In the year of the 125th anniversary of the automobile, an important gap has now been closed in the life story of Carl Benz, and therefore also in the corporate history of Daimler AG. The latest historical research suggests that the inventor of the automobile was born in a guesthouse at Rheinstrasse 22 in the Mühlburg district of Karlsruhe. The place of his birth had remained previously unknown. However, the house no longer exists, having been knocked down in the 1950s to allow for the widening of Rheinstrasse. The site is today occupied by a department store with adjoining car park. It is planned to erect a small memorial to the inventor in the direct vicinity of the site.
Carl Benz was born on 25 November 1844. His birth was recorded in the church register under the Germanised surname of his mother, Josephine Vaillant: Carl Friedrich Michael Wailand. It was not until one year later, on 16 November 1845, that Carl’s mother married his presumed father, Johann Georg Benz, in the Catholic parish church of St. Stephan. His mother worked as a maid in Karlsruhe from 1833 up until two months before the birth of her son.
This latest evidence is the result of exhaustive new research conducted by the municipality of Karlsruhe, which involved a search of the relevant church registers by the historian Dr Peter Pretsch , director of the local municipal museum at the Municipal Archive and Historical Museums section. Piece by piece, the names of the godfathers revealed a chain of clues: Karl Axtmann, a master shoemaker, and Michael Kramer, a “burgher, innkeeper and brewer”. Axtmann was a relative, because Carl Benz’s paternal great-grandmother was called Axtmann. It is assumed that Axtmann was instrumental in obtaining accommodation for the heavily pregnant Josephine Vaillant at the guesthouse owned by Michael Kramer at Rheinstrasse 22. As home births were the norm in those days, it is reasonable to conclude that this was the place where Carl Benz was born. Kramer’s guesthouse was later given the name “Stadt Karlsruhe”.
After their wedding, Josephine and Johann Georg Benz moved with their child to Erbprinzenstrasse 13 in Karlsruhe – another finding to emerge from the latest research, discovered in this case with reference to the 1846 street register. Benz was an engine driver with Baden Railways. Being required to perform his work in the open cabs of the steam locomotives of those days, he contracted pneumonia, from which he died in the summer of 1846 – not quite two years after the birth of his son. Thereafter, his widow provided board and lodging in Karlsruhe to students from the polytechnic school in order to finance her son’s studies.
Carl Benz first attended the scientific grammar school in Karlsruhe. Aged 15, he passed the entrance examination for the polytechnic school on 30 September 1860. Four years later, on 9 July 1864, he successfully completed his studies, after which he began work as a mechanic. Having moved to Mannheim in connection with his work, he married Bertha Ringer on 20 July 1872. In 1885 h e built his first petrol-engined automobile, a three‑wheeler, for which he filed a patent application on 29 January 1886 (German Imperial Patent No. 37.435). The patent specification may be considered the birth certificate of the automobile. Carl Benz died on 4 April 1929 in Ladenburg. Consequently, he lived long enough to witness the triumph of his invention – in contrast to Gottlieb Daimler, who died as early as 1900.
125 years ago the Kaiserliche Patentamt (Imperial Patent Office) in Berlin granted Benz & Co. in Mannheim the patent No. 37,435 for a “vehicle with a gas engine drive system”. This patent is see as the birth certificate of the automobile. “Patentirt im Deutschen Reiche vom 29. Januar 1886 an” – “patented in the German Empire from 29. January 1886 on”: thus reads the document; and that very day the automobile’s triumphal march began that was to change the world to an unimaginable extent. The Federal Finance Ministry is issuing a special postage stamp and a special coin to celebrate the automobile’s 125th birthday.
The special postage stamp shows the first motor car in the world, with a drawing of the patent of 29th January 1886 as a background. The stamp has a denomination of 55 cents and will be available at all Post Offices and agencies from 5th May 2011 on.
From 9th June 2011 on a special commemorative coin “125 years of the automobile” with a denomination of 10 euros, will be issued, available in banks and savings banks. With a dynamic, modern graphic design based on the circular shape on the steering wheel, both obverse and anverse deal with the theme of individual mobility such as that which the motor car makes possible.
Official presentation of both commemorative editions by the Federal Finance Ministry is to take place in Berlin on June 7, 2011.
Transcending space and time reaches a new dimension with the Benz patent motor car. Carl Benz’s invention is the world’s first automobile, which through its autonomy and availability created the foundation for the individualisation of transport. Starting with the Benz patent motor car, the new means of transport opens up for broad segments of the population broad new horizons and countries undreamed of until then. The associated fascination remains unbroken to this day. And the transport of goods and passengers experiences a dramatic change thanks to the flexibility, performance and economy of the automobile.
The same year as Carl Benz, Gottlieb Daimler builds his first automobile. On 8. March 1886 he orders a carriage from carriage construction factory Wilhelm Wimpff & Sohn in Stuttgart. He has his compact, fast-running petrol engine installed in this carriage. Daimler’s focus is on motorising transport on land, on water and in the air, he never loses sight of the universal application possibilities of the engine he has invented.
The real invention of Carl Benz, who had already carried out his first test runs in October 1885 with his three-wheeled patent motor carriage under exclusion of the public, was the self-sufficient, closed concept of an autonomously driven motor car. It is the first comprehensively conceived automobile – engine, chassis and drive system are exactly adapted and adjusted to each other, forming a unity. The first automobile in the world has a horizontal single-cylinder engine that produces an output of 0.75 hp (0.55 kW) from its displacement volume of 954 cc at a speed of 400 rpm. It can reach a top speed of 16 km/h.
At first, Benz trusts a single front wheel, because he sensibly considers the kind of front-axle steering system used in carriage construction, the turntable steering, to be a technical dead-end alley. It is only after Benz himself invents and patents a “carriage steering mechanism with steering circles tangential to the wheels”, that he builds a four-wheeler from 1893 onwards. With his models Victoria and Vis-à-Vis he returns to typical carriage build, but with the “engine velocipede” a year later, he produces the first automobile of the world made in large-series production.
The patent motor car has its public maiden journey on 3. July 1886 on the Ringstraße in Mannheim. Newspapers report enthusiastically about the event. Benz does not remain idle, satisfied with the first version; he develops the three-wheeler further in several steps, makes it marketable and even builds it in series. And with the vehicle he enjoys international success because he sells it – in particular – abroad. With this Benz is far head of all those other inventors who never manage to go beyond the research stage.
Mercedes-Benz is introducing an exceptional range of products to mark the 125th birthday of the motor car. Highlights include specially created, top-class models of legendary vehicles produced by the Stuttgart-based premium brand. Other unusual, high-quality accessories are also designed to reflect the 125 year history of the inventor of the motor car.
Join Mercedes-Benz in exploring the fascinating story of the motor vehicle. To mark the anniversary Mercedes-Benz is introducing a selection of miniature models commemorating milestones in the company’s history. Scale 1:43 – the scale preferred by collectors – allows precise replication of the fine details which shape the look and character of the vehicles.
These remarkable models include the Benz Patent Motor Car from 1886. This finely wrought three-wheeler can proudly claim to be the first motor car in history and to have paved the way for individual mobility. No less famous is the Mercedes Simplex 40 hp from 1902, a vehicle which already featured the essential components of a modern car and, thanks to simple controls, did not require any specialist knowledge on the part of its driver. Naturally the 125! years of innovation selection also includes design icons such as the Mercedes-Benz 500 K Special Roadster from 1936, with its boldly curved wings, and the 300 SL Gullwing Coupé from 1955, a model which is still admired around the world today. Other stylistic milestones include the elegant 1972 S-Class and the contemporary Mercedes-Benz CLS.
The exceptional models are all available in a limited edition of 1,250, making them set to become sought-after rarities. The miniatures are supplied in special box packaging, along with a booklet on the history of the vehicle and a metal badge featuring a serial number. The price: EUR 49.90*.
Alongside the fascinating car models, the Mercedes-Benz 125! years of innovation selection includes other products which stylishly mark the 125 year anniversary. These include a polo shirt, a cap, a silver-plated key ring and a mug in exclusive Ritzenhoff design. Recurring features include a black, white and silver colour scheme and the “125! years of innovation” lettering. The vehicle silhouettes depicted on the products – the Patent Motor Car, the 300 SL and the CLS – tell the history of the motor car and represent a combination of tradition and innovation.
Mercedes-Benz Classic will be featuring several highlights at this year’s Retro Classics 2011. Being that 2011 marks the 125th birthday of the motor car, the German manufacturer will display four fascinating milestone vehicles from its collection. All four of these models are representative of automobile mobility: a Benz Patent Motor Car, the world’s first automobile dating from 1886; a Mercedes-Benz 500 K special Roadster (model series W 29) dating from 1934; a Mercedes-Benz 220 SE Coupé (W 111), model year 1961; and finally the latest research vehicle, the F 800 Style, which premiered in 2010.
As a trade show for classic cars and automotive culture, Retro Classics is one of the most important events of its kind. The Retro Classic event will take place for the eleventh time in southern Germany in the city of Stuttgart. Between March 11 and 13, 2011 (the preview will take place on March 10th), 1,300 exhibitors will display more than 3,000 vehicles for the public. The heart of this historic automotive exhibition arena is the 540-square-metre exhibition area used by Mercedes-Benz Classic in Hall 1, where both collection and sale cars will rub shoulders with each other.
“For Mercedes-Benz Classic it is important here in particular – in the home of the company – to have a strong presence”, explains Michael Bock, Head of Mercedes-Benz Classic. At the same time it is all about making the fascination surrounding the brand come alive.
In addition, the latest vehicle offerings will also boast a further highlight: in spring the new Mercedes-Benz C-Class Coupé (model series C 204) is celebrating its world premiere and is all set to enhance the product portfolio comprising these elegant vehicles – as a result, when it comes to the sale cars at Retro Classics, Mercedes-Benz Classic is placing the focus squarely on coupés. Three classics will therefore be on display: the Mercedes-Benz 280 SLC (model series C 107, model year 1981), the 230 CE (C 123, 1982) and the E 220 Coupé (C 124, 1993). The Mercedes-Benz Museum Shop will also be represented with a large sales stand, this year featuring the “125! years of innovation selection”.
Yet another highlight of Retro Classics will be the stand design, for which the Mercedes-Benz design division has opened up its archives to lend the vehicles on display an additional historic touch courtesy of some bonus historical items. These will include product drawings dating from the 1930’s, as well as some interpretations from the 1950’s and also images from the present day. To highlight the various eras visually, the drawings are being displayed in contemporary frames. The different types of drawings also afford a feeling of how the developers and designers viewed the vehicles of the near future at different periods in time. A monitor showing films will also provide insights into the world of Mercedes-Benz design today, while the F 800 Style show car points the way forward towards the direction in which the brand’s future design may be heading.
As an appropriate link between the present day and the birthday of the motor car, a brochure on the Benz Patent Motor Car will also be available. Forming part of the “125! years of the motor car” anniversary campaign, it shows the Patent Motor Car in a modern context and underscores the timeless design created by Carl Benz. With its fascinating text, photos and important technical details, at the same time the brochure represents a special means of communication reflecting the leadership aspirations of Mercedes-Benz.
The exhibition displays will be rounded off in a 1740-square-metre space in Hall 7, where numerous brand clubs will be exhibiting, enabling fans to indulge in their shared passion for products from the brand’s 125-year automotive history – which stretches from the inventions of Carl Benz and Gottlieb Daimler through to the innovations of the present day. The same also applies in particular to the 300-square-metre stand belonging to HISTORIA Mobilis, the classic car interest group founded by employees of Daimler AG in 2005.
The members’ vehicle fleet includes six Mercedes-Benz cars, among them the 190 SL (W 121), 300 SL Roadster (W 198 II), 250 SL (W 113), 450 SEL (W 116), 190 (W 201) and 190 E 2.3-16 (W 201). The company is particularly looking forward to their attendance, given that employee involvement is one of the focal points of this 125th anniversary year of the birthday of the motor car.
New technology always has its critics, and not surprisingly, the automobile was no different. What did Kaiser Wilhelm II, the last German Emperor, think of the new technology of his day? “I believe in the horse – the automobile is a temporary appearance.” I have a feeling Wilhelm II would like to recant his prior statements.
A new video from Mercedes-Benz TV shows these kind of statements throughout 125 years of automotive history, none of which managed to deter the drive of Mercedes-Benz. That, of course, is why they’re Mercedes-Benz.
Exactly 125 years to the day after Carl Benz registered his “vehicle with gas-engine drive” under patent number 37435 with the Berlin Patent Office in 1886, Daimler AG has celebrated the anniversary of the automobile. Approximately 1,400 invited guests were hosted by the inventor of the automobile at the Mercedes-Benz World in Stuttgart. The evening was moderated by Desirée Nosbusch with guests of honor including the German Federal Chancellor,
Dr. Angela Merkel, and the Prime Minister of the federal state of Baden-Württemberg, Stefan Mappus. They mixed with international guests from the automotive industry and the fields of politics, business, sports, society and the media, as well as members of Daimler’s Board of Management, Supervisory Board and many Daimler employees.
Dr. Dieter Zetsche, Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars, emphasized the importance of the automobile: “The invention of Daimler and Benz has changed the world for the better – and it will continue to do so. History shows that when a society becomes physically mobile it also becomes socially mobile and economically successful.” At the same time, Dr. Zetsche focused on the future: “As the inventor of the automobile, Daimler strives to be at the forefront of shaping future mobility.”
One of the key challenges is the transition to electric mobility.
Dr. Zetsche is convinced: “If Daimler and Benz were still alive today, they would advise us to make green cars even more fascinating and fascinating cars even greener. Only attractive innovations are effective innovations.”
World tour of fuel cell vehicles to be started
Firm evidence of the innovative strength of Daimler and Mercedes-Benz in the field of green technologies was sent on a world tour as part of the anniversary celebrations. Together with Chancellor Merkel, present and past racing drivers Michael Schumacher, Nico Rosberg and David Coulthard, and three Daimler engineer, Dr. Zetsche symbolically started the Mercedes-Benz F-CELL World Drive. Three B-Class cars with fuel-cell drive are to travel around the world in 125 days.
Patent granted for battery technology
125 years after Carl Benz registered his patent and more than 80,000 patents later, Daimler was granted another technology patent during the anniversary celebrations. Cornelia Rudloff-Schäffer, President of the German Patent and Trade Mark Office, presented Dr. Zetsche with the patent certificate for the so-called bipolar flat-cell frame. This technology is now in the development stage at Daimler and is potentially a further step along the way to the industrialization of lithium-ion batteries.
Milestone: 30 million Mercedes-Benz cars
Right on time for the 125th anniversary of the automobile and after 65 years of post-war production, the Mercedes-Benz brand has reached a new milestone. 30 million automobiles with the three-pointed star have been delivered to customers since 1945.
Dr. Dieter Zetsche: “This unit-sales jubilee is another major milestone in the history of our brand and demonstrates the popularity our cars have enjoyed for many decades with customers around the world.”
Sculpture “Aesthetics 125”
The latest sculpture from the Mercedes-Benz design team, “Aesthetics 125,” was unveiled during the celebrations. The sculpture continues the unique designers’ philosophy that “Mercedes-Benz design is art” and is an extension of the sculptures presented previously, “Aesthetics No. 1” and “Aesthetics No. 2.” Like them, “Aesthetics 125” provides an outlook on the future design language of Mercedes-Benz. It combines elements of an automobile’s interior and exterior by means of sweeping, almost soaring shape transitions. The model was made by the Mercedes designers using the innovative rapid-prototyping technology, which enables digital data to be transferred directly to a design object. The technology works with various materials and applies them in fine layers so that no waste material is produced when a sculpture is created.
Start of numerous activities
The anniversary celebrations at the Mercedes-Benz World mark the official start of jubilee year 2011, which Daimler has given the motto “125! years inventor of the automobile.” The Mercedes-Benz brand has given the year the motto “125! Years of innovation.” Numerous events connected with the 125th anniversary of the automobile are scheduled to take place this year.
Special bonus for the worldwide workforce
Daimler’s success – in the past, the present and the future – depends above all on the motivation and enthusiasm of its approximately 260,000 employees all over the world. For this reason, many activities and projects will be taking place in the coming year that focus on the employees. First of all, Daimler will pay out a total of 125 million euros to its worldwide workforce in the form of a special anniversary bonus. In recognition of the efforts and achievements of recent years, each employee will receive a bonus of up to 1,000 euros depending on his or her length of time at the Group.
Support for the Gottlieb Daimler and Karl Benz Foundation
In addition to the special bonus to be paid to the employees, Daimler is also making a gesture of social responsibility, and will increase the capital of the Gottlieb Daimler and Karl Benz Foundation (www.daimler-benz-stiftung.de) to 125 million euros. This foundation was established in 1986 – the year of the 100th anniversary of the automobile – and deals primarily with long-term research projects concerning the ever changing relationship between human beings, the environment and technology. The capital increase is intended to develop the foundation into a think tank specializing in this field.
“We move it! – 125 employee projects for sustainability”
There will be a very special event to honour employees’ social involvement: “We move it! – 125 employee projects for sustainability”. Employees in Germany can apply presenting environment- and community-related projects to which they dedicate their free time as volunteers. A jury of experts will select 125 projects which will then be supported or financed by Daimler with up to 5,000 Euros per project. Every employee already working, or wishing to work, for a non-profit organisation or in a public corporation can take part. Applications can be submitted starting January 29, 2011. Similar campaigns will be started in other countries such as Brazil and France.
Celebrations for employees and their families
In 2011, at virtually all the Daimler locations around the world, employee and family festivities will be organised. The celebrations at the multiple Daimler locations are intended as a “thank-you” to the workforce. For today’s celebration, 125 invitations were raffled amongst employees. Apart from this, in different events, Daimler will also raffle tickets for the international football match in the Mercedes-Benz Arena and numerous other prizes.
Exhibitions around the world
The central anchor point for the automobile’s history is the Mercedes-Benz Museum, which in 2011 celebrates its 5th anniversary at its new home in the Mercedes-Strasse in Stuttgart. In addition to the museum’s automotive classics, the guest exhibition ART 125! will be on show here from May to September 2011. Over 160 exhibits from the company’s collection of modern and contemporary art created by more than 80 internationally renowned artists will be on display. Among the works of art that will be seen there are many which originated in the artist’s treatment of the history, models or design of Mercedes-Benz motor cars. Worthy of mention among these: Andy Warhol’s (1928-1987) legendary series of paintings “CARS”, created by the artist 25 years ago on the occasion of the 100th anniversary of the automobile. Beside further works with reference to the motor car by Bertrand Lavier, Robert Longo, Sylvie Fleury and Vincent Szarek among others, in the Mercedes-Benz Museum it will be possible to see for the first time a work commissioned for the automobile’s 125th birthday.
A publication is to be edited in the form of a book with 125 anecdotes revolving around the motor car, entitled “125 moving stories”. The reader can learn entertaining, informative and surprising stories – some of which have never been set down in writing before.
Exhibitions will be staged at the international Mercedes-Benz Galleries, Mercedes-Benz Brand Centres and the German Mercedes-Benz customer centres, featuring selected historic and present-day exhibits to illustrate the influence the invention of the motor-car had on society and to bear witness to Mercedes-Benz’s power of innovation – not least keeping an eye on the future of mobility. In addition, Daimler will implement a travelling exhibition of classic vehicles, which is to tour selected shopping centres throughout Germany and thus make automobile history tangible for millions of people.
Mercedes-Benz as sponsor of the 2011 Automobile Summer
The State of Baden-Württemberg celebrates the invention of the automobile with a series of events under the heading “Automobile Summer 2011– 125 years of the automobile”. Over 125 days numerous events will take place in Baden-Württemberg, grouped into eight thematic blocks: Family & Children, Origin & History, Art, Culture & Lifestyle, Technology & Research, Travel & Pleasure, Environment & Sustainability, Motor sport & Tuning as well as Wellness & Health. Five of these are planned in Stuttgart, Karlsruhe, Pforzheim, the Lake of Constance region and Mannheim. The event series will begin in Stuttgart on May 8 to finish in Mannheim on September 10. Daimler is actively supporting the 2011 Automobile Summer with its brand Mercedes-Benz acting as a sponsor.
Mercedes-Benz says “Thank you”
Starting in mid-August Mercedes-Benz will initiate activities in Stuttgart, planned to take place on several days and intended to enable members of the public to participate actively in the jubilee celebrations. An international soccer match between the German National Team and the Brazilian selection in the reconditioned Mercedes-Benz Arena in Stuttgart on August 10, 2011 will be the kick-off; Mercedes-Benz acting as “Sponsor of the day”. On subsequent days Mercedes-Benz will offer multi-media performances, vehicle exhibitions and, both for young and old, a glimpse at the future of the motor car.
This “Thank you” event will also be incorporated in the event calendar of the Automobile Summer of the State of Baden-Württemberg.
In addition, this summer Mercedes-Benz, working in close cooperation with the international official Mercedes-Benz Clubs in Berlin is organising the biggest Mercedes-Benz meeting of all times.
Retrospect:125 years of innovation in automotive construction
When Carl Benz registered his Patent number 37435 in Berlin on January 29, 1886, nobody could possibly have imagined the triumphant march the modern motor car would embark upon over the following 125 years. Less than 100 kilometres away, and almost at the same time, Swabian inventor and entrepreneur Gottlieb Daimler was working on his motor wagon, to which he gave the finishing touches that very year. However, both had to wait some years before the groundbreaking development they had succeeded in initiating became a profitable commercial proposition.
The long road to the birth of the modern-day automobile
As far back as the eighteenth century there had been first experiments with automobiles driven by steam engines, in particular in England and France. In the course of the 19th century countless engineers, developers and inventors all over Europe worked at the further development of steam engines. Electric motors were also tried for the first time. However, the decisive steps that led to Gottlieb Daimler and Carl Benz’s invention of the modern motor car took place in Germany with the invention of the four-stroke engine (gas engine) by Nikolaus August Otto.
Both Daimler and his congenial partner, Wilhelm Maybach, as well as Carl Benz realised that their opportunity lay in the reduction of size and weight of the engine coupled with an increase in power output at the same time. The resoluteness with which Carl Benz and Gottlieb Daimler developed their ideas further, and patented, implemented and tested them to finally lead to their application in series production and market maturity, makes them the fathers of an invention that was to change the world – socially, culturally and economically.
The 125th birthday of the automobile is the central focus of the Mercedes-Benz presentation at Rétromobile 2011. This international specialist fair, one of the most important devoted to classic vehicles, will be held in Paris from 2 to 6 February 2011. The central division Mercedes-Benz Classic will present a small but exclusive number of sale and collection cars for the first time at the fair. They range from the Benz Patent Motor Car of 1886, the world’s first automobile, over a Mercedes-Benz 300 S Cabriolet A of the 1950s right up to the design study Concept Shooting Brake of 2010 pointing the way to the future. The stand in hall 7.3 this year will have an area of about 400 square metres.
Furthermore, a central topic for 2011 of Mercedes-Benz Classic will be Juan Manuel Fangio – the famous racing driver would have had his 100th birthday this year in June. The Rétromobile presents a special exposition of cars that Fangio drove, among them an original Mercedes-Benz W 196 of the Mercedes-Benz Classic collection. The Argentine racing driver won the world championships 1954 and 1955 on that type.
Sale cars round up the appearance on the Retromobile. Among others, Mercedes-Benz Classic will bring a 300 S Cabriolet A (W 188 series). The type was presented in October 1951 – almost 60 years ago – on the Paris motor show as a further top model beside the type 300 (W 186). It was positioned as a most representative car with sporty touch and to meet highest demands concerning road holding and speed. Contemporary press articles confirm that, they judge the model as a “car of the world elite” and a “benchmark for the achieveable in the car industry”.
Milestone Cars at the Rétromobile
The Patent Motor Car by Carl Benz was the first automobile with a high-speed internal combustion engine. Patent registration No. DRP 37 435 of 29. January 1886 is seen as the “birth certificate” of the automobile. Mercedes-Benz is exhibiting an exact replica of this vehicle at Rétromobile. The three-wheeler was the first purpose-designed automobile, and marked a departure from the then conventional horse-drawn coach – the engine, chassis and drive system were precisely coordinated and formed a single unit. This initially put Carl Benz well ahead of any competitors. A replica true to the original is available for collectors at Mercedes-Benz Classic.
Another exhibit at the Rétromobile fair in Paris is a Mercedes-Benz 500 K Luxury Roadster dating from 1936. When the model 500 K (W 29) was first presented at the 1934 Paris Motor Show, it rapidly became a huge public attraction. Then and now, its elegant design in combination with awe-inspiring supercharger technology and the sumptuous interior have a magnetic appeal –this car offered the finest and most expensive of its time. A total of 342 examples were built in all body variants, but the Roadsters are the most sought-after of all.
The Mercedes-Benz W 116 series was the first to be officially known as the S-Class. It appeared in 1975 as the flagship model 450 SEL 6.9, for many years the largest-displacement post-war passenger car produced by Mercedes-Benz and also the largest-displacement European saloon car. This model not only set standards in terms of cubic capacity: its performance figures, level of comfort, variety of appointments and the effortlessness with which it made long, high-speed journeys possible made it one of the best cars in the world.
The Concept Shooting Brake of Mercedes-Benz celebrated its world premiere in April 2010 as an insight by the designers into the possible future development of the Coupé concept. It also represents a clear indication of the further emotional appeal of the Mercedes-Benz design idiom. The public appraisal is enormous – and serial production is already decided. The market launch of the CLS Shooting Brake ist planned for 2012.
The 29th January is a very special day for Mercedes-Benz. It was on this day in 1886 that Carl Benz filed a patent application (number 37435) at the Reich patent office for his “vehicle operated by gas engine”. And now, 125 years to the day, 29th January 2011 sees the launch of the latest development from Mercedes-Benz – the new CLS. This new generation of the four-door coupé embodies to perfection the remarkable capacity for innovation in the fields of design and technology which has characterised the brand with the three-pointed star for over a century. This combination of sensuality and sense is picked up by the 360° campaign for the market launch of the new CLS.
“There has never been a new vehicle concept which has enjoyed the same degree of success as the CLS. With the launch of this model in October 2004 Mercedes-Benz established a bold, new vehicle concept and the new version builds on this with its exciting design and refined sportiness”, says Anders Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars. “On top of this, the coupé offers even greater efficiency, agility and safety than before. Every driver of the new CLS will be able to feel this perfect combination of sensuality and sense which makes this such an unique vehicle. And that is what we focus on in the campaign.”
Campaign built around print advertising, a TV advertisement, pre-roll ads and a web special
The integrated advertising campaign comprises all the communications channels – from print advertising to TV and radio advertisements, pre-roll ads, an interactive web special and an iPad app all the way up to retail and interactive marketing activities. The campaign presents the CLS in a distinctive, purple-coloured cosmopolitan setting and underlines its claim to the leadership of the four-door coupé segment assuredly and authentically.
In the twelve different print advertisements, for example, the visual charisma of the vehicle is associated with succinct messages such as “Sensuality and sense”, or “Proud to present two high-lights”. Through this approach Mercedes-Benz underlines the status of the new coupé as a perfect combination of exciting beauty, innovative safety technology and sustainable mobility. These qualities derive from features – such as Active Blind Spot Assist, Active Lane Keeping Assist, new high-performance LED headlamps and efficient engines which consume up to 25 percent less fuel – offering the highest standards of safety, driving dynamics and economy.
The TV advertisement concentrates on the irresistible attraction of the CLS by playing on the idea of the desire for absolute freedom to make one’s own choices. It shows a middle-aged man who has swapped his successful career for a simple life in the mountains. Suddenly, he sees the CLS on a mountain road and is completely captivated by the exciting beauty of this coupé – it is a moment which changes his life once again.
Parallel to the TV advertisement there are three different films which run on the web and in cinemas. As well as presenting the excitement of the CLS they offer an amusing take on the energy-saving and environment-friendly BlueEFFICIENCY model as well as the unique LED technology. The innovative light system of the CLS is also explained in detail in a dedicated report on www.mercedes-benz.tv.
In addition to these measures, the CLS plays a starring role along with top model Karolina Kurkova in the visual for the international Mercedes-Benz Fashion engagement. The spectacular image, which captivates the viewer with its beauty, dynamism and flamboyance, will appear for the first time on posters, print advertisements and internet at the upcoming Mercedes-Benz Fashion Week Berlin from 19th – 22nd January 2011.
Web special with a short story by best-selling author Joey Goebel already online
An interactive web special at www.mercedes-benz.com/cls has been giving visitors an impression of the new CLS ever since the world premiere of the vehicle. A short story by best-selling American author Joey Goebel allows users not only to experience the unique four-door coupé but also to assume the role of the main character and play an active role in the story “Sensuality and sense”. The highlights of the CLS are presented in additional short stories by Joey Goebel in the form of videos. A version of the interactive web special optimised for the iPad will be available in the App Store in February.
It was on 29 January 1886 that Carl Benz filed an application in Berlin for a patent on his three-wheeled motor car. Ever since, that day has been considered the official birthday of the motor car, which, in 2011, celebrates its 125th anniversary. At the same time as Benz, Gottlieb Daimler was developing the first four-wheeled motor car. In this way, working independently of each other, the founding fathers of today’s Daimler AG and its globally successful Mercedes-Benz core brand laid the foundation stone for all present-day passenger cars, commercial vehicles and buses. The company that invented the motor car has since that time gone on to shape its development more diversely and enduringly than any other motor vehicle manufacturer – in all relevant areas, from drive technology to comfort and safety through to design.
Innovation has always been the key to success for a car manufacturer and is set to become even more important in future. Without the courage to go in search of new ideas, there would be no motor car; and without innovation, there would be no progress. Mercedes-Benz, the inventor of the motor car, has always pressed ahead vigorously with the development of that mode of transport. For instance, the company has repeatedly underpinned its claim to technological leadership with over 80,000 patent applications since 1886, the year in which Carl Benz and Gottlieb Daimler, respectively, unveiled their “Patent-Motorwagen” and “motorised carriage”. As the world’s first car, the Benz Patent-Motorwagen is the symbol of pioneering spirit par excellence. In its day, the exquisitely engineered three-wheeler made it clear at first sight that a new age of mobility had dawned. Daimler’s motorised carriage was the first motor car with four wheels.
These two vehicles represented the start of a unique success story – a story that has continuously had new chapters added to it by Mercedes-Benz. For, time and time again, it has been trendsetting inventions from the Stuttgart-based car manufacturer that have resulted in the “horseless carriage”, which was initially said by critics to have “no future”, evolving not only into an icon of personal freedom, but also into a significant factor within the economy. Alongside the first bus and the first motor truck, the company’s most important innovations also include the first modern passenger car, the Mercedes 35 hp, which was presented in February 1900.
Mercedes 35 hp: the prototype of all modern passenger cars
At the turn of the century, the Mercedes 35 hp, the prototype of all modern passenger cars, was the definition of a fundamentally new and ever since prevailing vehicle architecture: it marked the transition from the long-legged “motor carriage” to the motor car as we know it today. The decisive technical innovations were its long wheelbase, wide track, low centre of gravity and angled steering column. These improvements created the basis for comfortable and safe driving, something that was first turned into reality in a Mercedes.
There are also some characteristic features such as the elongated form and the honeycomb radiator, which, organically integrated into the front end, was to finally solve the hitherto omnipresent problem of how to cool the engine, quite apart from emerging as a distinguishing mark of the brand. With its light-alloy crankcase, the powerful four-cylinder engine served as a model for today’s still current lightweight design and was, furthermore, installed low in the frame. Its exhaust valves were controlled by a camshaft, this significantly improving the smoothness of operation, stability at idle and acceleration. The construction principle of “engine at the front, final drive to the rear wheels” was to establish itself in the long term as the conventional drive layout.
The first Mercedes – the first modern-day motor car
The “35 hp” was the first vehicle to sport the Mercedes brand name and went down in history as the first modern-day motor car. Many other manufacturers were to copy this innovative concept, which proved to be superior in every respect. Mercedes-Benz thus from an early date established its claim to be the leader in technology and design.
Spirit of innovation as a driving force behind car development
Thanks to its design creativity, Mercedes-Benz has been successful in driving ahead automotive progress with a succession of new ideas aimed at constantly reinventing the concept of personal mobility and opening up new areas of application. Its power of innovation has allowed Mercedes-Benz to evolve into an automotive manufacturer with a unique and diverse product offering. Today, the brand with the star encompasses a range of vehicles that includes compact passenger cars, such as the A-Class, and luxury saloons, such as the S-Class; vans like the Sprinter; buses like the Citaro; and heavy-duty trucks such as the Actros. The smart brand adds to the product portfolio with a vehicle that is for many the perfect city runabout. Today’s smart fortwo dates back to a Mercedes-Benz study, presented in the early 1980s, into a “short-distance transport vehicle”. The two-seater concept vehicle was the starting point of a twin-track development that gave rise in the 1990s to the company’s first compact car: the
A-Class and the smart city coupé, the predecessor of today’s smart fortwo.
Time and time again, Mercedes-Benz has been at the forefront of new concepts of personal mobility and has also opened up entirely new market segments. For example, the SLK, which was unveiled in 1996, was the first compact premium roadster. This was followed one year later by the M-Class, the first premium SUV, which owed its development to experience gained by Mercedes engineers in connection with all-wheel drive technology for the legendary G-Class and the Unimog. The most recent example is the CLS, which in 2004 established the
segment of the four-door coupé. What is more, the sheer breadth of technical innovations to have first entered the marketplace in Mercedes models is proof that the inventor of the motor car has consistently played a leading role in all key aspects of the further development of this means of transport – from drive technology to safety and comfort through to design.
Mercedes-Benz engine technology: a driving force in all areas
Mercedes-Benz has been a pioneer in engine technology for 125 years. The high-speed petrol engine was, in the truest sense of the word, the “driving force” behind the invention of the motor car. The Daimler 8 hp “Phaeton”, unveiled in 1898, was the first road-going vehicle to feature a four-cylinder engine. In 1923 Benz launched the first diesel-engined truck. Another trendsetting Mercedes innovation was a diesel engine suitable for use in passenger cars, which was introduced in 1936: in the world’s first volume-produced diesel passenger car, the Mercedes-Benz 260 D.
In the years that have since followed, Mercedes-Benz has continued to set a succession of further milestones in the development of the compression-ignition engine. Numerous technological innovations, such as the common rail diesel (CDI) with turbocharger, have resulted in greater power and torque allied to better fuel economy and reduced exhaust emissions. Today, the brand with the star is present in all segments of the market with a range of models powered by quiet-running, high-torque and high-efficiency CDI engines which – based on their power output – consume up to ten times less fuel than the diesel pioneer of 1936.
BlueTEC: making the diesel as clean as the modern petrol engine
With BlueTEC, Mercedes-Benz has additionally developed a technology for effective reduction of diesel emissions, especially the emissions of nitrogen oxides. Up to 90 percent of NOx emissions in the exhaust gas are broken down into harmless nitrogen and water, making the diesel engine as clean as the modern petrol engine. Passenger cars with BlueTEC have been available from Mercedes-Benz since 2006, currently both in the E- and S-Class and also in the SUVs of the GL-, R- and M-Class.
Developed originally for Mercedes-Benz commercial vehicles, BlueTEC made its debut in a Mercedes truck in 2005, after which it was adapted for application in passenger cars. This example illustrates one of the company’s particular strengths: in-house cross-sector technology transfer, which helps to ensure that innovations with great benefits for the customer are able to be implemented quickly and systematically across the entire product range.
Modern Mercedes-Benz engines with great future potential
The future potential of the internal-combustion engine is underscored by Mercedes-Benz with the 2010 launch of its new S 250 CDI BlueEFFICIENCY, the first five-litre car in the luxury class. The first four-cylinder engine in the over 60-year successful history of the S-Class – a highly efficient twin-turbocharged diesel – achieves a fuel consumption of just 5.7 litres per 100 kilometres in the NEDC (New European Driving Cycle). With CO2 emissions of 149 g/km, the S 250 CDI BlueEFFICIENCY is the first vehicle in its class to better the 150 gram mark.
From the first compressor engine to the modern direct-injection petrol engine
The inventor of the motor car has also played a key role in the development of the spark-ignition engine. Back in the early 1920s, the then Daimler Motor Company adapted mechanical supercharging, which had originally been developed for aircraft engines, for use in motor cars. Thanks to the compressor technology they embodied, the Mercedes 6/25 hp and 10/40 hp models offered greater power and higher efficiency than comparable naturally aspirated vehicles.
Mercedes-Benz installed the first series-produced four-stroke direct-injection petrol engine in its legendary 300 SL sports car of 1954. What served at that time above all to boost the power output is today used by Mercedes engineers, in combination with other measures, to increase the efficiency, i.e. to achieve a significant reduction in consumption while at the same time raising the power output.
The Mercedes-Benz strategy for the internal-combustion engine of today and tomorrow is: consistent use of direct injection in both petrol and diesel engines, downsizing, turbocharging, variable valve timing . And, with the introduction in autumn 2009 of the new four-cylinder turbocharged direct-injection petrol engine in the E-Class,
Mercedes-Benz set about putting this strategy into practice – from the four-cylinder through to the eight-cylinder engine and in all relevant model series. The result: high power output with good fuel economy and correspondingly low CO2 emissions.
BlueDIRECT: making the petrol engine as economical as the diesel
Efficiency at the highest level is the common hallmark of a generation of six- and eight-cylinder power units that were launched in 2010 in the S-Class, CL-Class and the new CLS. While each of the engines offers increased power and torque in comparison with its predecessor, fuel consumption – in the new CLS, for example – has been lowered by up to 25 percent. This means that, where fuel efficiency is concerned, the modern BlueDIRECT direct-injection petrol engines from Mercedes-Benz have moved a further step closer to their diesel counterparts. The increase in efficiency is due in part to a series of targeted BlueEFFICIENCY measures, especially the ECO start/stop function, which is already standard equipment in many models and which by mid-2011 will be made available by Mercedes-Benz across its entire product range in over 50 models.
Pioneer in alternative drive technologies
Mercedes-Benz was also quick off the mark in the field of alternative drive technologies. As early as 1906, Mercedes for the first time equipped passenger cars, trucks, buses and fire-fighting vehicles with battery-electric or hybrid drives. In the 1970s, development of the electric and hybrid drive was revived and intensively promoted.
Building on this unique wealth of experience, Mercedes-Benz has introduced a series of modern vehicles with alternative drives that point the way to an ultimately emission-free mode of mobility.
These include the S 400 HYBRID luxury saloon, unveiled in 2009, which was the first European-manufactured hybrid passenger car and also the first series-produced hybrid to feature advanced lithium-ion battery technology. Soon after that, Mercedes-Benz brought out three state-of-the-art electric cars in rapid succession: the A-Class E-CELL and the Vito E-CELL van with battery-electric drive as well as the fuel-cell-powered B-Class F-CELL. The company’s line-up of electric cars is rounded off by the smart fortwo electric drive, which has been heralded as a revolutionary new development in urban mobility with zero local emissions.
Safety: there’s a bit of Mercedes in every modern-day motor car
Nowhere in the world is there a manufacturer that has invested more in the development of automotive safety than Mercedes-Benz. For 70 years now, the safety experts at Mercedes have been systematically at work studying the causes of accidents, lessening their consequences and helping to avoid accidents. Mercedes’s comprehensive commitment is demonstrated by no fewer than three anniversaries in 2009: “70 years of safety development”, “50 years of the rigid passenger compartment” and “40 years of accident research”.
As far as passive safety is concerned, the focus is on affording the vehicle occupants the best possible protection in the event of an accident. An example of this is the rigid passenger compartment with crumple zones, which was patented by Mercedes-Benz in 1951 and went into series production for the first time in 1959 in the 220 S and 220 SE “Fintail models”. Seat belt and airbag are further examples of innovations that were introduced into series production by Mercedes-Benz as original solutions to real-world problems. Today, they are a self-evident part of the automotive experience of every motorist. That explains why it can be said that there’s a bit of Mercedes-Benz in every modern-day motor car.
Lessening the consequences of accidents – avoiding accidents entirely
Active safety is at the centre of efforts to reach the goal of accident-free driving. In pursuit of this goal, Mercedes-Benz has developed a number of innovations that are capable of lessening the severity of accidents or of preventing them entirely. The electronically controlled ABS and ESP® are Mercedes developments that have demonstrably contributed to a significant reduction in the frequency of accidents. Once again, these safety systems are today standard equipment in virtually all cars. The ABS anti-lock braking system was introduced in 1978 in the Series 116 S-Class, while the airbag was launched in 1981 in the Series 126 S-Class. Mercedes-Benz brought out the ESP® electronic stability program in 1995 in the Series 140 S-Class Coupé, before then gradually extending it to all model series.
Mercedes-Benz was the first car manufacturer in the world to unite active and passive safety features within this system, thereby further enhancing the degree of protection afforded to vehicle occupants. The launch of PRE-SAFE® in 2002 opened another new chapter in the history of automotive safety. Mercedes-Benz systematically bases its safety technology developments on what actually happens in accidents and also on the findings from its own in-house accident research activities. Innovative systems such as the Active Blind Spot Assist or ATTENTION ASSIST address typical causes of accidents such as lane-changing and driver fatigue.
Selected milestones in the history of Mercedes-Benz safety technology:
Ride comfort: a traditional Mercedes-Benz strength
Ride comfort is a traditional Mercedes strength. Wide track, long wheelbase and tailor-made chassis systems – this is the basis on which Mercedes-Benz has for over a century ensured a standard of comfort on long journeys that is typical of the brand. As early as 1931, Mercedes-Benz set an important milestone in terms of chassis technology with its 170 model, which was the first volume-produced passenger car to feature independent suspension on all four wheels (“swing axles”). This design made for an entirely new driving experience, which was significantly better at compensating for irregularities in the road surface, thereby reducing not only road roar but also tyre vibration.
Time and time again, Mercedes-Benz has been a trailblazer with trendsetting new designs, such as the single-joint swing axle, which was launched in 1954, and the diagonal swing axle, which was unveiled in 1968. Both designs combined improved driving safety with additionally enhanced ride comfort. Then, in 1961, new standards were set with the first air suspension system in the 300 SE luxury saloon. In late 1982, the multi-link rear suspension system in the new compact class caused a technological sensation. This revolutionary system allowed for optimal movement of the independently suspended rear wheels by means of five three-dimensionally arranged links on each wheel. The multi-link rear suspension system was subsequently extended to all Mercedes-Benz saloons, coupés, cabriolets and sports cars with rear-wheel drive and has been emulated by many other manufacturers.
AIRMATIC: air suspension for even greater driving pleasure
In 1998 a further technological innovation was to make its debut in the S-Class, with the traditional spring and damper system with coil springs and gas-pressurised shock absorbers being superseded by the electronically controlled AIRMATIC (Adaptive Intelligent Ride Control) with air suspension and ADS Adaptive Damping System. Automatic independent level control of each wheel, which is also part of the AIRMATIC, takes account of the road surface, driving style and laden state, thereby ensuring excellent ride comfort.
The most important recent innovations have included ABC Active Body Control, the world’s first actively controlled suspension system, which was unveiled by
Mercedes-Benz in 1991 in its C112 research vehicle and was introduced in the CL coupé in 1999. The system reduces body vibrations caused by bouncing and rolling movements when cornering or by pitching movements when braking. The ADVANCED AGILITY package made its debut in 2007, when it appeared first in the new C-Class. The package offers two shifting modes: Sport and Comfort. As part of these shifting programs, there is infinitely variable electronic control of the shock absorbers on each wheel.
PRE-SCAN: flying carpet on four wheels
Likewise in 2007, Mercedes-Benz unveiled the revolutionary PRE-SCAN chassis, which it presented in the F 700 research vehicle. The system can register road conditions in advance, react very sensitively to bumps and potholes and compensate for them more effectively than other chassis. The F 700 thus (almost) attains the comfort level of the proverbial “flying carpet”. The PRE-SCAN chassis uses two laser sensors in the headlights as “eyes”.
The MAGIC BODY CONTROL chassis that Mercedes-Benz presented in the autumn of 2010 is an advanced system that literally looks ahead – a highly sensitive stereo camera mounted on the windscreen, above the rear-view mirror, “observes” the road in front of the vehicle from two different perspectives, enabling the system to recognise uneven road surfaces in even greater detail. Fast on-board computers process all of the data in real-time and control the active ABC chassis, which can adjust the forces at each wheel separately. This allows the vehicle body’s movements to be largely compensated for, compared to today’s standard chassis.
Operating comfort: intelligent systems improve the driver’s physiological well-being
The principle of maximum possible simplicity and intuitiveness with regard to vehicle control dates back to the early days of the brand. Already in 1902, under the model designation “Mercedes Simplex”, new Mercedes models boasted the advances that had been made in terms of easier vehicle operation. For, at Mercedes-Benz, maximum comfort means much more than pleasant driving and high-quality features. All of our comfort solutions are intended to improve the driver’s condition and to consistently relieve driving strain by means of many individual measures that are painstakingly coordinated with one another. Operating comfort, ergonomics, air conditioning, low noise levels, handling properties and many other factors affect a driver’s condition behind the wheel, and thus also his or her ability to keep an overview of the traffic situation. After all, only a relaxed driver is also a safe driver.
Mercedes-Benz researchers have been investigating this complex topic, called “physiological well-being”, for many years, and Mercedes-Benz has consistently applied their findings to improve its series-production vehicles. As a result, it has been demonstrated that Mercedes drivers stay fit and focused for a longer time. Prime examples of the progress achieved in this field are the carefully designed, intuitive control and display concepts and the intelligent driving assistance systems, which turn the motor car into a partner that thinks along with the person behind the wheel.
Mercedes-Benz design: Design idiom developing through the interplay between tradition and a future-oriented approach
At Mercedes-Benz, design develops as a result of the interplay between the brand’s consciousness of tradition and its orientation towards the future. The aesthetic design of the motor car was decisively influenced by the “Lightning Benz”, which was unveiled in 1909, for the innovative design idiom of this record-breaking racing car was for the first time based on aerodynamic findings while at the same time radiating an air of supreme dynamism.
While masculine, powerfully modelled lines characterised the Mercedes-Benz models of the 1920s, from the beginning of the 1930s the design idiom switched gradually to gentler, flowing lines and rounded form elements. Highlights of this evolution were the 500 K from 1934 and its outwardly largely identical successor, the 540 K, which was launched in 1936. With their tailored forms and elegant, flowing lines, they were considered objects of perfect beauty.
1953: dawn of modern car design
In 1953 Mercedes-Benz stepped into the age of modernity with its 180 model. This saloon was characterised by its so-called three-box design – the third “box”, after front end and passenger compartment, being the luggage compartment. The self-supporting “unitary structure” not only impressed because of its increased stability and greater crashworthiness, but it was also significantly more modern in appearance. Compared with the traditional vehicle form with its pronounced wings, separate headlamps, side running boards and short rear overhang, the unitary-structure models also offered a number of practical advantages: a roomier interior, better visibility, a lower drag coefficient, reduced wind noise and a considerably larger luggage compartment.
Many outstanding Mercedes-Benz models have significantly influenced the design evolution of the motor car. Often described as a design icon, the Mercedes-Benz 300 SL “gull-wing” embodied pedigree and class like no other car of its age. It remains to this day a highly sought-after dream car and in 1999 was voted “sports car of the century” by an international jury of car experts. The 300 SL was the first Mercedes-Benz road vehicle to sport a horizontal air inlet opening with the star in the middle. This new front section was to become the hallmark of all future SL touring sports cars.
Launched in 1959, the so-called 220, 220 S and 220 SE “Fintail models” also set new standards with their inimitable form, which united function with elegance. Known officially as “markers”, the tail fins were at once beautiful and also useful for parking and, in combination with the ample all-round visibility, anticipated the transformation in customer expectations.
Proven stylistic elements combined with new ideas
As model-specific characteristics of unmistakable brand identity, present-day Mercedes-Benz vehicles frequently exhibit stylistic details from the brand’s past. These include, for example, the curving lines of the current E-Class family, which are reminiscent of the unitary-structure models of the 1950s; or the fins and lateral ventilation openings on the SL, the basic form of which likewise dates back to the 1950s. These classic elements, however, are in all cases reinterpreted with a contemporary look. In this way, Mercedes-Benz consistently steers clear of fashionable, often short-lived retro trends. Rather, the designers at Mercedes-Benz seek to emphasize the rich heritage of the company’s car models by combining proven stylistic elements of the brand with new ideas, thereby continuously evolving the design.
Mercedes-Benz pursues a long-term design strategy, which guarantees that a Mercedes is always recognisable as a Mercedes. In this endeavour, the designers at Mercedes employ a sophisticated design idiom in which elements that make a vehicle recognisable at first sight as a Mercedes-Benz are combined with a distinct design philosophy typical of each particular model series, which leads to each vehicle having its own unique character. For example, the SUV models are clearly different from the saloons, coupés and sports cars.
The final outcome is an attractive blend of visual distinctiveness and unmistakable brand identity, the Mercedes-Benz design idiom remaining alive in every detail – modern, but never ‘trendy’.
The same principle applies to interior design and is systematically put into practice at Mercedes-Benz. Depending on the character of the vehicle, material qualities, forms and stylistic elements are developed and executed in a manner specific to the model series and each particular model, with, once again, individuality and overall harmony being given clear priority over overarching uniformity. Interior design, which is becoming an increasingly important part of overall vehicle design, today contributes more than ever to keeping alive the fascination of beauty for years to come. A car’s interior is seen as a living space in which the owner spends a lot of time.
Typical design idiom of the Mercedes-Benz brand – given a new interpretation
A preview of Mercedes-Benz’s future design idiom is afforded by the F 800 Style research vehicle, which is technology vehicle and design statement in one. The vehicle’s external appearance is characterized by its long wheelbase, short body overhangs and sensually flowing roof line. The exciting coupé-like side view, allied to the balanced proportions, results in a stylishly sporty appearance which further develops the Mercedes-Benz design idiom.
Room for creative thinking
Creativity has been written large for 125 years at the inventor of the motor car. German engineering and Swabian inventiveness have created a brand icon of world standing. The company promotes creativity by making room for free thinking and working, thereby guaranteeing that the source of innovation will never run dry.
In order to maintain its innovative edge, the company has established a global knowledge network to which employees from research and development contribute their know-how from a wide range of different disciplines. Last year, the company was able to retain its position as the premium car manufacturer with the most patent applications. Over half the total of 2070 filed applications relate to “green” technologies, as many as 720 of which concern the drive system (35 percent). Significant progress has been achieved above all in the fields of energy efficiency and exhaust-gas aftertreatment as well as fuel-cell and battery technology. By continuing to invest heavily in research and development, the company is laying the foundations for further maintaining its high standard of innovation over the long term.
Mercedes-Benz: the most valuable luxury brand in the world
Thanks to its systematic innovation strategy, Mercedes-Benz occupies a leading position in the league table of the world’s most valuable brands. This is backed up by the latest 2010 international studies, which confirm the special position held by the brand with the star in no fewer than three categories: “most valuable German brand”, “most valuable global premium car brand” and “most valuable global luxury brand”.
“Nothing but the best” – yesterday, today and in future
It was Carl Benz who said: “The love of inventing never dies”. And it was Gottlieb Daimler who came up with the famous maxim “The best or nothing”. Mercedes-Benz has remained true to these guiding principles for almost 125 years. The spirit of innovation, one of the key driving forces, is firmly rooted in our corporate culture – forever with the goal of guaranteeing personal mobility also for future generations and providing each individual customer with the optimal vehicle for their individual needs. This innovation is founded on Mercedes-Benz’s systematic research activities, which led at the beginning of the 1970s to the official establishment of a separate research department. Today, Mercedes-Benz has at its disposal a global knowledge network with some 19,000 researchers and developers around the world – an interdisciplinary think tank, full of pioneering spirit, expertise and motivation, for continuing in future to make the best cars in the world.