Mercedes-Benz joins the Aura Blockchain Consortium of luxury companies

The German car manufacturer Mercedes-Benz becomes today Wednesday, May 18, the first and only manufacturer to join as a member the Aura Blockchain Consortium of luxury brands.


Aura Blockchain Consortium was established in April 2021 by LVMH, the Prada Group, Cartier of the Richemont Group, and then were joined in October 2021 by OTB Group. It is a non-profit association whose aim is to promote socially responsible, sustainable and customer-centric business practices throughout the life cycle of luxury products while leveraging blockchain and other technologies.


Mercedes-Benz has decided to join this collaborative concept, which will provide the automaker with cutting-edge blockchain and NFT technology that will elevate the customer experience to a new level in the short term and enhance the digital luxury industry. In addition, this technology will enable Mercedes to create its own original and unique digital artworks in the form of NFT.


The Aura Blockchain Consortium board members.


Aura Blockchain Consortium, along with the luxury industry, wants to raise the standards of innovation, transparency and blockchain technology as well as increase customer confidence in the sustainable practices and product sourcing of brands.


In the long term, the latter wants to pursue a strategy towards the metaverse and accelerate its development of NFT solutions for luxury brands. This is one of the reasons that convinced Mercedes-Benz to join this collaborative initiative by becoming its fifth member. Indeed, the German automaker wants to experiment with digital art in a vehicle through its UI/UX interface technology, which it considers an important strategic layer in the development and enhancement of the brand.


As a design team, we constantly strive to combine beauty with the extraordinary in every dimension. That’s why we’re pushing our digital luxury ambition with Crypto Art, as a new expression of our style and creativity. We use digital art to create desire in the car and beyond. Integrating it into the UI/UX interface is a future opportunity to differentiate the Mercedes-Benz luxury experience through the joy of the unexpected. It offers exciting potential for our design approach to exceed customer expectations with extraordinary and surprising elements – we call it the X-factor,” says Gorden Wagener, Head of Design at Mercedes-Benz.”


For her part, Daniela Ott, Secretary General of Aura Blockchain Consortium noted that, “We are delighted to welcome Mercedes-Benz as the fifth founding member, from a brand new sector of the luxury industry. This is a concrete step in our overall strategy to welcome all sectors of the luxury industry. The Mercedes-Benz name has been at the forefront of luxury innovation throughout its illustrious history. We are confident that the Mercedes-Benz team will make a tremendous contribution to our association and the development of unique cutting-edge technology through the significant opportunities offered by our solutions in our upstream, downstream and NFT businesses”.


Finally, for their part, the former founding members of the Aura Blockchain Consortium are naturally pleased to have Mercedes-Benz join the Consortium and include this company in their cross-industry collaboration.





Featured Photo : © Mercedes-Benz


The editorial team
The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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