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Discover the experiences of the Mercedes-Benz Studio Budapest program series and learn more about the iconic models.
The Mercedes-Benz Studio Budapest program series has opened, offering experiences based on the brand’s innovations, design and lifestyle at several iconic locations in the capital and Lake Balaton for months. At the opening event held on Fashion Street, participants could not only experience the special urban brand experience, but also get to know the new Mercedes-Benz S-Class up close.
A Multi-month Experience Platform Present Throughout the City
The Mercedes-Benz Studio Budapest is being implemented as part of the global “140 years at the forefront of innovation” anniversary initiative, making Budapest a meeting point for mobility, culture and style. The program will come to life from May 21 to the end of August 2026 at several iconic locations in the capital and Lake Balaton, where the brand makes innovation, design and performance part of everyday city life.
Fashion Street will be the venue for top-end models and an urban brand experience, the Merlin Theatre will host the Mercedes-Benz Art Collection exhibition, the Városliget Boating Lake will be the center for electromobility and test drives, while Balatonfüred will become a highlight for summer lifestyle and driving experiences. Each location will present a different face of Mercedes-Benz, connecting the experience offered by the cars with cultural and lifestyle programs.
“For us, Mercedes-Benz Studio Budapest is proof that the modern brand experience goes beyond the presentation of cars: it is an urban space where innovation, design and culture naturally meet people. Budapest is a special location for this – together with the premiere of the new S-Class, this is where we can best show how Mercedes-Benz becomes an elegant, inspiring part of everyday life,” emphasized Fabiola Attorri, Managing Director of Mercedes-Benz Hungária, at the opening event.
Mercedes-Benz Studio Budapest: Opening Event on Fashion Street
At the opening event of the Mercedes-Benz Studio Budapest program series, invited guests and press representatives focused not only on the concept, but also on the brand’s vision, but also on how Budapest will become one of Mercedes-Benz’s key experience centers this summer. The program includes the premiere of the new S-Class, press and networking events, lifestyle activities, photo challenges and exhibited models showcasing 140 years of innovation.
Following the opening, Mercedes-Benz Studio Budapest operates as a continuously renewed platform. Among other things, the Cars & Coffee community event (May 24), a live podcast recording of the S-Class (May 28), the press presentation of the new GLE and the new EQS (May 29), an acoustic concert (May 29), daily activities, and Formula 1-themed programs related to the week of the Hungarian Grand Prix await those interested on Fashion Street. The Mercedes-Benz Art Collection exhibition will open at the Merlin Theatre, which will be accompanied by programs presenting the connection between mobility and art between May 28 and August 30.
Electromobility, Balaton, Premieres
In June, the City Park Boating Lake will feature test drives of the latest electric models – including the CLA, CLA Shooting Brake and GLB – complemented by DJ nights, morning yoga and picnic events, and featured media appearances.
In Balatonfüred, an expanded summer test drive program, acoustic evenings, sunset experiences and exclusive customer events will complete the Studio experience.
The Mercedes-Benz Studio Budapest is also the stage for important product and brand moments for the brand: the premiere of the new S-Class and the GLE facelift, the presentation of the EQS facelift, a Formula 1-themed showcase and VIP event, additional AMG experience programs, exclusive driving events, and a heritage event with 140 S-Class and vintage models are also included in the program.
The Mercedes-Benz Studio Budapest thus reflects the change in perspective in which the premium brand builds relationships with its audience. Instead of traditional formats, Mercedes-Benz creates open, direct and emotionally inspiring spaces where interested parties can naturally encounter individual models, technology and the brand itself. From test drives to cultural programs to innovation presentations, the Mercedes-Benz Studio Budapest invites visitors to experience the world of Mercedes-Benz beyond the car.
The New S-Class: Modern Luxury Without Compromise
The new Mercedes-Benz S-Class further strengthens its role as a defining reference point in the world of luxury sedans, and as the brand’s flagship, one of the most characteristic embodiments of modern premium mobility. According to the background material, the S-Class is designed for those who seek uncompromising quality, refined details and relevant innovation, while the car is simultaneously a representative business environment, a personal living space and an elegant expression of success.
The model comes with more than fifty percent new or improved components, while at the same time retaining the iconic character and timeless elegance of the S-Class. The enlarged, illuminated radiator grille, new light graphics and clear proportions provide an even more confident stance, while the use of premium materials, a redesigned center console and the Burmester® high-end 4D sound system in the passenger compartment create a first-class atmosphere.
Intelligent Digital Ecosystem and Outstanding Driving Comfort
The technological core of the new S-Class is the MB.OS operating system, which integrates vehicle functions, the infotainment system and driver assistance technologies into a single platform. The latest generation of MBUX supports everyday use with an artificial intelligence-based virtual assistant, the Superscreen display solution and a customizable digital experience; the goal is not to demonstrate technology for its own sake, but to create a natural, intuitive and comfortable user experience.
The S-Class continues to set the standard when it comes to ride comfort and safety. The AIRMATIC and E-ACTIVE BODY CONTROL suspension, rear axle steering of up to 10 degrees, advanced driver assistance systems and up to 15 airbags all contribute to outstanding comfort and safety. The in-line six-cylinder and V8 engines as well as the plug-in hybrid drivetrain – with a purely electric range of more than 100 kilometers – show that the S-Class is building on traditional strengths and future-oriented solutions at the same time.
Iconic Model Highlights at the Opening Event
Benz Patent-Motorwagen – symbol of the birth of the automobile
The Benz Patent-Motorwagen, patented in 1886, went down in history as the world’s first vehicle designed specifically for automobiles. Its presence at the opening event of the Mercedes-Benz Studio Budapest uniquely highlights the brand’s 140-year tradition of innovation and creates a direct bridge between the beginnings of mobility and the top models presented today.
Mercedes-Benz 300 SEL 6.8 AMG “Red Pig” – a legend of the racetrack
The Mercedes-Benz 300 SEL 6.8 AMG, better known as the “Red Pig”, is one of the most important milestones in the history of AMG: in 1971, the model achieved class victory and second place overall at the 24-hour race in Spa-Francorchamps, thus putting the brand in the international spotlight. Powered by a massive 6.8-liter V8 engine, the elegant yet raw-power limousine remains a symbol of Mercedes-AMG’s courage and engineering creativity to this day, and will be featured as a rarely seen, iconic piece at the Budapest event.
Mercedes-AMG PureSpeed – an elemental, open-top driving experience
The Mercedes-AMG PureSpeed is a limited-edition, open-top sports car that the brand created to celebrate its motorsport heritage and elemental driving experience. The model’s radical design, innovative aerodynamic solutions and modern use of materials create a unique blend of performance and luxury, making it not just a spectacle in the Mercedes-Benz Studio Budapest program, but the essence of high-end driving pleasure.
Mercedes-Benz G-Class Stronger Than The 1980s – the iconic off-roader recharged
The Mercedes-Benz G-Class Stronger Than The 1980s special edition evokes the original era of the G-Class, while bringing the model’s still robust character and cult status into the present. Retro-inspired details, limited edition and modern technical content combine to make it a model that is both a tribute to the iconic G-Class of the eighties and a confident expression of today’s premium off-road lifestyle.
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