Mercedes-Benz has partnered with Roarington to create an innovative virtual replica of the Mercedes-Benz Museum that motoring enthusiasts will be able to visit in cyberspace.
Launched in 2023 by The Classic Car Trust, Roarington is a virtual-reality platform preserving automotive heritage as the industry shifts toward electrification.
The partnership between Mercedes-Benz and Roarington was announced after a memorandum of understanding was signed at the marque’s museum in Stuttgart on October 17, 2024 by TCCT founder and Roarington chairman Fritz Kaiser and Mercedes-Benz Heritage CEO Marcus Breitschwerdt.
“With over 13 million visitors since its opening in 2006, our museum is one of the most famous and popular automotive museums in the world. We aim to develop this concept further and extend it into the digital realm. Our partnership with Roarington offers a new dimension in presenting Mercedes-Benz Classic,” Breitschwerdt explained.
It’s hoped that bringing the Mercedes-Benz Museum into the virtual realm will increase its accessibility and introduce the marque’s heritage to a wider audience than would be traditionally possible.
Fritz Kaiser co-founded Vaduz-based Kaiser Partner, managing 20 billion Swiss francs through its wealth-management firm and private bank. The Swiss businessman is also deeply involved in the world of motor sport, having helped to launch the German Touring Car Championship in the 1980s before becoming the part-owner and chairman of Peter Sauber’s Formula 1 team between 1995 and 1999.
The Sauber connection perhaps explains 2007 World Champion Kimi Räikkönen’s involvement. Raikkonen raced for Sauber at both ends of his near-20-year F1 career, and he now lends his expertise to Roarington, setting benchmark lap times using Pininfarina and Zagato-developed simulators for players to beat.
“Roarington combines automotive heritage with state-of-the-art technology, creating new possibilities for collectors and ensuring that these iconic vehicles remain relevant and fascinating for future generations,” said Kaiser. “It’s a place where the global classic car community can experience their passion in a new dimension.”
You can visit Roarington here.
