Mercedes-Benz Heritage – Marcus Breitschwerdt, CEO of Mercedes-Benz’s Heritage division, is credited with reshaping the company’s classic-car business into a scalable, customer-facing operation—linking restorations, parts, and premium experiences to measurable commercial value.
When Marcus Breitschwerdt talks about Mercedes, he doesn’t seem to pick between old and new. He moves from the Benz Patent-Motorwagen and the earliest trips taken by Carl and Bertha Benz in the 1880s to the company’s technical innovations of the 1950s. with the same bright conviction. Inside Mercedes-Benz Heritage. that attitude has turned the brand’s past into a business strategy—one designed not for museum vitrines. but for customers and future enthusiasts.
Breitschwerdt, the Heritage division CEO, frames the work as more than nostalgia. “Our tradition has been part of the brand’s identity since 1886, beginning with the very origin of automobility itself. It is not about nostalgia. but about a strategic compass: Heritage provides authenticity. credibility and clear direction for how the brand continues to create better solutions with outstanding quality. ” he said.
He argues the past has a practical role in the present. “Heritage can absolutely have a business case. especially when it is set up as a scalable. customer-facing business unit closely linked to sales. It strengthens our positioning by reinforcing brand value. price credibility and trust. while also providing authentic stories. design references and experiences that make new models more desirable and deepen loyalty.”.
That philosophy shows up across the company’s Heritage business model, which includes restoration, parts, trading and premium experiences. Spare parts are described as a major revenue driver. In many cases, older parts are remanufactured to Mercedes‑Benz standards through supplier partnerships and sold directly to customers.
Breitschwerdt also connects Heritage to more than purchases. “Heritage is not just brand stewardship; it is long-term commercial value creation with measurable interfaces to traffic, leads, community and the service business.”
The Heritage division under his leadership earned him a notable industry honor: Newsweek’s World’s Greatest Auto Disruptors Legacy of Disruption award. The award recognizes a Legacy category winner—an individual who has achieved transformative industry results over decades. The reporting credits Breitschwerdt’s multiprong approach for pushing Mercedes’ classic-car business further into the future. raising the profile and desirability of the brand’s historic cars.
He helped keep Mercedes’ historic vehicles in the public eye by pairing physical landmarks—such as the Mercedes-Benz Museum and the Classic Centers—with high-profile international appearances. Those include events like the Pebble Beach Concours d’Elegance, Goodwood Festival of Speed and the 1000 Miglia.
Breitschwerdt was also tapped for his business savvy to shape Mercedes‑Benz Heritage into a stand-alone operation. The role included oversight, consistent quality standards and a scalable, consumer-centric sales model. In the years that followed. the division’s reputation worldwide was built through growth of the Classic Partner network. improvements to parts supply and restoration services. an expanded presence in the U.S. and new ways to reach customers—through vehicle sales and authentication services. events. online experiences and carefully chosen acquisitions.
The company’s leadership praised the long arc of the effort. “For more than three decades. Marcus Breitschwerdt has been contributing to shape the Mercedes-Benz brand with great expertise. passion and clarity. In his current role, he ensures that 140 years of innovation strengthen our brand today and tomorrow. Because heritage creates future,” Ola Källenius, chairman of the board of management of Mercedes-Benz Group AG, told Newsweek.
The award, described as part of Newsweek’s World’s Greatest Auto Disruptors, also came with a clear selection process. To determine candidates. Newsweek’s Autos team—led by Senior Autos Editor Eileen Falkenberg-Hull—compiled a list across every major automaker in the award categories. Brands. teams and individuals were nominated based on cumulative merits for the past year. after combing through accomplishments in areas including future product planning. business strategy. technology. marketing. engineering. sustainability. manufacturing. community. research and development.
Candidates had to be employing executive decision-making. corporate strategy. product development and publicity in a way that drove fundamental. transformative change in the automotive market with measurable real-world results. or have clear and demonstrable potential to do so. The Legacy award honors an individual who achieved results over decades. Nominees were narrowed by Autos editors. and winners were chosen after consensus was reached amongst the Autos team and Newsweek top editors.
In the end. Breitschwerdt’s argument is straightforward: tradition has been central since 1886. but the way it’s used today—through restorations. parts remanufacturing. trading and premium experiences tied to sales and customer engagement—aims to keep Mercedes desirable long after the first ignition.
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