The 35-year-old Briton pointed to Finnish team mate Valtteri Bottas, handed the first laps in the sleek W11 auto at a private shakedown session at Silverstone circuit on Friday, when asked who would be his biggest challenger.
Meanwhile Max Verstappen, who could be one of Hamilton's closest challengers, had a run in the Red Bull auto for the upcoming season during a filming day at Silverstone on Wednesday.
Mercedes have won both titles for the past six seasons, an unprecedented feat, with Hamilton beaten only by now-retired team mate Nico Rosberg in 2016, but this season could be the toughest yet.
"It is my eighth year with the team and the buzz is the same every year", said six-time world champion Hamilton. He is definitely one of the best out there but he is not God.
"They couldn't be more excited or driven".
Hamilton said: "I find it amusing seeing that". "I've just always known to do my talking on the track. I tend to see that as a sign of weakness".
"The feeling I have, both physically and mentally, is on another level compared to past year".
"Everyone seems refreshed, revamped and ready for the challenges ahead".
"Success is taking each day at a time", Wolff said. We still have a lot of work to do'.
No details have been released just yet, but the vehicle appears to be an evolution of last year's W10, with hallmarks including a conventional front wing design, aerodynamic wing mirror shrouds and a large air box surrounding a triangular crash structure.
The rear bodywork is noticeably more tightly packaged for better airflow, and there is the usual complexity of airflow shapers behind the front wheels.
Ferrari, who earlier this week launched their vehicle for the 2020 campaign, have played down reports they are looking to bring in Hamilton, insisting they want to retain Sebastien Vettel alongside Charles Leclerc as their drivers for 2021. But their two rivals are hopeful of taking the fight to them.
Mercedes have launched the vehicle on which their hopes of maintaining their unprecedented sequence of Formula 1 success in 2020 rest.
And the former Toro Rosso team, who are being rebranded as Alpha Tauri this year, will unveil their vehicle in Austria on Friday evening.