11/08/2026
14,000 experts, 36 markets, 1 immersive campus.
No standard classroom or static presentations, but an immersive experience: this was the Mercedes-Benz Global Training Experience in Vienna.
Since car buyers increasingly start their purchase journey online and through AI, this event focused on creating a deep brand experience, exclusive product insights, and technical expertise.
Over a period of 10 weeks, the purpose-built campus welcomed 14,000 professionals from 36 international markets. Spread across 6 connected venues, participants went through 9 interactive formats, ranging from live demonstrations to hands-on sessions.
From deep-dive expert sessions to the reveal of the latest models, including the Concept CLA Class. Across three days, the event was built around three key pillars: Knowledge, Conviction & Momentum.