For more than seven decades, the Pebble Beach Concours d’Elegance has stood as one of the world’s most prestigious celebrations of automotive heritage. 

First held in 1950, the event has grown from a modest gathering on the California coast into a global showcase where the finest classic and sports cars compete – not for speed, but for elegance, authenticity and historical significance. 

Each year, the famed 18th fairway of the Pebble Beach Golf Links is transformed into a museum, with the Pacific Ocean on one side and manicured greens on the other. As the ocean breeze drifts over polished chrome, and immaculate paintwork sparkles under the coastal sun, a discerning crowd of collectors, designers and enthusiasts gather to celebrate cars not merely as machines, but as cultural icons. 

Here, we share all the highlights from Pebble Beach 2025, with a look at some of the rarest and most special cars in the world.

Timeless beauty: Mercedes-Benz heritage on display

Mercedes-Benz – the most-decorated marque at Pebble Beach with a record of 10 Best of Show titles – was once again among the stars of this year’s event.

A curated line-up of classic models charted the evolution of the brand across more than a century of motoring. Iconic vehicles like the Mercedes-Benz 300 SL ‘Gullwing’ (famous for its upward-opening doors and advanced fuel injection), and Mercedes-Benz 540 K Special Roadster (which was awarded Best of Show at Pebble Beach in 2023), reminded visitors that innovation and opulence have long been intertwined in our DNA.

Our racing heritage was also proudly on display. On the legendary WeatherTech Raceway Laguna Seca, which first opened in 1957, the 1955 Mercedes-Benz 300  SLR and open-top 2009 Mercedes-Benz SLR McLaren ‘Stirling Moss’ vehicles featured in the ‘Silver Arrows from Stuttgart’ showcase – and were driven in several spectacular demo laps. 

In the Formula 1: 75th Anniversary class, the Mercedes-Benz W 196  R commemorated our return to Grand Prix racing in 1954, with Juan Manuel Fangio winning the world championships in 1954 and 1955. It stood alongside the Mercedes-AMG F1 W16 E PERFORMANCE, the vehicle driven by George Russell and Kimi Antonelli in the 2025 F1 racing season, marking the storied history of Mercedes-AMG in motorsport.

Joining the 100km Tour d’Elegance were two standout vehicles: the highly exclusive, special-edition Mercedes-AMG GT 63 4MATIC+ ‘APXGP Edition’ – recently unveiled to celebrate the release of F1: The Movie, of which Mercedes-Benz was the official automotive partner – and the 1910 Benz Prinz-Heinrich, which led the procession of 150 cars. An original meticulously restored by Mercedes-Benz Heritage, the Benz Prinz-Heinrich was awarded the Charles A Chayne Trophy for the most advanced engineering of its era.

Immersive experiences and cinematic storytelling

Beyond classic cars and stunning scenery, Pebble Beach is known for curating immersive experiences. This year, Mercedes-Benz introduced the Stargaze Theatre, a nostalgic ‘drive-in’ cinema set amid beachfront lawns. 

Classic film scenes featuring Mercedes-Benz vehicles – like the Mercedes-Benz 190  SL in High Society (1956) and the Mercedes-Benz M-Class in Jurassic Park (1997) – played on a large outdoor screen, while the actual vehicles stood in front of it, bringing cinematic history to life.

A fireside chat with director Joseph Kosinski and producer Jerry Bruckheimer offered first-hand insight into how F1: The Movie was brought to life, alongside displays of the fictional APXGP race car and exclusive AMG GT 63 ‘APXGP Edition’ – limited globally to 52 units.

A glimpse of the future

This year, Pebble Beach hosted three major Mercedes-Benz vehicle debuts:

• CONCEPT AMG GT XX: An electric four-door sports car concept powered by three axial-flux electric motors. It previews our upcoming electric vehicle architecture (AMG.EA) and underscores our vision for future performance.

• Mercedes-Benz Vision V: A preview of next-gen luxury limousines, built on the scalable VAN.EA platform. The concept transforms into a private lounge on wheels, with handcrafted materials, digital immersion and next-level comfort.

• Mercedes-Maybach S 680 Edition Emerald Isle: A limited-edition model drawing inspiration from California’s coastal beauty with special handcrafted details seen as mobile embodiments of luxury.

Together, these concepts convey the dual ambition of Mercedes-Benz: delivering high-performance electric vehicles whilst reimagining first-class automotive comfort in a digital age.

“Pebble Beach 2025 was a special experience,” said Marcus Breitschwerdt, CEO of Mercedes-Benz Heritage GmbH. “Around the Concours d’Elegance, at the Tour d’Elegance and in Laguna Seca, Mercedes-Benz presented the entire range of its portfolio, from history to the future and in line with our motto ‘heritage creates futureʼ.”

From our legendary history to future-forward prototypes, Mercedes-Benz delivered an unmatched narrative of innovation, design and legacy at Pebble Beach 2025.

Can’t get enough classic cars? Take a look inside our vintage car collection.