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Design No.5 – Creating Iconic Luxury

Carlsbad/Stuttgart, June 15, 2023

CreatingIconicLuxury: The Mercedes-Benz brand history is a source of inspiration for the future.

From the three-pointed star to gullwing doors and cab-forward design: over the decades, the Mercedes-Benz design
teams have created and established iconic elements. These are unmistakably associated with the brand,
shaping the Mercedes-Benz myth and creating desire. The Mercedes-Benz design team will continue to
develop the brand’s iconic style to further strengthen this heritage and carry it into the future.

PinnacleOfExclusivity: Exceptional customisation options, one-offs from collaborations, limited collector’s

and special editions, pioneering show cars and research and concept vehicles are the epitome of exclusivity
for Mercedes-Benz.

IDCCarlsbad: The Mercedes-Benz Design Centers provide important impetus for the continuous

development of the design philosophy of sensual purity and for setting trends with new design ideas. At the
International Design Center Carlsbad, the Mercedes-Benz design Team creates show car exteriors, vehicle
studies and mobility concepts for tomorrow and beyond. It does this by picking up on stylistic trends on site,
then analysing and creatively implementing them.

The Californian lifestyle influences the site just as much as
its proximity to Mercedes-Benz Research & Development North America. A very special form of creativity
flourishes in Carlsbad, leaving its mark on Mercedes-Benz design and opening up new perspectives.

VisionOneEleven: With the Mercedes-Benz Vision One-Eleven, the brand presents a concept sports car that

progressively reinterprets the C 111, a brand icon of the 1970s. Much like its historic predecessor, it
combines stunning design with the most innovative drive technology. The Vision One-Eleven makes use of
axial flux motors from YASA, which have an unmatched power density far beyond comparable radial motors,
while being extremely lightweight.

ExclusiveCollection: Mercedes-Benz is launching the “LIMITED EDITION 1 OF 111” collection along with the

Mercedes-Benz Vision One-Eleven. This is the first time that an iconic design study has been accompanied by
a lifestyle collection consisting of five exclusive pieces. In addition to the striking colour of the concept sports
car, the individual accessories also reflect the vehicle’s characteristic design elements.

AugmentedReality: The Mercedes-Benz design team used augmented reality (AR) to create a visionary user

experience for the premiere of the Mercedes-Benz Vision One-Eleven and integrated it into a virtual test
model of the Vision One-Eleven interior. The physical vehicle interior and the digital interface merge
seamlessly, so that virtually the entire car becomes a user interface.

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Cadillac Project GTP Hypercar that previews the third-generation prototype race car from the American luxury brand

Cadillac Reveals Project GTP Hypercar

Project GTP Hypercar previews design of 2023 IMSA and WEC race car

Cadillac today revealed the Project GTP Hypercar that previews the third-generation prototype race car from the American luxury brand. In 2023, Cadillac will contest the IMSA WeatherTech SportsCar Championship and the FIA World Endurance Championship, including the 24 Hours of Le Mans.

“Cadillac will be competing again on the world racing stage, and we are all thrilled to return to Le Mans after 20 years,” said Global Cadillac Vice President Rory Harvey. “By competing in both the 2023 IMSA and WEC championships, Cadillac Racing has the opportunity to demonstrate its capability, craftsmanship and technology.”

Codeveloped by Cadillac Design, Cadillac Racing and Dallara, the Project GTP Hypercar incorporates key brand design characteristics. Elements of the brand’s heritage such as vertical lighting and floating blades are present throughout and connect the Project GTP Hypercar to the future of Cadillac.


“The Project GTP Hypercar is a unique convergence of form and function and showcases Cadillac’s future performance aesthetic,” said Chris Mikalauskas, lead exterior creative designer, Cadillac. “We have plenty more to come, from the upcoming race car to amazing production vehicles.”

Since 2017, Cadillac has been competing at the forefront of American sports car racing in the IMSA manufacturers championship achieving numerous wins, podiums and championships in the Cadillac DPi-V.R.

“Competing for the overall win at Le Mans with an iconic American brand like Cadillac is an honor,” said Laura Wontrop Klauser, GM sports car racing program manager. “The entire team is excited to continue building Cadillac’s racing legacy by competing against the very best internationally and in the world’s toughest race.”

The new race car will be powered by an all-new 5.5L DOHC V-8 that will be paired to the LMDh common hybrid system.

Cadillac’s commitment to performance is embodied in the V-Series portfolio. Its recent expansion includes the CT4-V and CT5-V sport sedans, Escalade-V as well as the track-capable CT4-V Blackwing1 and CT5-V Blackwing1.

The race car will begin on-track testing this summer and first race at the Rolex 24 at Daytona in 2023.

Recent Cadillac Racing achievements include:

  • Winning the IMSA WeatherTech SportsCar Championship three times: 2021, 2018 and 2017
  • Winning the Rolex 24 at Daytona four times in a row: 2020, 2019, 2018 and 2017
  • Winning the Michelin North American Endurance Cup four times: 2020, 2019, 2018 and 2017
  • Prior to competing in the IMSA WeatherTech SportsCar Championship, Cadillac competed in the Pirelli World Challenge Championship, earning five Manufacturer’s Championships (2014, 2013, 2012, 2007, 2005), and five Driver’s Championships (2015, 2014, 2013, 2012, 2005).

1Limited availability

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