TCCT Forum 2024: Mercedes-Benz and Roarington Unite Heritage with the Digital Future

Seeing the two logos, both round and of the same size—one long associated with prestige, the other pointing to a future already among us—welcoming guests at the TCCT Forum in Stuttgart was an interesting prelude. The majestic Mercedes Museum, where the evolution of our civilization is depicted through cars since 1898, hosted this meeting, which became a showcase of the technological sophistication of the digital era. All of this took place under the iconic Mercedes three-pointed star, enclosed in a symbolic steering wheel. The other logo, inspired by a steering wheel as well and displaying Roarington’s “R”, is also tied to the great history of automobiles but with a significant difference: it brings them to life using tomorrow’s technology. As a digital revolution, it offers classic cars a new life—letting people discover, appreciate, and even drive them. This opportunity is available not only to enthusiasts but also to new generations who are already digitally native.

In the refined hall of the Mercedes Museum, dedicated to the TCCT Forum, two key figures were present: Marcus Breitschwerdt, CEO of Mercedes-Benz Heritage, and Fritz Kaiser, chairman of The Classic Car Trust and Roarington.

Marcus Breitschwerdt, CEO of Mercedes-Benz Classic, and Fritz Kaiser, chairman of The Classic Car Trust and Roarington.

During his speech, Fritz Kaiser highlighted the mission of this new automotive world where history and the future converge: “Roarington combines automotive heritage with state-of-the-art technology, creates new possibilities for collectors, and ensures that these iconic vehicles remain relevant and fascinating for future generations. Roarington is the place where the legendary treasures of automotive history meet the streets and racetracks of the future. It is a place where the global classic car community can experience its passion for times gone by in a completely new dimension."

Markus Gross, Professor of Computer Science at ETH and Chief Scientist at The Walt Disney Company, who is actively involved in the program, delivered a fascinating presentation on what Roarington is developing. Supported by impressive videos demonstrating advanced technology, he illustrated the latest developments in artificial intelligence, the metaverse, and digital humans—virtual entities powered by AI and large language models. Gross concluded by emphasizing how Roarington’s platform stands out as a unique solution for creating immersive and globally accessible museum experiences.

Markus Gross, Professor of Computer Science at ETH and Chief Scientist at The Walt Disney Company, demonstrates the potential of avatars, real digital humans.

Closing this ideal circle were Marcus Breitschwerdt and Formula 1 World Champion Kimi Räikkönen, in his role as partner and ambassador of Roarington. The Mercedes-Benz Heritage CEO was clear and precise in his objectives: “With over 13 million visitors since its opening in 2006, our museum is one of the world’s most famous and popular automotive museums. We aim to further develop it conceptually and, looking to the future, also digitally. Our partner Roarington is currently creating a platform for the digital representation of the real world surrounding classic cars and their protagonists. Integrating Roarington’s luxury cars into the metaverse offers us an entirely new dimension for presenting Mercedes-Benz Heritage. We can literally expand our digital potential.”

The active conclusion behind the wheel of simulators was all about Kimi Räikkönen, Roarington’s new ambassador. All of this happened on Thursday, October 17th, when the first stone was laid for an exciting partnership. Our pages will proudly inform you about this promising journey into the world we’ve always dreamed of.

Kimi Räikkönen behind the wheel of the Roarington simulator, customized with the Mercedes-Benz 300 SL No. 417 livery, which won in the GT Class at the 1955 Mille Miglia.