Mercedes-Benz Innovation Marathon 2025
You will dive into a high-energy, creativity-driven environment, where innovation happens fast and ideas come to life. This is where innovation becomes action — and you are at the center of it.
Downloadable resources
Slides
Download or view all the presentation slides from the event
Pitching Platform
Official tool to be used for the Marathon pitching round
Assigned coaches
Download the complete directory of assigned coaches
Timer countdown link
An experience designed to inspire you, share ideas, and discover new ways of looking at change. Throughout the day, you’ll be part of an environment of learning and connection where innovation becomes a new way of thinking, creating, and collaborating.
Downloadable resources
Horizon Cards
Lovable (landing page creator)
Artlist (image/video creator)
Landing Prompt Template
Video Prompt Template
Pitch Template
Prototype Template
Journey Canvas Template
Moonshots Cards
Timer Countdown
The Horizons Framework
The Horizons Framework is a strategic model that helps organizations balance innovation across different time horizons.
- Horizon 1 focuses on improving and optimizing the core business and products of today.
- Horizon 2 explores emerging opportunities, such as new digital platforms or technologies that extend current capabilities.
- Horizon 3 envisions future disruptions — entirely new models, services, or experiences that could redefine the industry.
Event Schedule
SESSION – DECEMBER 2
9:00 - 9:30 am | Welcome & Breakfast
09:30 - 10:00 am
Kick-off Innovation Marathon 2025!
10:00 - 10:30 am
Coaches presentations
10:30 - 10:40 am
Group distribution
10:40 - 2:00 pm
Teamwork
2:00 - 3:00 pm | Lunch Break
3:00 - 5:50 pm
Teamwork
5:50 - 6:00 pm
End of the day
SESSION – DECEMBER 2
9:00 am - 9:30 am | Welcome & Breakfast
9:30 am - 10:00 am
Kick-off Innovation Marathon 2025!
10:00 am - 10:30 am
Coaches presentations
10:30 am - 10:40 am
Group distribution
10:40 am - 11:05 am
Meet the coaches
11:05 am - 2:00 pm
Teamwork
2:00 pm - 3:00 pm | Lunch Break
3:00 pm - 5:50 pm
Teamwork
5:50 pm - 6:00 pm
End of the day
SESSION – DECEMBER 3
9:00 am - 9:30 am | Breakfast
9:00 am - 1:30 pm
Teamwork
1:30 pm - 2:30 pm | Lunch Break
2:30 pm - 3:30 pm
Teamwork
3:30 pm
Milestone
3:30 pm - 4:00 pm
Pitch Essay
4:00 pm - 5:15 pm
Students Pitch
5:15 pm - 5:45 pm
Jury evaluation
5:45 pm - 6:00 pm
Innovation Marathon Awards
6:00 pm - 7:00 pm | Pizza Party
Event Schedule
MORNING SESSION: INSPIRATION & FOUNDATIONS
Learn, get inspired, challenge the status quo
09:00 - 09:30 am
Welcome & Journey Baseline (30')
- Projection of Mercedes Benz current customer journey
- Participants receive «journey passport» for insights
- Provocative question: «Which parts of this journey will disappear by 2035?»
09:30 - 10:15 am
Keynote: The Impossible Journey (45')
- Cases: Netflix, Spotify, Airbnb – industries that reinvented their journeys
- Key message: «Yesterday’s impossible journey is today’s standard»
10:15 - 11:00 am | Coffee Break (30')
11:00 - 12:15 am
Forces Reshaping the Journey (75')
Five transformative forces presented through external cases and journey impact: Lead facilitator: Remko Vermulen + sector experts (mobility, energy, others)
- Power Shift: Wallbox, Iberdrola, Ferrovial
- Code on Wheels: Taxdown (cerrado)
- Beyond Ownership: Cabify, Lynk & Co. Bipi.com
- Freedom on Demand: Waymo, Applus+ Idiada
- Green Loop: Patagonia, Moeve, Dcycle
12:15 - 1:00 pm
The Future Customer (45')
- Interactive presentation with live voting
- Who is the 2035 customer and what they expect
- 10 statements debate: True/False/It Depends
- Output: Shared vision of the customer to design for
1:00 - 2:30 pm | Lunch Break (90')
AFTERNOON SESSION: CREATION & CO-INNOVATION
Hands-on: from concept to prototype
2:30 - 2:45 pm
Horizons Framework (15') Introduction to three work horizons:
- Car-as-a-Product (Hardware, design, sustainability)
- Car-as-a-Platform (Software, AI, connectivity)
- Car-as-a-Service (Mobility, subscription, digital services)
2:45 - 3:55 pm
Future Journey Design Sprint (70')
Phase 1: Design Future Journey (35′)
- Each team creates «Journey Canvas 2035»
- Apply 1 horizon + 2 disruptive forces
- Map 6 journey phases: Discover > Engage > Activate > Live > Evolve > Renew
Phase 2: Moonshot Initiative (35′)
- Select ONE journey phase
- Develop concrete disruptive initiative
- Create Concept Poster with: initiative name, journey phase, forces applied, customer value, business impact, first step, visual sketch
3:55 - 4:15 pm | Coffee Break (20')
4:15 - 5:00 pm
Future Pitches (45')
- Shark Tank style presentations (7 min each)
- Investor panel: Mercedes management + facilitator
- Live voting: Most audacious / Most viable / Most customer-centric
5:00 - 5:20 pm | Closing (20')
5:20 - 6:30 pm | Cocktail (50')
Talent Garden C. de Juan de Mariana, 15, Arganzuela, 28045 Madrid