Mercedes-Benz Heritage CEO discusses brand history and electric vehicle icons

Marcus Breitschwerdt, CEO of Mercedes-Benz Heritage, states that the company is utilizing its extensive automotive history as a strategic business tool. By consolidating classic car activities into the dedicated Mercedes-Benz Heritage GmbH in 2023, the company aims to reinforce its brand identity amidst industry shifts such as electromobility, increased connectivity, and rising competition from low-cost manufacturers.

Speaking at the Bernina Gran Turismo hill climb race in the Swiss Alps, Breitschwerdt emphasized that a brand's heritage provides unique value during periods of significant technological change. He also noted that modern electric vehicles possess the potential to become highly sought-after collector's items in the future.