Objects of Desire

August 25, 2022

2022 Pebble Beach Concours d'Elegance

For the 71st year, an enthusiastic crowd of enthusiasts and customers returned to Pebble Beach, for a celebration of luxury: the Concours d’Elegance, considered one of the most prestigious events in the automotive world.

The theme of the event was “Objects of Desire,” providing an excellent opportunity to put our North Star Strategy into action showcasing Mercedes-Benz as the most desired electric luxury brand. Some of our dealer colleagues had the opportunity to join us in California and visit Mercedes-Benz of San Francisco and our new MB EVolution facility and brand standards. Media and influencers were invited to experience the latest from Mercedes-Maybach, the new SL and the Mercedes-EQ lineup.

Thursday: Pebble Beach Tour d’Elegance

An exhibition of elegance in motion, the annual Pebble Beach Tour d’Elegance features more than 150 Concours entrants seeking to prove they are roadworthy and gain an advantage in the Concours as they trace a scenic route on Highway One. The Tour begins in Pebble Beach, traces 17-Mile Drive, Highway 1 to Big Sur, and then returns to Pebble Beach to cross the Finish line. A car that successfully completes the Tour gets the nod if it later ties in class competition at the Concours. This year, Mercedes-Benz lead the Tour d’Elegance with the AMG SL 63 and one-off, C111.

Friday: Mercedes-Bens of San Francisco Experience

Mercedes-Benz of San Francisco opened their showroom doors for dealer colleagues to experience their newly renovated dealership following our new MB EVolution brand and facility standards. San Francisco is a short drive north of Pebble Beach, giving dealers attending Concours d’Elegance an opportunity to see the new design standards first-hand.

MB EVolution is MBUSA’s new state of the art facility program, focusing on creating a top end luxury environment, combined with state of the art digital technology, creating a seamless transition from online to offline. The flooring pattern creates a customer journey, that begins on one end of the dealership, where to customer is welcomed into a relaxed environment. A greeter starts the process and the customer encounters a series of digital touchpoints, that enhance and simplify the car buying experience. The vehicles in the showroom are oriented in a gallery like setting, with focused lighting -- displayed as pieces of art. The goal of the program is to make the customer feel the same luxurious environment and experience, when enter our dealerships as they do when they enter our vehicles.

Friday & Saturday: Mercedes-Benz President’s Cocktail Preview, Mercedes-Benz After Dark Party and Dinner

Sunday: Pebble Beach Concours d’Elegance & Mercedes-Benz Hospitality

Pebble Beach Concours d’Elegance is an automotive charitable event held each year on the Pebble Beach Golf Links in Pebble Beach, California. It is widely considered the pinnacle event of its kind and one of the most prestigious car events in the world. Mercedes-Benz offers hospitality throughout the event to invited dealers, owners, media, and guests from a special viewpoint of the Concours Field.