- A spectacular launch event, with vintage S-Class models on display, gave guests a closer look at the evolution of the iconic model.
- The event was attended by HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, Chairman of NBK Group, and HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director of Nasser bin Khaled and Sons Automobiles, alongside VIP guests, celebrities media representatives and influencers.
Doha, Qatar,14 November 2026: Nasser bin Khaled and Sons Automobiles, the authorised general distributor of Mercedes-Benz in Qatar, proudly launched the new Mercedes-Benz S-Class 2027 at a spectacular ceremony held at the Mercedes-Benz showroom in the NBK ONE Building in Msheireb.
The event was attended by HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, Chairman of NBK Group, and HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director of Nasser bin Khaled and Sons Automobiles, alongside VIP guests, celebrities, media representatives and influencers.
The evening featured a spectacular showcase and live show, as well as videos tracing the S-Class and its progress over the years. Within the showroom, a wide selection of vintage S-Class models was on display, offering guests a close-up look at the evolution of a model that has captivated drivers across generations.
The reveal of the new Mercedes-Benz S-Class in Qatar reaffirms NBK Automobiles’ longstanding partnership with Mercedes-Benz, which spans more than 60 years, and reflects its commitment to bringing the latest and most luxurious models from the world’s leading premium brand to the country. It continues the evolution of a model that has long been at the forefront of automotive innovation, setting benchmarks in luxury, engineering and technology. The new S-Class embodies this heritage, uniting the finest of Mercedes-Benz’s expertise and vision in one exceptional vehicle.
The launch of the new Mercedes-Benz S-Class in Qatar is particularly meaningful to Nasser Bin Khaled Automobiles, as Mercedes-Benz celebrates 140 years of automotive innovation. Since inventing the automobile, the brand has continued to shape the future of mobility through pioneering advances in engineering, safety, comfort and design.
Its arrival in Qatar forms part of the brand’s 140 Years of Innovation celebrations, honouring a legacy that began with Carl Benz’s invention of the automobile in 1886 and reaffirming Mercedes-Benz’s commitment to shaping the future of mobility.
HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director of Nasser bin Khaled and Sons Automobiles, said: “At Nasser Bin Khaled Automobiles, we are proud of our longstanding partnership with Mercedes-Benz and of our role as its authorised general distributor in Qatar. The new S-Class reflects our shared commitment to excellence, innovation and an exceptional customer experience. The S-Class has long held a distinguished position among Qatar’s luxury car enthusiasts, and we are confident that this latest model will build on that legacy through its unmatched blend of prestige, sophistication and advanced technology.”
“At NBK Automobiles, our commitment extends beyond introducing exceptional vehicles to delivering a premium ownership experience, backed by personalised service, technical expertise and dedicated aftersales care. We look forward to welcoming the new S-Class and seeing it further strengthen its position as an icon of luxury mobility,” he added.
Selvin Govender, Vice President and Director of Sales, Product, and Market Management at Mercedes-Benz MEA and SEA said: “Qatar is an important market for Mercedes-Benz, and our longstanding partnership with Nasser Bin Khaled Automobiles, spanning more than six decades, has been instrumental in building the strength of our brand and connecting us with generations of customers in the country. We are proud of this relationship and remain committed to delivering the highest standards of excellence and customer experience. The arrival of the new S-Class in Qatar marks another important milestone, bringing the most comprehensive update within a single generation of this iconic model. Combining refined performance, cutting-edge technology, exceptional comfort and extensive personalisation options, the new S-Class continues to redefine the standards of automotive luxury. Its launch in Qatar, as we celebrate 140 years of Mercedes-Benz innovation, reflects our shared ambition with Nasser Bin Khaled Automobiles to bring the very best of Mercedes-Benz to our customers in the market.”
The new Mercedes-Benz S-Class
The new Mercedes-Benz S-Class represents the pinnacle of luxury, innovation and automotive excellence, combining timeless elegance, intelligent technology and exceptional comfort in a flagship that continues to set the benchmark in its segment. With extensive design refinements, advanced digital capabilities and a renewed focus on the experience of driver and passengers alike, the latest S-Class embodies the spirit of progress that has defined Mercedes-Benz for generations.
Under the bonnet, the S 450 4MATIC is powered by a 3
0-litre six-cylinder petrol engine producing 381 hp and 560 Nm of torque, supported by a 48-volt mild-hybrid system that delivers an additional 23 hp boost. Paired with the 9G-TRONIC nine-speed automatic transmission, it accelerates from 0 to 100 km/h in 4.9 seconds, while Mercedes-Benz’s 4MATIC all-wheel-drive system combines assured traction with refined performance.
Exterior
From the very first glance, the new S-Class makes its presence felt through light, character and precision.
The most striking change is at the front. The radiator grille is around 20 percent larger and framed by three-dimensional chrome stars, while its illuminated surround gives the saloon an unmistakable signature, day or night. This emphasis on light extends to the headlamps, where DIGITAL LIGHT with projection uses micro-LED technology to deliver a 40 percent larger illuminated field and an ULTRA RANGE of up to 600 metres. Working alongside it, Adaptive Highbeam Plus keeps the road ahead fully illuminated without dazzling other road users, maximising visibility without compromising their comfort.
The car's technological sophistication is also evident from the outside
A new set of cameras, integrated into the front wings and mirror housings, offers the clearest exterior sign of the advanced sensing and assistance systems at work beneath the surface. The vehicle is also pre-wired for the illuminated Mercedes star, allowing the feature to be fitted at a later stage by the workshop.
The sense of occasion begins before the doors even open. On entry, the Mercedes-Benz name is projected onto the ground beside the car, while illuminated door sills complete a welcome that sets the tone for the journey ahead.
Interior
Inside, the S-Class offers a calm, tailored environment in which craftsmanship, comfort and technology work in perfect harmony.
For the driver, a new nappa leather steering wheel marks the return of physical controls to the rim. A rocker switch operates the Limiter and DISTRONIC, while a knurled roller adjusts the volume, enabling precise operation by touch and helping the driver keep their attention on the road.
Everyday convenience has been considered just as carefully. Dual wireless charging in the centre console allows two smartphones to charge side by side, with a concealed fan keeping them cool. Throughout the cabin, active ambient lighting offers 64 colours that respond to voice commands, climate settings and the assistance systems, ensuring the atmosphere on board reflects what the car is doing at any given moment. Air quality receives equal attention: AIR-BALANCE manages filtration, ionisation and fragrancing, using a fine particle sensor to monitor the cabin air and maintain a fresh, pleasant environment throughout the journey.
In the rear of the long-wheelbase saloon, passengers enjoy electrically adjustable seats with memory function and rear climate control, allowing each occupant to tailor their own comfort.
Digital Experience and MBUX
A new digital architecture places the car at the centre of an intuitive, connected experience for every occupant.
At the heart of this experience is MB.OS, a single operating system that spans every domain of the vehicle. With over-the-air updates supported across the entire car, the S-Class can continue to improve long after delivery.
At the front, the OLED Superscreen combines the central display with an OLED passenger display featuring a privacy function, allowing the front passenger to enjoy content without distracting the driver. The driver, meanwhile, benefits from the Head-up Display, included in the Advanced Plus package, which works with MBUX Augmented Reality navigation to place guidance directly in their line of sight.
Rear passengers are equally well catered for. High-End Rear Seat Entertainment features two rear screens with HD cameras and two headsets, supporting both entertainment and video calls on Teams, Zoom and Webex, and effectively turning the rear cabin into a mobile office. Three years of MBUX Entertainment are included, together with extended MBUX functions, while the Burmester 3D sound system completes the experience with immersive audio
Active and Passive Systems
Advanced sensing and intelligent assistance systems support the driver, and are designed to make every journey safer and more relaxed.
The S-Class perceives its surroundings through 27 sensors: ten cameras, five radar sensors and twelve ultrasonic sensors. Their data is fed into a central Intelligent Drive Controller, giving the car a comprehensive view of its environment and forming the basis for its assistance systems.
Building on this, the MB.DRIVE Standard package combines DISTRONIC, Blind Spot Assist and Blind Spot Assist Plus, lane keeping, emergency stop and an exit warning. Should an obstacle suddenly appear, the evasive steering function enables the car to steer around it and then stabilise itself, with Steering Assist providing additional support.
Manoeuvring is equally effortless
The Parking Package with 360° camera combines Parking Assist, reverse manoeuvring assistance and a rim protection warning, making tight spaces easier to navigate. Rear-axle steering reduces the turning circle by up to two metres, lending the long-wheelbase saloon remarkable agility, while AIRMATIC air suspension ensures a composed ride.
Test drive and contact
Customers can request a test drive of the new S-Class by visiting the Nasser Bin Khaled Automobiles showroom at the NBK ONE Building in Msheireb or by calling the Mercedes-Benz showroom on 4462 4444.