Mercedes-Benz Brings “140 Years. 140 places.” Initiative to India

Mercedes-Benz has announced the India leg of its global “140 Years. 140 Places.” celebration, with three S-Class luxury sedans set to travel across some of the country’s most iconic destinations.

The initiative celebrates 140 years since Carl Benz patented the world’s first automobile in 1886 and highlights Mercedes-Benz’s legacy of innovation, luxury and engineering excellence.

The India journey will begin in July.

A Journey Across Six Continents

The global drive has already covered an impressive distance before arriving in India.

Journey highlights:

• Over 60,000km covered
• More than 55 countries
• Six continents
• Three Mercedes-Benz S-Class sedans

Named Gottlieb, Carl and Bertha, the three flagship luxury sedans are travelling to 140 destinations across the world as part of the anniversary celebrations.

Showcasing India’s Diversity

For the India leg, Mercedes-Benz has planned routes that showcase the country’s culture, architecture, landscapes and heritage.

The three S-Class sedans will travel through destinations including:

• Delhi
• Amritsar
• Jammu
• Kashmir
• Leh
• Umling La
• Manali
• Lucknow
• Varanasi
• Patna
• Agra
• Jaipur
• Udaipur
• Ahmedabad
• Pune
• Mumbai
• Bengaluru
• Hampi
• Goa
• Coorg

One section of the drive will even take the S-Class across Umling La, currently the world’s highest motorable road.

The journey will also briefly cross into Bhutan before returning to India.

Celebrating 140 Years of Innovation

Mercedes-Benz says the campaign is designed to celebrate the people, places and stories that have shaped mobility over the last 140 years.

The S-Class has been chosen as the flagship model for the drive, reflecting the brand’s focus on innovation, comfort, luxury and technology.

According to Mercedes-Benz India, the journey will document India’s craftsmanship, traditions, landscapes and rapid progress while highlighting the capabilities of its flagship luxury limousine.

The S-Class Leads the Way

The campaign also comes at a time when Mercedes-Benz is expanding its product portfolio globally.

The S-Class remains the company’s flagship sedan and continues to represent its latest advancements in luxury, safety and digital technology.

Also read: https://fly-wheel.com/aston-martin-to-showcase-new-s-performance-line-up-at-2026-goodwood-festival-of-speed/

Final Take

Rather than being a product launch, the “140 Years. 140 Places.” drive is a celebration of Mercedes-Benz’s history and global journey. By choosing the S-Class to explore India’s diverse landscapes, from the Himalayas to historic cities and modern metros, the brand is using its flagship limousine to tell a story that goes beyond cars and focuses on innovation, heritage and progress.