Leading the world in luxury vehicles and innovative mobility solutions.
STARTUP AUTOBAHN was founded in 2016 by Mercedes‑Benz, formerly Daimler, in cooperation with the innovation platform Plug and Play, the research factory ARENA2036 and the University of Stuttgart. This has resulted in an entire innovation network around the globe - with programmes in the United States, China, India, South Korea and now also in Canada. Since its foundation, a growing number of industrial partners and startups from all over the world have benefited from the STARTUP AUTOBAHN. Several technologies from the network have already been integrated into Mercedes-Benz series-production vehicles.
As STARTUP AUTOBAHN team at Mercedes-Benz, we mediate between startups and Mercedes-Benz AG, combining specific technological expertise with comprehensive automotive expertise. The aim is to find out within a short period of time whether Mercedes-Benz and start-ups can join forces to form collaborations and partnerships. The strategic fit at Mercedes-Benz and the maturity level of a start-up technology are decisive here.
Take a deep dive into the projects of Mercedes-Benz AG which are represented at expo2025.
Project Teaser
STARTUP AUTOBAHN powered by Plug and Play
Project Teaser
STARTUP AUTOBAHN powered by Plug and Play
Project Teaser
STARTUP AUTOBAHN powered by Plug and Play
Project Teaser
STARTUP AUTOBAHN powered by Plug and Play
Meet the individuals who form the backbone of Mercedes-Benz AGs collaboration at STARTUP AUTOBAHN and their colleagues who join this years Expo experience.
The leadership team of Mercedes-Benz AG who is part of this years Expo.
Catch up on all the video content involving Mercedes-Benz AG at expo2025?
Keynote
Accelerating Innovation at Full Speed with Bertha Benz's Spirit
Join Katrin Lehmann, Chief Information Officer of Mercedes-Benz, at STARTUP AUTOBAHN expo2025 as she reveals how the automotive giant embraces innovation! Discover how Mercedes-Benz collaborates with startups and integrates cutting-edge AI across its entire operation, from software development and finance to R&D, HR, customer assistance, and even factory floors. Plus, get a glimpse of "Apollo," the humanoid robot being explored for future production lines.
Full Day, Side Event, Roundtable, Topic Deep Dive
expo2025: STARTUP AUTOBAHN powered by Plug and Play | Full Live Stream Recording
Missed the cutting-edge insights of STARTUP AUTOBAHN expo2025? Or eager to relive the experience? Immerse yourself in the future of mobility, production, enterprise, and sustainability! Catch up on the visionary discussions, witness groundbreaking startups, and gain invaluable insights from industry leaders like Mercedes-Benz, Porsche, and DXC Technology. Hear from esteemed speakers including Sascha Karimpour, Katrin Lehmann, Andreas Haffner, Saeed Amidi, and Kaveri Camire as they delve into the transformative power of AI, the evolving talent landscape, the importance of collaboration, and the future of the automotive industry. Explore how major corporations are seamlessly integrating with innovative startups, driving unparalleled innovation, and addressing critical challenges such as circularity and data utilization. Discover the latest AI applications, from accelerating software development to optimizing factory automation and enhancing customer assistance. This is your exclusive opportunity to reconnect with Europe's most successful open innovation platform. Access the full event recording now and be inspired by the pioneering spirit that is shaping tomorrow's world!
Pitch Session
About:Energy - Program Startup Pitch
Hendrik from Mercedes-Benz and Gavin from About Energy discuss their collaboration on battery technology. About Energy provides Mercedes-Benz with highly accurate, "white box" digital twin models of individual battery cells, enabling Mercedes-Benz to build in-house expertise in advanced electrochemical modeling and improve battery design virtually, saving time and effort.
Panel
The Software-Defined Vehicle: What’s the Value and Who's Driving?
This panel session explores the shift from hardware-defined to software-defined vehicles, discussing the new challenges and roles emerging for suppliers and software integrators. The panelists, including representatives from DXC Technology, STMicroelectronics, and Mercedes-Benz Tech Innovations, delve into topics such as customer excitement through over-the-air updates, the fundamental role of electronics in the future of software-defined vehicles, and the complexities of integrating software systems among various partners. They emphasize the importance of collaboration, open-source communities, and a "code-first" approach to accelerate software development and drive innovation in the automotive industry.
Pitch Session
Stardust - Program Startup Pitch
Stardust, in partnership with Mercedes-Benz, provides a global tool chain for labeling and solving AI-related problems for ADAS systems. They collect and annotate data using their AI-powered "Rosetta" system, which automates 70% of data processing, and use the "Morning Star" system for data processing and mining. Stardust has over eight years of experience, has participated in the mass production of over 70 ADAS cars globally, and has offices in Europe, the US, and Asia, with a Middle East launch planned.
Pitch Session
Zendar - Program Startup Pitch
Zendar, a California-based startup, is developing high-resolution radar sensor techniques to solve challenging scenarios like detecting stationary traffic, a person next to a car, or debris on the road from a distance. Their approach uses three mass-produced, low-cost standard radar sensors operated in a virtual network to achieve superior resolution compared to classical radar systems. They are seeking partnerships to integrate their technology, which generates a point cloud offering 10 times the resolution of an MR and four to five times better than an FR.
Pitch Session
Frickly Systems - Program Startup Pitch
Frickly Systems GmbH specializes in the development and manufacturing of electronic products for consumer, industrial, and automotive applications. The company offers comprehensive services, encompassing electronic engineering, software development, and product design, to deliver end-to-end solutions. Frickly Systems provides rapid prototyping and manufacturing, ensuring adherence to client specifications and delivering products from initial concept to final production.
Want to know where you can connect with Mercedes-Benz AG at expo2025? This agenda highlights all the specific times and locations they'll be present.
01:45PM
11:45 AM (UTC)
15 min
hosted with Mercedes-Benz AG
04:10PM
02:10 PM (UTC)
5 min
hosted with Mercedes-Benz AG, Cummins, About:Energy and Verne
04:15PM
02:15 PM (UTC)
15 min
hosted with DXC Technology, STMicroelectronics, Mercedes-Benz AG and Bosch
04:55PM
02:55 PM (UTC)
15 min
hosted with Bosch, OPmobility, STMicroelectronics, Motherson, Togg, Mercedes-Benz AG, Blueskeye AI, Seamless Digital, Sterntech, trinamiX, Buluttan, NevaXR and Zendar
05:20PM
03:20 PM (UTC)
10 min
hosted with Mercedes-Benz AG, Togg, Eberspächer, Porsche, Frickly Systems, Wyseye, pacemaker.ai, Neura Robotics and Humanoid Robots