Gargash & Mercedes-Benz Dubai Open New Deira Showroom & Celebrate Mercedes’ 140th Anniversary With New S-Class Reveal

Dubai’s relationship with Mercedes-Benz is a bit like an old friendship that started in black-and-white photos and now lives in 4K with ambient lighting. January 2026 quietly turned into a triple-treat moment for the three-pointed star in the UAE: the rebirth of the historic Deira showroom, a global 140-year celebration of the brand, and the arrival of a refreshed S-Class, because Mercedes never misses a chance to remind everyone who wrote the luxury playbook.

The Renewed Deira Showroom: Where Mercedes Began In Dubai

On 27 January 2026, Gargash Enterprises officially reopened the renovated Mercedes-Benz Deira showroom. This showroom first opened way back in 1968, making it Mercedes’ first-ever showroom in Dubai and the second one in the UAE.

This means it is more than just another showroom refresh. Deira is where generations of UAE customers bought their first Mercedes, told their “back when cars had soul” stories, and built long-standing relationships with the brand. 

Gargash’s decision to modernise this specific location, despite already operating multiple showrooms, service centres, and even the world’s first Mercedes-Benz Brand Center says a lot. This is more about the story and heritage than just another new retail space.

The revamped space now follows the latest Mercedes-Benz MAR20X retail concept, designed to feel more immersive, personal, and premium, while still retaining the warmth and familiarity of a location that has served Dubai for decades. 

“The newly renovated Deira showroom brings a modern world-class Mercedes-Benz experience once again, in the very location where Gargash has been serving Dubai’s growing community since 1968. So many of our customers’ Mercedes stories first began at this very location”, said Shehab Gargash, Managing Director & Group CEO, Gargash Group.

The Region’s First MANUFAKTUR Lounge

One of the biggest upgrades inside the Deira showroom is the region’s first MANUFAKTUR Lounge. This is a dedicated space focused on Mercedes-Benz’s highest level of customisation. MANUFAKTUR is where Mercedes stops asking “what do you want?” and starts asking “how far do you want to go?” 

From bespoke exterior finishes to handcrafted interior detailing, it pushes personalisation beyond catalogue options and into near-coachbuilt territory. It’s a fitting addition to a showroom that now balances modern luxury with five decades of automotive history.

Celebrating 140 Years Of Mercedes-Benz: The Brand That Started It All

Just two days later, on 29 January 2026, Mercedes-Benz marked its 140th anniversary in Dubai at the Mercedes-Benz Brand Center. It was a part of a wider global celebration honouring the company that essentially invented the automobile.

The Dubai event featured a private screening of the global new S-Class Facelift reveal, alongside a curated Legacy S-Class Walk, showcasing how the flagship sedan evolved from stately executive transport into a rolling tech lab with massaging seats and mood lighting.

Mercedes-Benz’ 140-Year Timeline: Major Milestones

Zooming out globally, the milestone celebrates a timeline that reads like the greatest hits album of automotive history:

1886: Karl Benz patents the Benz Patent-Motorwagen, widely recognised as the world’s first true automobile, effectively inventing the car.

1890: Gottlieb Daimler and Wilhelm Maybach form Daimler-Motoren-Gesellschaft (DMG), advancing high-speed internal combustion engine development.

1901: The Mercedes 35 HP debuts, becoming the first modern car with a low centre of gravity, long wheelbase, and powerful engine, rewriting automotive design forever.

1926: Benz & Cie. and Daimler-Motoren-Gesellschaft merge to form Daimler-Benz AG, officially creating the Mercedes-Benz brand.

1936: Mercedes-Benz introduces the 260 D, the world’s first mass-produced diesel passenger car.

1951: The Mercedes-Benz W186 “Adenauer” launches, establishing Mercedes as the default choice for heads of state and political leaders.

1954: The Mercedes-Benz 300 SL Gullwing debuts with fuel injection and iconic upward-opening doors, becoming one of the most legendary sports cars ever made.

1959: Mercedes-Benz pioneers the crumple zone, revolutionising passive vehicle safety and influencing global crash safety standards.

1963: The Mercedes-Benz 600 Pullman launches, becoming the preferred limousine for royalty, dictators, celebrities, and power brokers alike.

1972: The S-Class nameplate is officially introduced, formalising Mercedes’ flagship luxury sedan lineage.

1979: The G-Class debuts, originally developed as a military vehicle — later becoming one of the most durable and iconic SUVs ever built.

1981: Mercedes-Benz introduces airbags and seatbelt pretensioners into production vehicles, setting new safety benchmarks.

1995: Electronic Stability Program (ESP) debuts, later becoming mandatory worldwide due to its life-saving impact.

1998: Mercedes-AMG becomes officially integrated into Mercedes-Benz, formalising its performance division.

2002: The Pre-Safe system launches, allowing cars to anticipate collisions and prepare safety systems in advance.

2009: Mercedes-Benz introduces Attention Assist, one of the earliest driver-fatigue detection systems.

2013: The Intelligent Drive concept previews semi-autonomous technology, accelerating the path toward automated driving.

2020: Mercedes-Benz unveils the EQS, redefining electric luxury and aerodynamics with one of the lowest drag coefficients ever recorded in a production car.

2021: Mercedes-Benz launches MBUX Hyperscreen, one of the largest and most advanced in-car digital displays in the industry.

2022: Mercedes-Benz becomes the first car maker to receive approval for Level 3 autonomous driving for public road use.

2024: Mercedes-Benz advances AI-powered infotainment, over-the-air updates, and digital luxury ecosystems, shifting from carmaker to tech-driven mobility brand.

2026: Mercedes-Benz celebrates 140 years of innovation, marking a legacy that spans inventing the automobile, redefining safety, shaping luxury, and pioneering future mobility.

The Refreshed Mercedes-Benz S-Class: The Benchmark Moves Higher

If the history flex wasn’t enough, Mercedes also rolled out the refreshed S-Class on the 29th of January 2026. The new S-Class rolled out at a grand event in Stuttgart, Germany.

The W223 facelift is one of the most extensive mid-cycle updates in the history of the Mercedes-Benz S-Class, with over 50% of components revised or replaced. Visually, it gains a larger illuminated grille, updated three-pointed star motifs with digital lighting, Ultra Range high-beam headlights, and subtle exterior refinements. 

Inside, Mercedes has upgraded MBUX with faster processing, improved AI-driven voice functions, richer rear-seat entertainment, and added premium touches such as heated seatbelts, and enhanced ambient lighting.

New Mercedes-Benz S-Class Specs & Features

Under the hood, Mercedes introduces updated M256 Evo 3.0-litre turbocharged inline-six engines for the S450 (381hp & 560Nm) and S500 (442hp & 600Nm). The higher S580 trim gets a 4.0-litre Twin-Turbo V8 with a flat-plane crankshaft, producing 530hp and 722Nm. 

Beyond engines, Mercedes has focused heavily on ride quality, intelligence, and real-world usability. The updated S-Class introduces predictive iDamping, which uses cloud-shared road data to pre-adjust suspension settings before encountering surface imperfections. Refinements to AIRMATIC air suspension, optional E-Active Body Control, enhanced rear-axle steering, and improved noise insulation further elevate comfort and stability. Read more about the new Mercedes-Benz S-Class here.

And while rivals keep pushing, tweaking, and challenging, Mercedes continues doing what it has always done best: reminding the world who started the race, and why everyone else is still chasing.

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