS) to the new MB.DRIVE ASSIST PRO point-to-point automation and the highly intuitive Intelligent Cockpit, complete with a suite of Digital Extras.
The immersive display doesn’t stop at the GLC. Making their show premieres are the all-new CLA family, offered with fully electric and high-tech hybrid drivetrains. Among them, the CLA Shooting Brake stands out as Mercedes-Benz’s first all-electric estate model—merging practicality with progressive design.
Adding a note of mystery and grandeur, Mercedes also lifts the veil—just slightly—on its upcoming VLE Grand Limousine. Though cloaked in camouflage, this all-electric luxury flagship hints at a bold future for the brand’s upper echelon, set to arrive on roads in 2026.
Future Mobility, Experienced Today
As part of the IAA Experience, Mercedes-Benz brings mobility innovation directly to the streets of Munich. A fleet of 30 electric and electrified vehicles is available for ride-alongs from the Pavilion, offering everyday visitors a chance to witness tomorrow’s technology first-hand.
Select guests can enjoy co-drives in the new CLA equipped with MB.DRIVE ASSIST PRO, experiencing automated mobility in real urban conditions. Meanwhile, tech enthusiasts can get behind the wheel of the EQS or S-Class with DRIVE PILOT, the world’s fastest system for conditionally automated driving, capable of speeds up to 95 km/h under real German road conditions. Mercedes-Benz engineers will be present throughout to explain the intricacies of these revolutionary systems.
The Summit: A Glimpse of What’s Next
Inside Messe München, Mercedes-Benz’s booth in Hall B3 transforms into a hub of cutting-edge automotive engineering. The Innovation Forum will spotlight electric versions of the GLC and CLA Shooting Brake, alongside one of the show’s most buzzworthy highlights: the CONCEPT AMG GT XX.
This stunning high-performance showcar offers the first look at AMG’s electrified future, underpinned by the AMG Electric Architecture (AMG.EA). Combining raw performance with next-gen tech, the GT XX is a tantalizing preview of AMG’s shift toward sustainable speed.
Personalisation Meets Performance
Rounding out the brand’s multifaceted presence is the Studio Odeonsplatz, where visitors can explore Mercedes-Benz’s MANUFAKTUR customisation programme. From hand-picked materials to exclusive finishes, this space highlights the brand’s dedication to individuality, luxury, and craftsmanship.
Mercedes-Benz at IAA MOBILITY 2025: At a Glance
- World Premiere: All-new GLC with EQ Technology
- Debuts: Electric CLA Shooting Brake, new CLA family, camouflaged VLE prototype
- Test Drives: 30-vehicle fleet including EQS, S-Class, and CLA with automated driving tech
- Highlights: CONCEPT AMG GT XX, MANUFAKTUR customisation exhibit
- Dates: September 9–14, 2025
As Mercedes-Benz accelerates into its electric future, IAA MOBILITY 2025 proves that the three-pointed star is not only keeping pace—it’s leading the charge.
Source: Mercedes-Benz