Mercedes-Benz has unveiled a new concept car, which offers a new, bold interpretation of the company’s new “iconic” grille design.

The Vision Iconic is a show car. Mercedes-Benz said the electric concept car embodies the freedom to think beyond convention.

While the model is not a production vehicle, it hints at the company’s future design direction.

The car’s design is modern and retro at the same time.

Its visual elements were inspired by 1930s automotive design, with the front end being defined by the grille.

The grille itself is described as a forward-looking homage to traditional chrome grilles that helped shape the faces of Mercedes vehicles for more than 100 years.

The automaker referenced legendary models such as the W 108, W 111 and 600 Pullman.

A similar grille sits at the front of the recently unveiled GLC EV production model, and such grilles should make their way onto other Mercedes-Benz vehicles soon.

“Inspired by the golden era of automotive design of the 1930s, this show car embodies the pure essence of Mercedes-Benz,” said Mercedes-Benz chief design officer Gorden Wagener in a news release.

Wagener said the car’s endless hood gives it a majestic presence.

“Our Vision Iconic is more than just an automobile – it is a sculpture in motion, a homage to timeless elegance, and a statement for the future. The symbiosis of traditional craftsmanship, state-of-the-art technology, and an unmistakable design language makes it the ultimate expression of value, prestige, and grace: the most beautiful, most prestigious kind of thing.”

Below are more photos of the show car.

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