Continued success for Mercedes-Benz Museum
Recent new car releases ..... here
Upcoming new car releases ..... here
8th January, 2012
The total number of visitors to the Mercedes-Benz Museum rose once again
in 2011, to approximately 701,000. On the year marking the automobile's 125th anniversary, the visitors came from 175
countries worldwide. The newly designed Legend 6 exhibition room and the special 'Art & Stars & Cars' exhibition
additionally attracted new target groups to the Mercedes-Benz Museum. Almost 4,000 guided tours were conducted in ten
"Since the opening in May 2006, over 4.2 million people have visited the Mercedes-Benz Museum," says Michael
Bock, head of Mercedes-Benz Classic. "One hundred and twenty five years after its invention, the automobile retains
its special fascination to this day – the figures speak for themselves. We are particularly pleased about the high
proportion of international visitors. Once again this year, almost a third of our guests came from abroad. This
international appeal is attributable both to the anniversary year of the automobile and to our extensive programme in
Mercedes-Benz E 350
Lexus IS 250C
Mercedes-Benz SL 600
Aston Martin V8 Vantage
People from all over the world flock to see the first ever automobile
The visitors from a total of 175 countries reflect the international character of the Mercedes-Benz Museum. In 2010
visitors came from 158 countries. The share of international guests has risen by almost half in recent years, to 27 per
cent. The majority of guests came from Germany, followed by China, USA, France and Switzerland. There has been a sharp
increase in the number of Chinese guests since 2009, resulting in a steady climb for China from fourth to second place
in the visitor rankings.
How did the visitors become aware of the Mercedes-Benz Museum? While almost 40 per cent relied on recommendations
from friends and acquaintances, 7 per cent of visitors stated that they had been prompted to visit the museum by the
increased media coverage in the anniversary year.
Many of the guests visited the Mercedes-Benz Museum for the first time in the year marking the 125th anniversary of
the invention of the automobile. The top rankings from regular visitor surveys in 2011 confirm the guests' satisfaction,
with over 90 per cent of all visitors stating that their expectations had been surpassed and 98 per cent confirming that
they would recommend the Mercedes-Benz Museum. Two thirds of all visitors spent more than three hours at the automobile
exhibition covering 16,000 square metres.
Group visitors and children's programmes on the increase
Almost 4,000 guided tours in 2011 marked a new record for the Mercedes-Benz Museum. The classic Automobile guided
tour, carried out in a total of ten languages, remains the leading attraction. Exclusive after-hours tours in the
evening, guided tours of the Untertürkheim and Bad Cannstatt engine factories and the special guided tour of the 'Art &
Stars & Cars' exhibition also proved very popular.
The Mercedes-Benz Museum has also become even more attractive destination for groups: over 5,000 groups comprising a
total of over 100,000 persons visited the exhibition – more than ever before. In addition, over 1,900 school classes
took advantage of the educational programme in the GeniusCampus area for children and young people. Another programme
offered by the GeniusCampus enjoyed particular popularity, with almost 1,000 children visiting over 80 children's
birthday parties held at the Mercedes-Benz Museum. The new programme "Motor mechanics for adults" also became firmly
established, with over 100 workshops offering almost 850 participants an opportunity to learn more about present-day
Outstanding exhibitions and events in 2011
For the inventor of the automobile, the anniversary marking 125 years of the automobile played a major role this year,
as the Mercedes-Benz Museum is the only venue in the world where visitors can take in the entire history of the
automobile – from Benz's patented motor car dating from 1886 to futuristic vehicle studies.
The year kicked off with the opening of the new exhibition room Legend 6, ‘New start – the Road to Emission-free
Mobility’. The new exhibition room grants visitors an insight into the future and outlines the drive technologies of
tomorrow. The future is on hand already for visitors arriving at the Mercedes-Benz Museum by e-vehicle, with six electric
charging stations offering free electric power to replenish the vehicles' batteries during visits to the museum.
The special exhibition 'Art & Stars & Cars' shows the museum in a similarly pioneering and innovative vein. This first
art exhibition at the Mercedes-Benz Museum was conceived in collaboration with the Daimler Art Collection. A highlight of
the exceptional exhibition comprising over 120 works was Andy Warhol's legendary Cars series, which was produced
25 years ago on the occasion of the car’s centenary. The Mercedes-Benz Museum also celebrated its fifth birthday in the
middle of the anniversary year, on 22nd May 2011. This proved one of the busiest days of the year, drawing over 5,000
guests. The museum's summer season revolved around firm favourites such as the jazzopen stuttgart, the Mercedes-Benz
Lounge and the Open Air Cinema programme – this year featuring the drive-in cinema event for the first time, which sold
out in next to no time. Families with children were able to take part in Universal Children's Day at the Mercedes-Benz
Museum in September, while the collectors' fair in November offered brand aficionados another opportunity to pick up some
gems. This year, the Mercedes-Benz Museum once again offered events tailored to visitors with special needs – most
recently on the Day of People with Disability in December.
2012 – spotlight on the Mercedes-Benz SL
"It will be a challenge to top 2011," observes Michael Bock. "But we have ambitious plans for 2012 and some
great exhibitions in store. For the Mercedes-Benz brand, the first half of the year will centre on the new SL. At
Mercedes-Benz Classic and at the museum we will be highlighting the 60-year history of the legendary SL series with
special events and a major exhibition. All the models in one room – that will be a spectacle not to be missed. I am also
looking forward to the 2012 Stuttgart Festival of Animated Film. As a partner to the festival, we will be presenting a
special award – again focusing on the topic of 60 years of the SL."
The special exhibition 'Timeless – 60 years of the Mercedes-Benz SL' will begin on 24th January 2012 and run until
2nd September 2012 (closed Mondays).
The Mercedes-Benz Museum is located in Stuttgart, Germany.