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    Don’t Call Mercedes-Benz’s Vision V Concept A Minivan

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    By Contributor,Sasha Lekach

    Copyright forbes

    Don’t Call Mercedes-Benz’s Vision V Concept A Minivan

    The Mercedes-Benz Vision V is a grand limousine with an electric powertrain.
    Mercedes-Benz

    Mercedes-Benz took a recent sponsorship opportunity to show off its newest concept vehicle, the Vision V.

    After first debuting in April and making stops throughout California in August, the Mercedes concept van made it to the Laver Cup tennis tournament held earlier this month in San Francisco. Mercedes is a brand partner at Chase Center in SF and was the official vehicle of the tennis event held at the venue for 2025.

    The throwback grille is a new look for the Mercedes-Benz Vision V.
    Mercedes-Benz

    At a fan zone outside the arena, the Vision V was on display throughout the tennis weekend with its flashy retro-styled front end featuring 250 lights on the grille and 190 more on the headlight bar (the rear has 450 more lights). Inside, a 65-inch flex screen TV from LG showed off the luxury interior, complete with silk ceilings and burr wood throughout and seven projectors for a 360-degree viewing experience.

    The interior showcases the “grand limousine” flavor of the Vision V.
    Sasha Lekach

    The concept version of the van emphasizes what Mercedes calls a “grand limousine” with spacious seating for two in the main cabin (a partition separates the passengers from the front driver cab). A family-friendly configuration will be available when the Vision V goes into production in 2026.

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    The Vision V will be available as the VLE electric van and larger VLS—both are intended to be chauffeur vehicles, but can serve as a more traditional van. A Mercedes rep at the event said the Vision V will establish a new segment in the U.S. market and “complements” the Mercedes lineup—especially the Sprinter van (and eSprinter) and the Germany automaker’s growing portfolio of EVs. The Vision V will serve as a revival of sorts for Mercedes’ van segment in the U.S. after the Metris passenger van was discontinued in 2023.

    A 65-inch screen makes the Vision V an entertainment space and a van.
    Sasha Lekach

    Although it is clearly a van, Mercedes is working hard to keep the Vision V separate from the electric and traditional minivan segment. And for good reason. Robby DeGraff, product and consumer insights manager at AutoPacific, an automotive research firm, confirmed demand is low for electric minivans.

    In the research firm’s recent 2025 Future Attribute Demand study, only 4% of future minivan buyers said they wanted a battery-powered vehicle.

    DeGraff noted price stands out in the van segment. “Price sensitivity is really important when it comes to families shopping for a minivan,” he wrote in an email. The inflated price (upwards of $60,000 to start) for Volkwagen’s ID. Buzz electric van was a clear indicator that minivan shoppers have a limit around $50,000.

    Pricing for the future Vision V hasn’t been release yet, but the eSprinter starts in the mid $60,000s and the luxury G-Class SUV starts around $150,000. As a concept, the Vision V leans more into the G-Wagon luxury segment with its lounge seating, floor-to-ceiling Nappa leather interior, 42 speaker system, privacy windows, a hidden chess board and other classy touches throughout.

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