By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
The Auto Magazine
  • Home
  • Auto Shows
    Auto ShowsShow More
    BMW and Alvaro Barrington celebrate hydrogen mobility at Art Basel in Basel 2025
    June 18, 2025
    MHB DEALER EXPO 2025 – A Premier Automotive Networking Experience
    June 17, 2025
    Entries Open for The Cape 1000 – South Africa’s Most Beautiful Drive Returns for 2026
    June 10, 2025
    Ulterio Motiv Toyota Land Cruiser 6×6 and 6×4 to invade Land Cruiser Festival
    June 3, 2025
    Maserati enthrals at FuoriConcorso with GT2 Stradale and MCXtrema
    May 14, 2025
  • Bikes
    BikesShow More
    Desmo450 MX: Production of the first Ducati Motocross bike begins
    May 28, 2025
    25YM Honda NC750X
    May 13, 2025
    BMW Motorrad presents the new BMW R 1300 RS
    May 2, 2025
    BMW Motorrad presents the new BMW R 1300 RT
    April 30, 2025
    Honda NC750X Named Winner in 2025 Red Dot Design Award
    April 10, 2025
  • News
    NewsShow More
    Porsche 963 cars raise 600,000 euros in Le Mans towards Racing for Charity
    June 20, 2025
    50 Years of BMW Art Cars and the BMW 3 Series at the BMW Museum
    June 20, 2025
    Ford Performance Returns to Pikes Peak with Electric Super Mustang Mach-E Demonstrator
    June 20, 2025
    Winners of ISUZU AI Innovation Challenge 2024 announced
    June 18, 2025
    Kia Tasman Blazes New Trail 
    June 18, 2025
  • Concepts
    ConceptsShow More
    TOYOTA GAZOO Racing unveils liquid hydrogen-fueled “GR LH2 Racing Concept” at Le Mans
    June 11, 2025
    FIAT unveils the manifesto Grande Panda 4×4
    May 20, 2025
    Renault 4 Savane 4×4 Concept makes its global debut at Roland-Garros 2025
    May 16, 2025
    Hyundai Motor and Plus Unveil Concept for Autonomous Hydrogen Freight Ecosystem at ACT Expo 202
    May 2, 2025
    Hyundai Motor Unveils the new IONIQ 6 and IONIQ 6 N Line
    April 5, 2025
  • Interviews
    InterviewsShow More
    24-hour race at Le Mans, the Nürburgring and Spa – triple marathon for Mercedes-AMG Motorsport
    June 10, 2025
    Kosmas “Dudie” Mamaloukos – The Formidable Racing Talent
    May 15, 2025
    Hi-Range Safari City
    Hi-Range Safari City – The Premier outfitter for 4×4 customization
    May 15, 2025
    BEHIND THE SCENES: ARCHIE RUTHERFORD ON WHAT IT TAKES TO BRING THE W2RC TO SOUTH AFRICA
    May 9, 2025
    Europe and China’s automotive future in a shifting global order
    May 5, 2025
  • EVs
    EVsShow More
    Polestar 3 OTA update introduces new Abbey Road Studios Mode exclusively for Bowers & Wilkins audio system
    June 18, 2025
    No Compromise Ford Ranger PHEV Brings Electric Power to Europe’s Best-Selling Pickup
    June 18, 2025
    Scania launches MCS rapid charging solution at EVS38
    June 18, 2025
    Ford Begins Capri and Explorer Battery Pack Assembly in Cologne
    June 17, 2025
    Special Envoy Launches XPress – SA’s First Full EV Courier Fleet
    June 11, 2025
  • Motosport
    MotosportShow More
    Commanding performance by Škoda at Rally Poland
    June 20, 2025
    Nissan Formula E Team ready for Jakarta return as Season 11 enters closing stages
    June 20, 2025
    Martin Prokop Becomes First Privateer for Ford Raptor T1+
    June 18, 2025
    The 2025 24 Hours of Le Mans in Numbers
    June 18, 2025
    Samantha Tan makes her debut in the MINI John Cooper Works at the Nürburgring
    June 18, 2025
  • Trucks & Buses
    Trucks & BusesShow More
    Scania launches MCS rapid charging solution at EVS38
    June 18, 2025
    Daimler Truck and Volvo Group launch Coretura
    June 17, 2025
    Volvo Trucks launches upgraded Volvo Dynamic Steering system to increase road safety
    June 17, 2025
    MAN starts series production of electric trucks
    June 17, 2025
    UD Trucks Southern Africa celebrates dealers breaking barriers at 2025 awards ceremony
    June 11, 2025
  • Reviews
    ReviewsShow More
    THE NEW HAVAL H6 SUV IS HERE, AND IT’S BUILT FOR BIG MOMENTS!
    June 18, 2025
    THE NEW PEUGEOT E-208 GTi MORE PLEASURE. MORE GTi THAN EVER!
    June 17, 2025
    New BMW XM options: maximum exclusivity and breathtaking performance.
    June 12, 2025
    The Audi Q5 e-hybrid: all-rounder with great electric range
    June 11, 2025
    Lotus introduces 2026 Emira V6 SE and Emira Turbo
    June 6, 2025
  • Tech
    TechShow More
    New Kia App provides European drivers with a unified digital experience
    June 17, 2025
    Abbey Road Studios Mode makes global debut in Volvo EX90
    June 17, 2025
    Audi develops the picking process of the future
    June 2, 2025
    Volvo EX90 LiDAR and smartphone cameras: What you need to know
    June 2, 2025
    VNC Automotive Partners with P3 to Enhance the SPARQ OS Platform
    May 29, 2025
Hot News
Commanding performance by Škoda at Rally Poland
Porsche 963 cars raise 600,000 euros in Le Mans towards Racing for Charity
Nissan Formula E Team ready for Jakarta return as Season 11 enters closing stages
50 Years of BMW Art Cars and the BMW 3 Series at the BMW Museum
Ford Performance Returns to Pikes Peak with Electric Super Mustang Mach-E Demonstrator
Latest News

ROLLS-ROYCE MOTOR CARS ANNOUNCES NEW REGIONAL DIRECTOR MIDDLE EAST & AFRICA

Motosport

Max Verstappen Wins Third Consecutive F1 Drivers’ World Championship

Motosport

Sérgio Sette Câmara to race for Nissan Formula E Team in Berlin

Latest News

Exciting changes underway at Mazda South Africa

Font ResizerAa
The Auto MagazineThe Auto Magazine
  • Home
  • Auto Shows
  • Bikes
  • News
  • Concepts
  • Interviews
  • EVs
  • Motosport
  • Trucks & Buses
  • Reviews
  • Tech
Search
  • Home
  • Auto Shows
  • Bikes
  • News
  • Concepts
  • Interviews
  • EVs
  • Motosport
  • Trucks & Buses
  • Reviews
  • Tech
Follow US
Crafted by Intellegere Media. © 2024 The Auto Magazine. All rights reserved.
Mercedes-Benz celebrates 30 Years of Automotive Innovation in Silicon Valley (Ola Källenius, Chairman of the Board of Management of Mercedes-Benz Group AG)
Mercedes-Benz celebrates 30 Years of Automotive Innovation in Silicon Valley (Ola Källenius, Chairman of the Board of Management of Mercedes-Benz Group AG)
Latest NewsTechnology

Mercedes-Benz celebrates 30 Years of Automotive Innovation in Silicon Valley

Itumeleng Garebatshabe
Last updated: January 14, 2025 12:11
By Itumeleng Garebatshabe
295 Views
5 Min Read
Share
5 Min Read
SHARE
  • Mercedes-Benz was the first automotive manufacturer to establish an R&D center in Silicon Valley 30 years ago
  • Mercedes-Benz Research & Development North America, Inc. (MBRDNA) has an impressive portfolio of cutting-edge technologies that have culminated in nearly 100 U.S. patents awarded to Mercedes‑Benz and its affiliated entities
  • Today, a powerhouse of more than 600 employees across six U.S. locations is pioneering the most desirable technologies from North America for Mercedes-Benz

Mercedes-Benz Research & Development North America, Inc. (MBRDNA), a Silicon Valley-headquartered research and development subsidiary of Mercedes-Benz AG, proudly celebrated 30 years of unrivaled technological advancements in automotive innovation.

The subsidiary’s history is a story of trailblazing industry firsts – first automaker to deliver full iPod music navigation, first German premium automotive manufacturer to bring Apple’s “CarPlay” infotainment system based on the iPhone into cars, first automaker in the U.S. to launch the Google “Send-to-Car” functionality in a vehicle, and most recently the first ChatGPT integration into selected Mercedes-Benz models via MBUX. For three decades, MBRDNA has served as an incubator of revolutionary ideas that have transformed the automotive landscape.

- Advertisement -
Ad image

“Innovation is at the core of our DNA. For 30 years now, MBRDNA has played an integral part in combining the most innovative technologies with Mercedes-Benz engineering excellence. Among other things, it is thanks to their ceaseless efforts that we’re ready for 2025 – and the years to come. And we’ve got the CLA and MB.OS right around the corner to prove it.” 
Ola Källenius, Chairman of the Board of Management of Mercedes-Benz Group AG

MBRDNA was first established in 1994, with the clear mission to arrange contacts and cooperative projects with other research institutions in the US and observe technological developments on site. From its early focus on information technology and microelectronics, MBRDNA has evolved into a pioneering force where German engineering excellence converges with Silicon Valley’s transformative innovation culture.

Today, MBRDNA plays a key part in solidifying Mercedes-Benz’s technological leadership, particularly in the fields of autonomous driving, AI experience, e-drive, and advanced exterior design. MBRDNA’s innovative footprint spans six strategic locations across North America – from Ann Arbor and Farmington Hills, Michigan, to Seattle, Washington, and throughout California in Sunnyvale, Long Beach, and Carlsbad – where more than 600 visionaries advance the brand’s legacy of engineering excellence. This 30-year milestone is not simply a marker of time, but a tribute to MBRDNA’s commitment to envisioning and engineering the most desirable cars for Mercedes‑Benz in North America.

“Our global Research and Development network plays an important role in creating the world’s most desirable cars. Today, digitalization and the electrification of the drivetrain revolutionize what this means. MBRDNA allows us to tap into Silicon Valley’s unique ecosystem of tech giants, startup companies, and world-renowned universities. This helps us to push the envelope in exploring ways in which AI can enhance our customers’ experience – from automated driving to hyper-personalization.” 
Markus Schäfer, Member of the Board of Management of Mercedes-Benz Group AG, Chief Technology Officer, Development & Procurement

30 Years of Innovation

Throughout its 30-year journey, MBRDNA has an extensive portfolio of cutting-edge technologies that have culminated in nearly 100 U.S. patents awarded to Mercedes‑Benz, including those now held by Daimler Trucks North America. For instance, MBRDNA’s dedicated teams have been instrumental in developing and certifying Mercedes‑Benz DRIVE PILOT, the world’s first SAE-Level 3 system for conditionally automated driving with internationally valid type approval within the U.S. Furthermore, MBRDNA reimagines the relationship between driver and vehicle through intuitive design principles.

By harnessing the power of artificial intelligence (AI), the team creates adaptive environments that learn, anticipate, and seamlessly cater to individual preferences, transforming complexity into user-centric simplicity. For example, the “Zero-Layer” and intelligent “Routines” feature learn user preferences to automate comfort settings. Now further enhanced by ChatGPT and GPT‑4o integration, the MBUX Voice Assistant delivers an even more intuitive and natural conversational experience, creating a truly personalized in-vehicle environment. Starting from the new CLA in 2025, MBUX Virtual Assistant will also integrate Gemini on Google Cloud and Google Places data, further enhancing the user experience on conversational POI search.

TAGGED:MBRDNAMBUXMercedes-Benz AGMercedes-Benz Research & Development North AmericaSilicon Valley

Sign Up For Daily Newsletter

Stay Updated! Get the latest breaking news delivered straight to your inbox.

By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
Share This Article
Facebook Whatsapp Whatsapp LinkedIn VKontakte Telegram Email Copy Link Print
Share
ByItumeleng Garebatshabe
Editor
Follow:
Itumeleng is the Managing Editor of The Auto Magazine. He is a tech and car enthusiast

Follow US

FacebookLike
XFollow
InstagramFollow
YoutubeSubscribe
TiktokFollow
TelegramFollow
Google NewsFollow
LinkedInFollow
- Advertisement -
Ad imageAd image

You Might Also Like

Technology

Mercedes-Benz improves MBUX with new feautures

By Itumeleng Garebatshabe
April 14, 2025
Technology

Mercedes-Benz announces cooperation with Tencent and Electronic Arts at Auto China 2024

By Itumeleng Garebatshabe
April 25, 2024
Reviews

The 2025 S-Class: more individuality, intelligence, and excellence with MANUFAKTUR, AI, and DRIVE PILOT

By Itumeleng Garebatshabe
April 4, 2025
Latest News

Mercedes-Benz AG and H2 Green Steel secure supply deal 

By Itumeleng Garebatshabe
June 7, 2023
Latest NewsTechnology

Mercedes-Benz teams up with Mastercard to introduce native in-car payments

By Itumeleng Garebatshabe
September 25, 2023

The Auto Magazine

  • Advertise
  • About Us
  • Contact
  • Privacy Policy
  • Terms of Use
  • Cookie Policy
  • Bikes
  • Electric Vehicles
  • Trucks & Buses
  • Auto Shows
  • Latest News
  • Motosport

Made by Intellegere Media. All rights reserved. 2023

Don't not sell my personal information
Join Us!
Subscribe to our newsletter and never miss our latest news, podcasts etc.

Zero spam, Unsubscribe at any time.
adbanner