Mercedes-Benz at Pebble Beach Concours d’Elegance 2025: Tradition, Innovation, and a New Lap of Luxury

Every August, the world’s eyes turn to the Monterey Peninsula, where the Pebble Beach Concours d’Elegance transforms the 18th fairway of Pebble Beach Golf Links into the most prestigious automotive showcase in the world.

On August 17, 2025, the Concours returned for its 74th edition, bringing together the rarest, most celebrated vehicles ever built. For Mercedes-Benz, the event was both a stage for its history and a spotlight for its future.

It was also a milestone moment for Mercedes-Benz dealer and industry leader Todd Blue, CEO of LAPIS®, who presented the inaugural Lap of Luxury Award to honor the pinnacle of design, artistry, and heritage on the concours field.

A Legacy Intertwined with Pebble Beach

Mercedes-Benz is no stranger to Pebble Beach.

The marque has a remarkable history at the Concours, with more Best of Show awards than any other manufacturer. From pre-war masterpieces to post-war icons, Mercedes-Benz vehicles have consistently defined elegance and innovation.

Each year, the event reminds enthusiasts and collectors that the brand’s heritage is inseparable from the broader story of automotive excellence.

The Concours is not simply a display of classic cars. It is a competition rooted in authenticity, preservation, and design. Vehicles are judged on historical accuracy, condition, and style, and winning at Pebble Beach is considered the highest honor in the automotive world. For Mercedes-Benz, repeated recognition on this stage affirms a legacy of craftsmanship that continues into the present day.

Mercedes-Benz Heritage on Display

1928 Isotta Fraschini Type 8A SS Internal Guide Sport | Photo Source: LAPIS®

At the 2025 edition, Mercedes-Benz presented a curated collection of vehicles that spoke to its unmatched lineage. Visitors admired legendary pre-war grand tourers, iconic mid-century racing machines, and timeless convertibles that once defined luxury motoring. Each vehicle was restored to concours-level perfection, offering an intimate look at how the brand’s DNA has evolved over generations.

Collectors and enthusiasts marveled at the artistry of coachwork and engineering brilliance that have long defined Mercedes-Benz. From the elegance of the 1930s to the innovation of the 1950s and 1960s, the lineup illustrated a century-long pursuit of excellence.

Looking Toward the Future

Pebble Beach is not only about honoring the past. It is also a stage for unveiling what comes next.

In 2025, Mercedes-Benz North America showcased concept vehicles and innovations that point toward a future of sustainable luxury. Electric prototypes and design studies were displayed alongside classics, highlighting how tradition and innovation coexist within the three-pointed star.

The juxtaposition was striking. Just as the 300 SL once set a new standard for sports cars, the latest EQ models and forward-looking concepts signaled Mercedes-Benz’s leadership in the era of electrification. Guests left the fairway not only inspired by history but also eager to see the next chapter unfold.

An Immersive Experience

Throughout Monterey Car Week, Mercedes-Benz created immersive experiences for attendees. Special gatherings, private unveilings, and curated hospitality settings allowed clients and enthusiasts to engage directly with the brand.

These experiences went beyond automobiles, reflecting the Mercedes-Benz philosophy that luxury is not only about driving but also about lifestyle and connection.

For guests at Pebble Beach, the chance to explore these vehicles up close was unforgettable. From the rumble of a classic engine starting for the Tour d’Elegance to the silent presence of an electric prototype, every moment reinforced the brand’s vision of blending tradition with progress.

A New Lap of Luxury: Todd Blue’s Contribution

Todd Blue with the Lap of Luxury Award | Photo Source: LAPIS®

This year also marked a defining moment for the broader luxury automotive world. Todd Blue, founder and CEO of LAPIS® and a veteran of the retail automotive industry, presented the inaugural Lap of Luxury Award at the 2025 Pebble Beach Concours d’Elegance.

The award, created to recognize the ultimate expression of heritage, artistry, and personal meaning in the world of classic automobiles, was given to the CARDE Art & Design Museum of Brazil for its 1928 Isotta Fraschini Type 8A SS Internal Guide Sport.

For Todd Blue, the moment was deeply personal. “I have been going to Pebble Beach for over 20 years as a fan, collector, dealer, and exhibitor,” he said. “It was a tremendous honor to be an official sponsor this year and to bestow an award for the ultimate luxury show car to such an important place like The CARDE Art & Design Museum. I began my automotive career in the classic car world, so having the opportunity to participate in the iconic Pebble Beach Concours d’Elegance by creating an award is a true full-circle moment.”

As the owner of Mercedes-Benz of Northern Arizona and a respected leader in the luxury automotive industry, Blue’s role in presenting the award connected the values of Mercedes-Benz with the broader mission of Pebble Beach: celebrating timeless artistry, precision, and innovation. His words and presence underscored the fact that the Concours is as much about passion and preservation as it is about engineering brilliance.

Honoring CARDE of Brazil

The Lap of Luxury Trophy | Photo Source: CARDE

The CARDE Art & Design Museum, located in Campos do Jordão, Brazil, is home to one of Latin America’s most impressive automobile collections. With approximately 100 rare and iconic automobiles in perfect working condition, the museum tells the story of global automotive history as art and culture.

Receiving the Lap of Luxury Award for its 1928 Isotta Fraschini Type 8A SS was an honor not only for CARDE but also for Brazil’s presence on the global concours stage. A CARDE spokesperson noted, “For CARDE and for the Lia Maria Agular Foundation, winning this award goes beyond receiving important international recognition. It puts Brazil on the map of excellence in curation and restoration and shows that more than delighting in the museum, cars are means of transformation of the future.”

For Blue and LAPIS®, presenting this award reflected the company’s commitment to honoring artistry and innovation in luxury automotive culture. As Blue put it, “I hope to make the Lap of Luxury Award presented by LAPIS® an annual tradition at the Pebble Beach Concours d’Elegance. It was a thrill to present this inaugural award to CARDE, and I look forward to celebrating the winners of 2026 and beyond.”

LAPIS® and Leadership in Luxury

Founded in 2020 by Blue, Houston-based LAPIS® has quickly established itself as a diversified portfolio of companies dedicated to luxury, performance, and service. With investments spanning automotive and real estate, LAPIS® champions innovation while remaining deeply rooted in heritage. For Blue, who has won numerous top manufacturer awards since entering the retail automotive space in 2010, the Lap of Luxury Award was a natural extension of his lifelong passion for cars and the culture surrounding them.

The award, and Blue’s presence at Pebble Beach, offered an inspiring example of how leadership within the Mercedes-Benz dealer network extends beyond sales and service. It demonstrated how passion for the brand and its values can shape contributions to the global automotive stage.

A Reflection of Shared Values

What makes Pebble Beach unique is not only the cars but also the community it creates. Collectors, designers, and fans come together out of passion for excellence. These same values—craftsmanship, innovation, and timeless beauty—define Mercedes-Benz.

By supporting and participating in the Concours, Mercedes-Benz demonstrates its ongoing commitment to preserving automotive history while driving innovation forward. For leaders like Todd Blue, the event is also a personal celebration of the artistry and dedication that unite collectors, enthusiasts, and manufacturers. It is this balance of respect for the past and vision for the future that ensures Mercedes-Benz remains at the forefront of the industry.

Celebrating the Spirit of Excellence

As the 74th Pebble Beach Concours d’Elegance drew to a close, one truth remained clear: Mercedes-Benz is more than a brand. It is a tradition of excellence that has shaped the history of the automobile and continues to shape its future.

For those who attended, the Mercedes-Benz presence at Pebble Beach was more than a showcase. It was a celebration of artistry, precision, and progress. And with the introduction of the Lap of Luxury Award, it was also a moment to recognize leaders like Todd Blue, who carry forward the spirit of passion and heritage that Pebble Beach represents.

From the icons of the past to the innovations of tomorrow, Mercedes-Benz once again proved why it stands as a symbol of elegance at the most prestigious automotive stage in the world. With the Lap of Luxury Award now established as an annual tradition, the legacy of Pebble Beach—and Mercedes-Benz’s place within it—has grown even richer.