Mercedes-Benz Classic Vehicles

Fascinating vehicles from different eras characterize the world’s oldest car manufacturer

Benz Patent Motor Car, 1886
Year of use: dynamic

On 29 January 1886, Carl Benz’s dream comes true: the Mannheim designer applies for a patent for his “vehicle with gas engine operation”. Patent number DRP 37435 is regarded as the birth certificate of the automobile, and gave its name to the Patent Motor Car. The world’s first car was a distinctive design in which the engine and chassis formed an organic unit. Benz designed it as a three-wheeler as he was not convinced by the drawbar steering used for coaches. Carl Benz’s decisive achievement is the consistency with which he makes his vision of the “car without horses” a reality: he has the idea of a motor car, patents it, designs, builds and tests it. He launched the vehicle on the market, he mass-produced it, developed it further and therefore made his invention usable. The Benz Patent Motor Car ushered in a new era of personal mobility. Mercedes-Benz Classic presents a faithful replica of the vehicle at the Classic Days in the “Green Park”. An actor playing Bertha Benz accompanies the Patent Motor Car. Carl Benz’s wife significantly supports her husband’s development and undertakes the first long-distance journey in a car in 1888.

Benz Patent Motor Car from 1886, authentic reconstruction.

Benz Patent Motor Car from 1886, authentic reconstruction.

Technical data of the Benz Patent Motor Car
Model year: 1886 (faithful reconstruction)
Cylinders: 1
Displacement: 954 cm3
Output: 0.55 kW (0.5 hp) at 400 rpm
Top speed: 16 km/h

Mercedes-Simplex 40 hp, 1902
Year of use: Static

120 years ago, no car is faster or more successful: during the motor sport event “Nice Week” from 4 to 11 April 1902, the Mercedes-Simplex 40 hp proves far superior to the competition. In the Nice-La Turbie hill climb, vehicles of this model take the first three places. Englishman E. T. Stead sets a new course record with an average of 55.2 km/h, followed by Albert “Georges” Lemaître and Wilhelm Werner in second and third place. Another triumph: in the mile race, Henri Degrais achieves 83.2 km/h for the mile with a standing start and sets a new world record. The engine of the 40 hp has a displacement of 6,785 cubic centimetres. The two bottom-mounted camshafts are fully enclosed. For efficient cooling of the engine, which is completely covered at the bottom, the flywheel is also designed as a fan wheel and, with its suction effect, amplifies the airstream flowing through the cooler. Band brakes act on the drive shafts of the sprockets and achieve the effectiveness of differential locks at the same time through targeted individual actuation for right and left. The four brakes have water cooling that drips from a supply tank onto the friction surfaces during deceleration. The total weight of the Mercedes-Simplex 40 hp is around 1,000 kilograms. The racing car is also successful in numerous other competitions. And in the Ostend kilometre race in July, Baron Pierre de Caters achieves a top speed of 120.8 km/h with it.

Mercedes-Simplex 40 hp from 1902. Driving shot from the Mercedes-Benz Classic Insight “Dream Cars” in September 2020.

Mercedes-Simplex 40 hp from 1902. Driving shot from the Mercedes-Benz Classic Insight “Dream Cars” in September 2020.

Technical data – Mercedes-Simplex 40 hp (serial version)
Production period: 1902 to 1905
Cylinders: 4/inline
Displacement: 6,785 cc
Output: 29 kW (40 hp) at 1,050 rpm
Top speed: 75 km/h

Mercedes-Benz SSKL Avus racing car (W 06), 1932
Year of use: Dynamic

The victory of the Mercedes-Benz SSKL with streamlined body at the International Avus race in Berlin on 22 May 1932 permanently changed the design principles for racing cars. Because this vehicle impressively illustrates the possibilities of outstanding aerodynamics to the world’s public. The unique specimen carries an aerodynamic body on an SSKL chassis that covers the entire frame including underbody. The design is by aerodynamics specialist Baron Reinhard von Koenig-Fachsenfeld and is made of light alloy. The 221 kW (300 hp) racing car reaches a top speed of 230 km/h – that’s 20 km/h more than a normal SSKL. Spectators in Berlin nickname the unusual racing car the “Gurke” (cucumber). Radio reporter Paul Laven, on the other hand, calls this SSKL at the Avus Race a “silver arrow”. The 26-year-old Manfred von Brauchitsch relegates the established star driver Rudolf Caracciola (Alfa Romeo) to second place – and enables the newcomer to turn professional. Von Brauchitsch became an acclaimed star at the wheel of Mercedes-Benz Silver Arrows. In 2019, the anniversary year “125 Years of Motorsport”, Mercedes-Benz Classic reconstructs the streamlined SSKL racing car with a high degree of authenticity. Body, chassis, engine: everything is created within this elaborate project as closely as possible to the original.

Mercedes-Benz SSKL Avus racing car with streamlined body (W 06). Driving shot during Monterey Car Week in California on 15 August 2019.

Mercedes-Benz SSKL Avus racing car with streamlined body (W 06). Driving shot during Monterey Car Week in California on 15 August 2019.

Technical data Mercedes-Benz SSKL Avus racing car (W 06)
Year of use: 1932
Cylinders: 6/inline
Displacement: 7,065 cc
Output: 177 kW (240 hp), with supercharger 221 kW (300 hp)
Top speed: 235 km/h

Mercedes-Benz 300 SL racing sports car (W 194), 1952
Use: Static

Mercedes-Benz re-entered motor racing in 1952 with the 300 SL (W 194). The limited resources initially spoke against the development of a racing car for Formula One in 1952, because new regulations had already been announced for the 1954 season. Axles, transmission and engine of the new racing car were developed from components stemming from the Mercedes-Benz 300 (W 186) representation vehicle. A brand new feature is an extremely lightweight, yet very torsionally stiff tubular frame, which is enclosed by a streamlined light-alloy body. As a result of the elevated tubular frame around the doors, the racing car was equipped with characteristic gullwing doors which were hinged on the roof. In 1952, the 300 SL was successful from the outset: amongst its major racing victories were the one-two-three victory at the Grand Prix of Bern (Switzerland), spectacular one-two finishes at the 24 Hours of Le Mans (France) and at the Carrera Panamericana in Mexico as well as the top four positions in the Nürburgring Jubilee Grand Prix. The original 300 SL racing sports car with chassis number 5 presented at the Classic Days was entered by the brand 70 years ago in the Carrera Panamericana (Hermann Lang/Erwin Grupp, among others): second place in the double victory behind Karl Kling/Hans Klenk) and in the Mille Miglia (Rudolf Caracciola/Peter Kurrle: they finished in 4th place behind Karl Kling/Hans Klenk in 2nd place).

Mercedes-Benz 300 SL racing sports car (W 194) with chassis number 5.

Mercedes-Benz 300 SL racing sports car (W 194) with chassis number 5.

Technical data – Mercedes-Benz 300 SL racing sports car (W 194)
Year of use: 1952
Cylinders: 6/inline
Displacement: 2,996 cc
Output: 125 kW (170 hp) at 5,200 rpm
Top speed: 240 km/h

The Vision Mercedes Simplex, 2019
Use: Static

The “Vision Mercedes Simplex” reinterprets the historic Mercedes Simplex as a two-seater with free-standing wheels, alternative drive, fascinating user interface and modern design. Its dominantly horizontally aligned vehicle body sits as a monocoque in the middle of the four large wheels. The consistent vertical colour separation into a white front car and a black rear car follows the historical model. Transparent wheel trims reflect lightness and efficiency, as do the aerodynamic guiding surfaces between the front wheels and the vehicle’s body. The entire sculpture lives from the interplay of clearly and powerfully drawn surfaces and precise technical details. “Only a brand that is as strong as Mercedes-Benz is capable of the physical symbiosis of history and future. The ‘Vision Mercedes Simplexʼ symbolises the transformation of Mercedes-Benz’s brand-specific luxury,” says Chief Design Officer Gorden Wagener of the design in 2019.

The Mercedes Simplex Vision. Photo from the Design Essentials III in Nice 2019.

The Mercedes Simplex Vision. Photo from the Design Essentials III in Nice 2019.

Mercedes-Benz Celebrates Women with Video of First Long Distance Road-Trip

In a time when “car” was not even a word yet, and people relied on horses to pull their wagons, one woman challenged the status quo. To prove to the world that her husband’s invention was the future of mobility, Bertha Benz went on the first long-distance journey with an automobile, facing all kinds of challenges but stopping at nothing. The rest, as they say, is history.

"Bertha Benz: "the journey that changed everything"

“Bertha Benz: “the journey that changed everything”

2019 Mercedes-Benz Classic Calendar

Year after year, the photographs in the Mercedes-Benz Classic Calendar invite the viewer to dream

Family ties: high-performance cars from AMG’s history. At the back in the centre the C 36 AMG from model series 202, to the left of it the SL 55 AMG (R 230), to the right the SL 73 AMG (R 129). Front row, from left: 300 E 6.0 AMG (W 124), 300 SEL 6.8 AMG (W 109) and E 50 AMG (W 210). Photo from 2007.Year after year, the photographs in the Mercedes-Benz Classic Calendar invite the viewer to dream: for twelve whole months, the calendar takes them into a pictorial world of classic Mercedes-Benz automobiles. The new calendar for 2019 now offers an entirely new dimension, as the photos in it can be supplemented by digital content using an augmented reality app on smartphones and tablets. Under the title “#MBclassic – A new Classic experience”, there are fascinating calendar stories that cut across the various media. Moving photos of classic cars with the three-pointed star are brought to life by matching moving images.

 Mercedes-Benz Classic calendar 2019, subject of August: Mercedes-Benz 300 SL „Gullwing“ at the Silvretta Classic Rallye Montafon.


Mercedes-Benz Classic calendar 2019, subject of August:
Mercedes-Benz 300 SL „Gullwing“ at the Silvretta Classic Rallye Montafon.

At the interface between the analogue and digital worlds, the viewer is treated, for example, to a road trip from Stuttgart to Monaco in a luxury 1960s saloon. Or they are there when the rare Mercedes-Benz C 111 is taken for a spin on public roads. At the legendary “1000 Miglia” road race across Italy, the calendar follows in the tracks of the Mercedes-Benz SSK supercharged sports car. And it gives a flavour of the fascinating atmosphere at the “Cars & Coffee” classic car get-together at the Mercedes-Benz Museum, which takes place there every Sunday in the summer.

Mercedes-Benz Classic is able to relate such special stories because the vehicles from the company’s own collection are regularly present at international and in-house events, on the race track and at other classic car get-togethers. These were the occasions on which the impressive photos in next year’s Classic calendar – as well as the digital stories behind them – were created.

The World Premiere of the C 63 AMG Happened 25 years ago

25 years ago Mercedes-Benz unveiled the C 36 AMG as the top model of the new C-Class

The Mercedes-Benz C 36 AMG was premiered at the International Motor Show in Frankfurt am Main (IAA) from 9 to 19 September 1993. The debut 25 years ago was the first highlight in a unique success story. For this high-performance saloon from model series 202 was the first joint project to be created by Mercedes-Benz together with the engineering company AMG founded in 1967. The Mercedes-AMG model range, a wholly-owned subsidiary of Daimler AG since 2005, is now more comprehensive than ever before.

Mercedes-Benz C 36 AMG from model series 202, production period 1993 to 1997. Exterior shot of the driver's side. Photo from 1993.

Mercedes-Benz C 36 AMG from model series 202, production period 1993 to 1997. Exterior shot of the driver’s side. Photo from 1993.

This power package for the C-Class is a clear statement on automotive sportiness spanning the entire product range: 25 years ago Mercedes-Benz unveiled the C 36 AMG as the top model of the new C-Class in model series 202 at the International Motor Show in Frankfurt am Main (IAA, 9 to 19 September 1993). By 1997, 5,221 units of the 206 kW (280 hp) high-performance saloon had been built in total. That is ten times more than the exclusive 190 E 2.5-16 Evolution II of model series 201 from 1990 with similar performance data.

The Mercedes-Benz C 36 AMG delighted the experts and fans alike in 1993. This is also thanks to a history of passion for the Mercedes star dating back to the 1960s: in 1967 Hans Werner Aufrecht and Erhard Melcher founded their engineering firm for design and testing in the development of racing engines. In their free time, the two Mercedes-Benz employees had already built up racing cars on the basis of series-production cars with the star. The sporty optimisation of customer vehicles for the road now became a second career.

The letters AMG in the company name stand for Aufrecht, Melcher and for the place where Aufrecht lived, Großaspach. The two companies came ever closer via touring car racing, where Mercedes-Benz and AMG cooperate very successfully, in particular in the German Touring Car Championship (DTM). Then from 1990 they also cooperated on the development of sporty high-performance models for Mercedes-Benz series production. Twenty-five years ago the C 36 AMG was the first result of this fruitful collaboration. In that same year there followed the performance-enhanced variants of the E-Class Saloon (W 124) and the SL (R 129), which were offered with a 280 kW (381 hp) 6.0 l, V8 engine as the E 60 AMG and SL 60 AMG.

The basis for the C 36 AMG was formed by the Mercedes-Benz C 280, which was extensively revised in terms of engine and chassis. Instead of the C 280’s 2.8-litre variant of the six-cylinder in-line engine M 104, its 3.2-litre version was used, and was also to be found at this time in models such as the E 320 (model series 124). In order to increase the cylinder capacity to 3,606 cubic centimetres, the AMG engineers upped the bore from 89.9 to 91 millimetres and the stroke from 84 to 92.4 millimetres.

The crankshaft of the Mercedes-Benz 3.5-litre diesel engine OM 605 D 35 A, whose counterweights were turned and shaft rebalanced, ensured the very long stroke. During optimisation, the developers systematically used components from the Mercedes-Benz passenger car range: the brakes on the front axle of the C 36 AMG originated from the Mercedes-Benz SL 600 of model series R 129, those on the rear axle from the E 420 of model series 124.

Many further refinements contributed to the successful overall concept of the C 36 AMG. On the engine these include the special custom-made pistons as well as the reconfiguration of the crankshaft’s torsional damper, lowering of the oil deflector by two millimetres, modification of the oil spray nozzles, a larger stroke and the modified valve timings of the intake camshafts, plus extended exhaust ports and an air intake pipe with a considerably larger cross-section between the air filter box and intake manifold. The engine management was also adapted to the changed parameters. All these modifications added up to an increase in the output of the 3.6-litre engine in the C 36 AMG compared with the 2.8-litre series engine by 64 kW (87 hp) to 206 kW (280 hp) at 5,750 rpm. The torque achieves 385 Nm at 4,000 to 4,750 rpm.

All in all, the C 36 AMG delights everyone with its superior poise. This is also thanks to the suspension tuning, which finds a successful compromise between firm sports car suspension and the more comfortable damper configuration of a refined saloon. And the four-speed automatic transmission also impresses – as testified by the specialist magazine “Auto Motor und Sport” in its 20/1994 issue: “It shifts quickly and unobtrusively, immediately reacts to kickdown and thanks to the selector lever surround it boasts effortless manual gear changes. On winding routes not only can this enhance the joy of driving; it can also increase the harmony of motion”. Equipping the high-performance saloon with traction control system (TCS) also made exploiting the engine output an acceptable pleasure with no regrets.

Twenty-five years ago the C 36 AMG was in the initial stage of direct cooperation between Mercedes-Benz and AMG – an outstanding success story. In 1999 the Stuttgart group took over a majority stake in AMG, and since 2005 Mercedes-AMG GmbH has been a wholly-owned subsidiary of Daimler AG. Today the passion for performance with sporty top models characterises virtually all segments of the Mercedes-Benz passenger car range with more than 50 different models. Since 2009 the performance brand has also been demonstrating the high level of development expertise with sports cars developed completely autonomously, such as the SLS AMG and the Mercedes-AMG GT.

The powerful C from AMG in model series 202 of 1993 sounded the starting signal for this development. The flagship C-Class was an instant success and became the first high-volume production model in the history of Mercedes-AMG: by March 1997, the 5,000th vehicle had been delivered. Six months later in the autumn of 1997, when more than 5,200 vehicles had been produced, the C 36 AMG was superseded by the Mercedes-Benz C 43 AMG – the first C-Class with a V8 engine. In June 1996 the C 36 AMG started a tradition that continues to this day when the Affalterbach-based brand provided the official safety car in Formula 1 for the first time.

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Two of the Most Spectacular Fifties’ Sports Cars Up For Auction For an Estimated £1.6m

A 1955 Mercedes-Benz 300 SL Gullwing will be heading to the auction block next year

A 1955 Mercedes-Benz 300 SL Gullwing will be heading to the auction block next year – by all means, feel free to start thinking about what you can sell to afford it. Now, a quick history while you ponder your finances. Following the success of the 300 SL racing car in the early Fifties, a Mercedes’ North American dealer told Benz bosses that a road-going version was needed. Mercedes agreed, and the Gullwing was the result.

It was arguably the world’s first supercar, the SL boasting the highest top speed of any production car at the time, and a daft set of doors to match. This particular car on offer – chassis no 5500272 – has been completely restored and boasts a rare white paintjob.

The price? This one is estimated to sell for up to £1.1m (€1.6m).

1955 Mercedes-Benz 300 SL Gullwing

1955 Mercedes-Benz 300 SL Gullwing

There’s also a 1955 Porsche 550 Spyder. The 550, don’t forget, was originally inspired by the 356 and built to go racing. It ended up becoming one of Stuttgart’s finest-ever sports cars which boasted proper racing pedigree. James Dean used to own one, calling his ‘little b****rd’. Gary Oldman’s got one too.

This particular model is chassis number 550-0068, and is the very car Porsche displayed at the 1955 Frankfurt Motor Show. It then went on to an ‘illustrious competition career’ and with success on the US motorsport scene through the late Fifties.

The price? It’s estimated to sell for up to £2.5m (€3.6m).

1955 Porsche 550 Spyder

1955 Porsche 550 Spyder

Now, imagine for a moment – you had the cash, which would you go for?

Mercedes-Benz at the 2014 Arlberg Classic Car Rally

Mercedes-Benz Classic will be taking part in this year's Arlberg Classic Car Rally (June 26-282014) with a sports version of the Mercedes-Benz 190 SL

Mercedes-Benz Classic will be taking part in this year’s Arlberg Classic Car Rally (June 26-282014) with a sports version of the Mercedes-Benz 190 SL. Taking to the wheel of this very special Roadster dating from 1955 will be brand ambassador and former DTM racing driver Ellen Lohr.

“The Mercedes-Benz 190 SL impressively combines two attributes of automotive engineering, namely decidedly sporty driving characteristics and a high level of ride comfort,” says Michael Bock, Director Mercedes-Benz Classic and Customer Center. “These are ideal attributes for this very varied regularity rally through the Lech holiday region.”

The Arlberg Classic Car Rally is something of a home game for Mercedes-Benz: in 1927 Wilhelm Max Prince of Schaumburg-Lippe (“Prinz Sause”, or the “Speedy Prince”) driving a Mercedes-Benz Model S with the start number 35 won the first Arlberg race in the class for sports cars with a displacement of up to eight litres.

Mercedes-Benz is also active as a main sponsor for this fifth event in the revived Alpine classic. The spectacular mountain scenery of the Tyrol and Vorarlberg provides the perfect conditions for participants in the Arlberg Classic Car Rally: there are no fewer than ten Alpine passes within a radius of around 100 kilometres. Over the three days the route covers more than 500 winding kilometres. The Rally starts and finishes in the municipality of Lech.

After the traditional prologue through the “Lech Canyon” on the Thursday (26 June 2014), the cars will climb the 1894-metre Hahntennjoch on Friday and then return to Lech by completing a wide loop via Pitztal, Ötztal, and Berwangertal. On Saturday, the drivers will follow the old Arlberg road through the “Flexengalerie” hewn out of solid rock.

The car entered by Mercedes-Benz Classic for the 2014 Arlberg Classic Car Rally

Mercedes-Benz 190 SL (W 121) sports version, 1955

The sports version of the Mercedes-Benz 190 SL (W 121) is configured as a touring sports car. Thanks to windowless doors and two small glass panes rather than one large windscreen, it is lighter than the standard production SL and therefore an attractive option for sporting events. The bumpers and soft top are removable.

Technical data

  • Production period: 1955-1969
  • Cylinders: 4/in-line
  • Displacement: 1,897 cc
  • Output: 77 kW (105 hp) at 5,700 rpm
  • Top speed: 180 km/h

The driver for Mercedes-Benz Classic in the 2014 Arlberg Classic Car Rally

  • Ellen Lohr
  • Born on 12 April 1965 in Mönchengladbach

Ellen Lohr came to motor sport from the kart racing scene, where she was active from 1979 to 1983. Her greatest successes were participation in the Junior Kart World Championships and a first place in the North-West German Kart Championships. After competing in the German Formula Ford 1600 series (German Champion in 1987), and first participating in the DTM (BMW) and German Formula 3 Championships with VW in 1989/90, she was engaged for the German Touring Car Championships by the AMG-Mercedes team. For the 1995 season she moved to the Mercedes-Zakspeed team, and in 1996 drove for the AMG-Mercedes team Persson MS. Ellen Lohr is the only woman to date to have achieved a DTM victory, which she won in May 1992 at the motor racing festival in Hockenheim at the wheel of an AMG-Mercedes 2.5-16 Evolution II. In 1997, she competed in the European Truck Racing Championships, driving a Mercedes-Benz racing truck. Subsequently Ellen Lohr has continued to be actively involved in numerous other race series, including the Paris–Dakar Rally since 2005 and back in truck racing since 2012.

AMG Restored 300 SL Gullwing Headed to Auction

And Iconic 1954 Mercedes 300 SL Gullwing that has been restored and modified by AMG is headed to the auction block in Monaco

Car restorers crave the opportunity to get their hands on a Mercedes-Benz 300 SL Gullwing.  And understandably so, only 1,400 were built and if done right, a great restoration can make your career in the restoration world.  But for some who attempt a restore on the iconic Mercedes, it can create a backlash from those who don’t believe in straying from the original.

One of the latest resto/mods was done on a 1954 Mercedes-Benz 300 SL Gullwing, heading to the auction block at RM Auctions in Monaco on May 10 wasn’t done by a third party, it was completed by Mercedes AMG themselves.

AMG didn’t just give the iconic Gullwing an overhaul, paintjob and a new set of wheels, they did complete reworking of every mechanical system on the car. Gone are the awkward rear swing-arms, replaced instead by a new five-link suspension system from a modern SL. Disc brakes all around, necessary to contain the 380 hp, 428 lb-ft 6.0-liter V8. The 6.0-liter engine likely came from a SL60 AMG while the brakes, along with the Bilstein shocks, were taken from a C63 AMG.  Not left out of the update were the wheels, replaced with five-spoke AMG wheels with low-profile tires.

The vintage leatherwork or tartan fabric on the 300 SL has been removed to make way for a set of new Recaro seats.

It leaves us wondering, why did Mercedes decide to restore and modify the SL in such a modern way instead of sending it over to the Mercedes-Benz Classic for a restore?  Looks like credit goes to the Sultan of Brunei who ordered a half-dozen resto/mod 300 SL’s.  AMG then sold another five to other buyers.

For more info on the auction, visit RM Auctions.

Mercedes-Benz SSK and AMG 300 SEL 6.8 at the International Mountain Award

The International Edelweiss Mountain Award Rossfeld Berchtesgaden is an event which takes you back to the heyday of hill climb racing

To mark the premiere of the International Edelweiss Mountain Award Rossfeld Berchtesgaden (September 17-29, 2013), Jochen Mass will be driving a Mercedes-Benz SSK (W 06300 6.8) and Karl Wendlinger will take to the wheel of the AMG 300 SEL 6.8, the “Red Giant”. Both models are equipped with some brilliant motorsport features.

1928 Mercedes-Benz type SSK

1928 Mercedes-Benz type SSK

The International Edelweiss Mountain Award Rossfeld Berchtesgaden is an event which takes place on the Rossfeld panoramic pass road between Berchtesgaden and Salzburg and harks back to the heyday of hill climb racing in the middle of the last century. It was a time when the Mercedes-Benz star shone brightly in the various international competitions in this discipline: Rudolf Caracciola and Hans Stuck won the European Hill Climbing Championship for sports cars three times in the years 1930 to 1932. Caracciola, lead driver at the time for the Mercedes-Benz racing department, was European Hill Climbing Champion in 1930 and 1931, while in 1932 the title went to Stuck, who became champion of the Alps in a Mercedes-Benz SSKL. As a representative of this era, Mercedes-Benz Classic is sending the SSK to the International Edelweiss Mountain Award event with Jochen Mass at the wheel.

The second vehicle, the AMG 300 SEL 6.8 (W 109) to be driven by Karl Wendlinger, throws the spotlight on a younger facet of motorsport history. At the same time it is also a shining example of the history of the AMG brand. In 1971 the red-painted racing touring car celebrated its greatest triumph at the 24 Hours of Spa-Francorchamps.

Rekindling memories of golden eras

Hill climbs were first staged on the gravel track that runs from Berchtesgaden to Obersalzberg in the years 1925 to 1928. The race, for cars and motorcycles, became known as the Salzberg race. The Rossfeld race marked a revival of this tradition between the 1950s and the 1970s. Jochen Mass was one of those who took part in the race, in 1969 and then again in 1971. In those days, the race also counted as a heat towards the European Hill Climbing Championship. “The Rossfeld has always had a very particular attraction for me”, says the Mercedes-Benz Classic brand ambassador today of this historic route. “It brings together landscape and motor racing in a very special way.”

The International Edelweiss Mountain Award Rossfeld Berchtesgaden 2013 harks back to these two golden eras in the history of hill climb racing. The premiere begins on the Friday (27 September) with the scrutineering session and presentation of the vehicles in Berchtesgaden. The practice runs follow on the Saturday (28 September). The contest for the Mountain Award itself finally takes place on the Sunday (29 September) in three classification rounds. The event also incorporates an extensive programme of activities based around the fascinating history of the automobile.

The Mercedes-Benz Classic vehicle taking part in the International Edelweiss Mountain Award Rossfeld Berchtesgaden 2013

Mercedes-Benz SSK 27/170/225 PS (W 06 series), 1928

Of all the six-cylinder supercharged sports cars in the Mercedes-Benz S-series, the SSK (W 06) model is the most exclusive and fascinating variant. The letters SSK stand for the German words for Super-Sport-Short, so drawing attention to the shortened wheelbase as well as to the vehicle’s sporty appeal. Straight away, in the summer of 1928, works racing driver Rudolf Caracciola won the Gabelbach, Schauinsland and Mont Ventoux races at the wheel of the brand-new SSK. In 1930 and 1931, it was again in the SSK that he won the European Hill Climbing Championship. The lighter and even more powerful version of 1931, also known as the SSKL (Super-Sport-Short-Light), achieved similarly spectacular success. Among its most notable achievements was a win in the legendary 1000-mile “Mille Miglia” race: in 1931 Rudolf Caracciola, in the SSKL, became the first non-Italian driver to claim victory in this challenging road race from Brescia to Rome.

Technical data Mercedes-Benz Type SSK 27/170/225 PS street version

  • Production period: 1928-1930
  • Cylinders: 6/in-line
  • Displacement: 7065 cc
  • Output: 125 kW (170 hp), with compressor 165 kW (225 hp) at
  • 3300 rpm
  • Top speed: 192 km/h

AMG 300 SEL 6.8 (W 109), 1971

It was at the wheel of the AMG 300 SEL 6.8 touring race car that Hans Heyer and Clemens Schickentanz won a surprising class victory and second place in the overall classification at the 24-hour race at Spa, Belgium, on 24 July 1971. The winning car was developed by the then virtually unknown AMG, founded in 1967 by Hans Werner Aufrecht and Erhard Melcher, Großaspach, under the name “Ingenieursbüro, Konstruktion und Versuch zur Entwicklung von Rennmotoren” (Engineering office, Construction and Testing for the Development of Racing Engines). The modified vehicle was based on the Mercedes-Benz 300 SEL 6.3 which, with an output of 250 hp (184 kW), was absolutely unrivalled in its day. But Aufrecht and Melcher made the fastest German series-production car of the period even more powerful: engine capacity grew from 6330 cc to 6835 cc, and the output of the improved V8 engine increased to 428 hp (315 kW). The win in the race at Spa marked the breakthrough for AMG and was to be followed by further victories. To this day the car is still known by its nickname, the “Red Giant”. The original car from 1971 no longer exists, but in 2006 the AMG 300 SEL 6.8 was re-developed in a detailed reconstruction. It has been an immensely potent ambassador of Mercedes-AMG history on each of its appearances ever since.

Jochen Mass

Jochen Mass

The driver for Mercedes-Benz Classic at the Edelweiss Mountain Award 2013

Jochen Mass

  • Born 30 September 1946 in Dorfen, near Starnberg, Germany

Jochen Mass, originally a seaman by profession, began his varied career in motorsport in 1968 driving in touring car races for Alfa Romeo and then as a works driver for Ford from 1970 until 1975. During this period (1972) he won the 24-hour endurance race at Spa-Francorchamps. He was involved at the same time in Formula 2 racing (1973) and drove in 105 Formula 1 Grand Prix races (1973/74 for Surtees; 1975 to 1977 for McLaren; 1978 for ATS; 1979/80 for Arrows; 1982 for March).

With the 1985 German Sports Car Championship title under his belt, and following a stint as a works driver for Porsche until 1987, he was recruited as a works driver to the Sauber-Mercedes team. He drove in Group C for this team until 1991. In the new Silver Arrow, the Sauber-Mercedes C9, Jochen Mass won the 24 Hours of Le Mans together with Manuel Reuter and Stanley Dickens and finished runner-up in the 1989 World Championship. Three years later, Mass became involved in team management for the DTM (German Touring Car Championship, as it then was).

Sir Stirling Moss has described him as “a driver with an enormous feeling for racing cars and great technical knowledge, who is familiar with every era in racing history”. It is therefore hardly surprising that, to this day, Jochen Mass is still to be found behind the wheel for Mercedes-Benz at historical events. Whether the vehicle is a W 125 “Silver Arrow” or a Mercedes-Benz SSK, Jochen Mass knows and drives them all.

Karl Wendlinger

  • Born 20 December 1968 in Kufstein, Austria

Karl Wendlinger was fourteen when he entered the world of motorsports through kart racing. He went on to win the German Formula 3 Championship in 1989. From 1990 to 1991, the Austrian was part of the Mercedes Junior Team that also included Michael Schumacher and Heinz-Harald Frentzen, and as part of this team he took part in the World Sports Car Championship. In 1991, he made the move to Formula 1. From 1994 onwards, Wendlinger with Heinz-Harald Frentzen for the Sauber-Mercedes team. He took part in the DTM German Touring Car Championships, International Formula 3000 and the 24 Hours at Le Mans. Some of his key victories on the circuit include the FIA GT Championship (1999), first in the 24 Hours at Le Mans in the GTS class (the same year), overall victory at the 24 Hours at Daytona in 2000, and second place in the 24 Hours at the Nürburgring (2003). From 2004 to 2011, Karl Wendlinger drove for various teams in the FIA GT Championship, and in 2007 he was runner-up with Jetalliance Racing. Karl Wendlinger has been an AMG brand ambassador and an instructor at the AMG Driving Academy in France since 2012.

Peking to Paris Rally in Mercedes Ponton

Watch husband and wife team push their 1958 Mercedes Ponton to the limits in the grueling 33 day Peking-Paris Rally

The Peking-Paris rally is regarded as one of the world’s most demanding classic car rally events. Since 1907, the Peking-Paris rally has only taken place five times. Follow husband and wife team Dirk and Alexandra along with their 1958 Mercedes-Benz model 219 “Ponton” as they make their way along the 7,610 mile route that starts in Beijing, China (previously Peking) and ends in Paris, France.

Journey to the 2014 Mercedes S-Class – Photo and Video Update

Beginning with it's first version, the W187 in 1951 through to its most recent model, the W221 S-Class that has reigned since 2005

There is no question that the Mercedes-Benz S-Class is synonymous with luxury, comfort, and safety. With the recently leaked photos of the 2014 S-Class, we wanted to take a look back at how it came to be. Beginning with it’s first version, the W187 in 1951 through to its most recent model, the W221 S-Class that has reigned since 2005, take a look below for a brief history of each version.

Check back below at 12:15 CST for the live premiere of the 2014 Mercedes-Benz S-Class.

From W 187 to “Ponton Mercedes” (1951 to 1959)

The direct ancestral line of the S-Class began in 1951, when Mercedes-Benz returned to the high-end segment for the first time since the end of the Second World War with the 220 model (W 187). Launched at the same time, the prestigious Mercedes 300 (W 186) was the largest and fastest car in series production in Germany and the yardstick by which other luxury vehicles were measured. It became known as the “Adenauer Mercedes” because it was the favourite official car of German chancellor Konrad Adenauer.

The next generation of the S-Class followed in 1954: the model 220 (W 180) was the first Mercedes-Benz six-cylinder car to feature a unitised body design. Its ultra-modern “pontoon” body offered previously unheard of levels of comfort. The single-joint swing axle, which had a low pivot point and had been developed for the Mercedes racing cars, ensured first-class handling.

Mercedes-Benz 300 (W 186 / W 189, 1951 to 1962). The car in the photo dates from 1952

Mercedes-Benz 300 (W 186 / W 189, 1951 to 1962). The car in the photo dates from 1952

From the “tailfin” to the 300 SEL 6.3 (1959 to 1972)

The “tailfin” models introduced in 1959 earned their nickname from the understated sight lines adorning the rear wings. The 111/112 model series represented a milestone in automotive history, as this was the first time that Béla Barényi’s safety shell had been put into service in a series-production car.

In 1963, Mercedes-Benz launched the prestigious 600 model (W 100) which followed in the tradition of the Super Mercedes. This exclusive, top-of-the-range vehicle was available as a limousine with either a standard, or long wheelbase, or as a landaulet. Its extensive appointments reflected the pinnacle of what was technologically possible at the time.

The timelessly elegant saloons of the 108/109 model series – the successor to the “tailfins” – made their debut in 1965. A highlight of this S‑Class generation was the 300 SEL 6.3 model that appeared in 1968. This top-of-the-range vehicle used the same powerful V8 engine as the model 600 and delivered performance on a par with sports cars.

Mercedes-Benz 220 SE (W 111, 1959 to 1965). The car in the photo dates from 1964

Mercedes-Benz 220 SE (W 111, 1959 to 1965). The car in the photo dates from 1964

The first S-Class (model series 116, 1972 to 1980)

In 1972, the 116 model series set new standards with its modern design and extensive comfort and safety features. It was the first model series to officially be called the S-Class, though the letter S had long been used internally by Mercedes-Benz as a designation for high-end vehicles. In 1978, the 116 model series became the world’s first mass-production car to offer anti-lock brakes.

Mercedes-Benz S-Class 116 series (1972 to 1980). The 450 SEL 6.9 model in the photo dates from 1980

Mercedes-Benz S-Class 116 series (1972 to 1980). The 450 SEL 6.9 model in the photo dates from 1980

Modern classic (model series 126, 1979 to 1991)

Launched in 1979, the 126 model series had a clean, modern design that did away with the traditional chrome bumpers in favour of plastic ones. The 126 model series raised the bar with regard to aerodynamics, driving comfort, and safety. The air bag, for example, made its debut in this model series in 1981, as did the front passenger air bag in 1988.

Mercedes-Benz S-Class 126 series (1979 to 1991). The 500 SEL model in the photo dates from 1982

Mercedes-Benz S-Class 126 series (1979 to 1991). The 500 SEL model in the photo dates from 1982

A new superlative (model series 140, 1991 to 1998)

Introduced by Mercedes-Benz in 1991, the S-Class of the 140 model series delivered the maximum in comfort and performance. The 600 SE and 600 SEL were the first Mercedes-Benz saloons to be powered by a V12 engine. In 1995, the ESP® Electronic Stability Program was fitted as standard in the V12 versions – a world first.

Mercedes-Benz S-Class 140 series (1991 to 1998). The 600 SEL model in the photo dates from 1991

Mercedes-Benz S-Class 140 series (1991 to 1998). The 600 SEL model in the photo dates from 1991

The S-Class of the 21st century (model series 220, 1998 to 2005)

In 1998, the S-Class 220 model series arrived on the market as the flagship vehicle for Mercedes-Benz’s new product strategy. It was marked by a much leaner design than its predecessor. Innovations available in this S-Class included the COMAND control and display system, the DISTRONIC proximity-controlled cruise control system, Active Body Control (ABC, available from 1999), and the preventive occupant protection system PRE-SAFE (2002).

Mercedes-Benz S-Class 220 series (1998 to 2005). The S 400 CDI model in the photo dates from 2002

Mercedes-Benz S-Class 220 series (1998 to 2005). The S 400 CDI model in the photo dates from 2002

Exclusive, safe and eco-friendly (model series 221, 2005 to 2013)

In 2005, Mercedes-Benz introduced its integral safety concept in the 221 model series of S-Class. By incorporating all elements of active and passive safety, this S-Class has brought Mercedes-Benz a significant step closer to the vision of safe, accident-free driving. In 2009, the 221 model series became the first luxury Mercedes-Benz model to feature a hybrid drive – at the same time, the S 400 HYBRID became the first series-production car to be fitted with a lithium-ion battery.

Mercedes-Benz S-Class 221 series (2005 to 2013). The S 500 model in the photo dates from 2007.

Mercedes-Benz S-Class 221 series (2005 to 2013). The S 500 model in the photo dates from 2007.

A history of automotive excellence

The exclusive tradition of the Mercedes-Benz S-Class dates right back to the beginning of the 20th century. Since that time, the range of products offered by Mercedes and Benz – Mercedes-Benz from 1926 – has always featured outstanding models in the high-end and luxury bracket. They are representative of an innovative, visionary approach to automotive engineering that shapes vehicle development as a whole. Mercedes-Benz is taking this long-established tradition into the future with the S-Class generation of 2013.

2014 Mercedes-Benz S-Class

2014 Mercedes-Benz S-Class

Mercedes S-Class Center Stage at 2013 Techno Classica Exhibition

Mercedes-Benz S-Class tradition is main focus of Mercedes-Benz Classic's exhibition at the 25th Techno Classica in Essen

Mercedes-Benz Classic is making the exclusive history of the S-Class and its pioneering innovations the main focus of its brand presentation at the 25th Techno Classica in Essen from April 10-14, 2013. Mercedes-Benz, the world’s oldest car manufacturer will be presenting its exhibits at the largest international trade fair for classic vehicles on a stand covering 4500 square metres in hall 1 of the Essen Exhibition Grounds.

“The Techno Classica is actually one of the most important events in the year for classic cars,” is how Michael Bock, Head of Mercedes-Benz Classic, highlights the importance of the leading international exhibition for classic vehicles. “Together with our officially recognised brand clubs, we will be able to communicate the entire world of Mercedes-Benz Classic and at the same time demonstrate our very close partnership with them,” anticipates Michael Bock.

And here the Stuttgart brand will be dedicating 1000 square metres of its exhibition space solely to its luxury class, top-of-the-range vehicles from the S-Class and their predecessor model series – from the early days of the automobile right up to modern times. A particular gem is the Benz “Prinz-Heinrich-Wagen” from 1910. Mercedes-Benz Classic has extensively restored this original special touring car at great expense and in accordance with the requirement for utmost authenticity. The car therefore stands for both the excellent motorsport tradition of the brand and the outstanding competence of Mercedes-Benz Classic in the field of extensive, true-to-original restoration projects. The project was carried out in co-operation with the Louwman Museum in The Hague (the Netherlands), who also had a “Prinz-Heinrich-Wagen” from 1910 restored to original condition.

S-Class Gallery

The focal point of the Mercedes-Benz Classic exhibition will be the presentation of the unique S-Class tradition in a gallery of twelve vehicles. The importance of the S-Class and its product values with their roots going way back in brand history to the invention of the automobile will be demonstrated by three exhibits dating from the first half of the twentieth century: the Mercedes-Simplex 60 hp (1904), which was used as a touring car by businessman Emil Jellinek – whose daughter Mercédès Jellinek lent her name to the brand – as well as a Nürburg 460 (W 08, 1929) and a model 770 “Grand Mercedes” (W 07, 1931). In addition to nine other vehicles representing the ancestors of the range-topping, premium-segment saloons since 1951, the Mercedes-Benz Classic exhibition stand will be taking a look into the future with the new 222 model series which will be given its market launch this summer.

The Benz “Prinz-Heinrich-Wagen” from 1910

The “Prinz-Heinrich-Wagen” exhibited at the Techno Classica is one of only two true-to-original vehicles worldwide to have survived the more than 100 years since their first racing appearance. It is extraordinary proof of the visionary technological leadership of this era. The ten Benz racing touring cars built at the time were specifically designed for the Prince Heinrich Tour of 1910 and they were technically far ahead of their time. The spirit of such excellence is part of the Mercedes-Benz brand values which have formed the basis for the creation of amazing vehicles across all eras”. The car from the Mercedes-Benz Classic collection reached the finishing line of the 1910 Prince Heinrich Tour in 11th place, and then in the same year it also went on the Tsar Nicholas Tour. The car still has the modified engine which the racing car was fitted with for this race in Russia.

A good partnership between brand and clubs

Mercedes-Benz Classic and the officially recognised brand clubs once more demonstrate their mutual affinity at the Techno Classica 2013: the presentations from 17 clubs with a total of about 50 historical vehicles are included in the overall presentation of the brand’s own Classic area. “We really appreciate the great commitment shown by the brand clubs,” emphasises Michael Bock. “They are extremely important ambassadors for the long-lived fascination of the brand.”

Among the topics Mercedes-Benz Classic is taking up at the Techno Classica exhibition are the exemplary services provided by both Classic Centers and dealerships, the comprehensive services provided by garages and workshops, and the ready availability of Mercedes-Benz GenuineParts. The Mercedes-Benz Museum and the Mercedes-Benz Classic Store are also taking part in the exhibition.

Anniversary fair in Essen

This year it is the 25th time that the Techno Classica, the leading international trade fair for classic vehicles, will be held in Essen. The trade fair will be opened on 10 April 2013 with a preview, media and trade day followed by three more days from 11 to 14 April. The 2013 anniversary event has attracted great attention so that all of the 20 halls and the open-air section of the Essen Exhibition Grounds will be full. And very appropriately for the anniversary, 25 automotive brands from all over the world will also be exhibited at the Techno Classica.

Since it started in 1989, the Techno Classica has established itself as the leading venue and trading centre for the international classics scene. This year the organisers are expecting more than 180,000 visitors who will be awaited by more than 1200 exhibitors. There will be about 2500 high quality collector’s cars on show as well as restoration specialists, suppliers and spare parts providers – and in addition everything else connected with classic cars such as literature, models, accessories and art.

Heading to Stuttgart?

The history of the S-Class will be the focus of a special exhibition taking place at the Mercedes-Benz Museum from June 18 to November 3, 2013.

Photo Fun: Classic Car Crash Compilation

The pictures were taken in and around Boston , Massachusetts by Leslie Jones, who was staff photographer at the Boston-Herald

The pictures were taken in and around Boston , Massachusetts by Leslie Jones, who was staff photographer at the Boston-Herald Traveler newspaper from 1917 to 1956. Mr. Jones captured everything that happened in the city for five decades and when he died in 1967, his family donated a vast collection of 34,000 prints to the Boston Public Library.

They included these fascinating photos of vintage car wrecks from the great motoring boom. Motor cars became affordable to the masses for the first time in the 1920s. By the end of the decade a Model T Ford cost $298, just a fraction of the $1,200 it cost in 1909.

The introduction of hire purchase also made it much easier for members of the public to buy cars, and by 1929, 20 per cent of Americans were on the road. Ford, Chrysler and General Motors were all competing for the boom in business and by the time the depression hit in 1929, Ford was producing more than one car every minute.

Technology meant these early cars were capable of achieving speeds of up to 50 miles per hour – but safety measures were nowhere near as advanced as they are today. Add in the fact drivers didn’t need to pass a test before they got behind the wheel, and it’s easy to see why accidents were frequent and often spectacular.

Thanks to Thor for the tip.

Mercedes-Benz SL Advertising History

It all started way back in 1952 with various advertising efforts in connection with the Mercedes 300 SL racing sports car

There is no question that the Mercedes-Benz SL product range is legendary, and being such a legend, you wouldn’t think the SL would have needed advertising, of any kind. But, after taking a look at the history of the SL, Mercedes-Benz had employed some of the best agencies around the world to promote the legend since 1952.

The ads speak for themselves, so if you are short on time, feel free to skip straight to the photo gallery. Otherwise, read on to find out the history of the Mercedes-Benz SL in advertising.

Product ranges as icons of their time

Again and again the product range – known simply as the SL – turns up in advertising, making car enthusiasts’ hearts beat faster. It all started way back in 1952 with various advertising efforts in connection with the 300 SL racing sports car (W 194), the founder of the SL dynasty. Artistically painted posters from all over the world depicting racing victories do not just pay tribute to the heroes behind the wheel, but also show the technical superiority of the Mercedes-Benz sports car. The 300 SL racing sports car proved its strength on international racetracks partly using technical features used in cars from the Mercedes-Benz series production line at the time.

The international success of the series production racing car with its famous gull wing doors introduced in 1954 under the name 300 SL (W 198) was prepared well in advance. Although the posters were generally preferred for showroom use, the 300 SL started to appear more and more frequently in newspapers and magazines as a symbol for the brand with the star. Other companies in the automotive branch jumped on the bandwagon and used this fascinating vehicle as an advertising medium for their own products.

The effect of the still pictures used in advertising was surpassed by the new vistas opened up by the rapidly expanding use of moving pictures. Shots of the SL driving at breakneck speeds flickered across cinema screens and, from the 1960s on, they even brought a feel for speed to viewers at home in their own living rooms. Many people dreamed of owning a car like the Mercedes-Benz 230 SL (W 113) and in 1966 the advertisers titled it without further ado as the “most sensible dream car in the world”. Almost 30 years later, in 1991, the 300 SL (R 129) was presented as “A summer night’s dream”. And from one generation to the next, one thing has not altered: since 1952, the SL has found its place in advertising as a fascinating car which uniquely succeeds in combining sportiness with comfort as well as breathtaking design with innovative engineering.

The early years: 1952 to 1963

  • 300 SL (W 194) racing sports car drives home triumphal victories thanks to technology transfer
  • Standard production vehicles 300 SL, 190 SL and 300 SL Roadster are icons in the history of advertising

The striking radiator grill with its large star is projected across the whole poster and at the side of the track enthusiastic spectators are throwing their Mexican straw hats up into the air, whilst in the background an oversized cactus is growing skywards. Portrayed sitting in the cockpit of the Mercedes-Benz 300 SL racing sports car are Karl Kling and co-driver Hans Klenk, the two heroes of the 3rd Carrera Panamericana through Mexico in 1952 – one of the most challenging road races in the world. Under this extremely dramatic painting by artist Hans Liska it says in black letters “Developed from a standard Mercedes-Benz passenger car, the 300 SL won a convincing victory and set a new record time for the distance covered in this extremely tough 5-day contest”.

It may initially seem surprising that Mercedes-Benz advertised using the fact that it developed a sports car from normal series production vehicles. Generally speaking, car manufacturers go in the opposite direction with technology transfers – from motor racing to series production. History provides us with an appropriate explanation. At the end of the war, four-fifths of the Daimler-Benz factories had been destroyed and the production of commercial vehicles and passenger cars was slow at taking off. At that time it was hard to imagine that a German team would take part in international motorsport. It was not until March 1952 that the Mercedes-Benz 300 SL (W 194) was presented to the whole world. After the first and at the same time huge successes in the legendary 1000-mile Mille Miglia race in Italy, the Bern Grand Prix, the 24-hours of Le Mans and at the Nürburgring, the triumph in the extremely tough Carrera Panamericana was a further step forwards on the road back to being among the world’s best in motorsport. And it worked: being successful in motor racing gave the brand with the star a new aura. The extravagant posters celebrating the race victories decorated the Mercedes-Benz showrooms and transmitted a new feeling of self-confidence.

Other companies also realised that they could use the regained charisma of Mercedes-Benz and make use of the successful racing sports car for their advertisements in 1952. In the magazine Motor-Rundschau, Varta took credit for itself by pointing out that “Varta Quality Batteries” were used during the Carrera Panamericana. The supplier Beru announced proudly that Kling and Carracciola were victorious using “normal Beru spark plugs”. And after the more than 3,800 kilometres covered during the 24-hours of Le Mans, Bosch praised the superiority of the “standard Bosch fittings from the dynamo to the spark plugs”.

Mercedes-Benz 300 SL and 190 SL – premieres in New York and Paris (model series W 198 and W 121)

The world premiere of the series production sports car Mercedes-Benz 300 SL (W 198) came two years later in February, 1954, at the International Motorsport Show in New York. The coveted car then made its first European appearance in Paris. A monochrome advertisement from France styled like a copperplate engraving shows the 300 SL in front of the Arc de Triumph. The advertisement bears in mind the step taken from motor racing to series production by depicting the car in a much more objective manner than in the racing victory posters.

On the other side of the Atlantic, the euphoria was just as great in 1955. “It’s here!” With this joyful proclamation, the United States greeted the 190 SL (W 121). The roadster was on sale for 3,733.50 US dollars and had a great deal to offer. It was to bring “new driving pleasure”, set “new standards” and even to help win “new friends”.

Performance and superior elegance

A sales brochure promoting the Mercedes-Benz 300 SL (W 198) in 1955 also follows this direction – i.e. from motorsport into series production. “With this extremely elegant sports car the designers at Daimler-Benz AG are placing what they have gained from all the victories under the Mercedes star into the hands of their customers.” The gull wing model is extolled as being a buyable road version of the successful racing sports car – one can almost smell the scent of the laurels in the Indian ink drawing accompanying the text. The silver 300 SL on a blue background was created by advertising artist Walter Gotschke who had been working for Daimler-Benz since 1938.

Another drawing from the same pen is to be found in a brochure for the open top Mercedes-Benz 190 SL from 1955. The man behind steering wheel is wearing a cap; the lady sitting in the co-driver’s seat next to him discreetly hides her face behind fashionable sunglasses. The countryside and architectural details flying by in the background give the impression of a going for a spin in more southern climes. Somewhat later this motif was taken up once again, but given a completely new dramatisation. The whole scenery gives a more gloomy impression, the front wheels of the 190 SL are clearly turned towards the left and in the background racehorses are galloping through the countryside.

“Engineered like no other car in the world”: Mercedes-Benz 190 SL und 300 SL Roadster

A red Mercedes-Benz 190 SL is presented very clearly and down-to-earth in a 1956 advertisement: “Whether you drive it as a roadster or with a Coupé hardtop, the dynamic momentum discernable in the perfect shape of its body turns into a thrilling experience for you when sitting behind the wheel of the 190 SL.” In charge of the layout with its clear concept was Horst Slesina. Together with William Heumann, he had been commissioned to create a uniform Mercedes-Benz style. “Engineered like no other car in the world” was the central message – and this was the first time in its history that Daimler-Benz had had a general brand slogan covering all its products.

At the Geneva Motor Show in March 1957 a new roadster was presented as the successor to the gull wing version. Like its predecessor, the open top 300 SL Roadster (W 198), the idea originated from the US American Max Hoffman who had been the official importer of Mercedes-Benz vehicles for North America since September 1952. The accompanying advertising campaign created by the Heimann Agency had an almost artistic character. While the four-seater Mercedes-Benz 220 S Cabriolet was promoted with the drawing of a butterfly under the slogan “Vacation on every trip”, a crouching tiger prowled round the new 300 SL Roadster under the slogan “Elegantly controlled power” which was to whet one’s appetite for an “exciting driving experience in a fascinating car”.

“Anyway you look at it – quality.” In the English-speaking world, the Stuttgart car manufacturers promoted its products by praising their quality. On a black-and-white illustration in 1958 a Mercedes-Benz 300 SL Roadster is shown driving past a Mercedes-Benz 180 “Ponton” and the lady in the co-driver’s seat is protecting her hair with a headscarf. The accompanying text promises that one always feels at home in a Mercedes-Benz – regardless of whether on a long business trip or simply driving for pleasure. The layout is almost identical for the advertisement for the 190 SL. The heavy conventional truck with a dump truck body points to the wide range of products produced by Mercedes-Benz, the text goes into details about the quality and stable value of all products carrying the star: from passenger cars to buses and trucks right up to special vehicles and diesel engines.

The 1961 anniversary year focused on the company’s founding fathers Gottlieb Daimler and Carl Benz. The advertising also reflected the birth of the car 75 years previously. In an advertisement the Mercedes-Benz 300 SL Roadster is shown together with the three-wheeled Benz Patented Motorcar, which was registered for a patent in 1886 by Carl Benz. “There’s one thing unchanged by time”: the age-old longing “to travel even faster” which had existed unaltered for decades and was seen as linking element between these two extremely different cars.

The 190 SL – promoting sales to the end of its production

The open driver’s door allowing a view of the high-quality lock and the first class workmanship on the inner panelling belongs to a Mercedes-Benz 190 SL and is the main focus of this particular advertisement motif. As part of a new campaign which relied on photography as its main stylistic method for the very first time, a dark blue 190 SL turned up in 1963 – even though the new Mercedes-Benz 230 SL (W 113) was launched in the same year. “Safety you can really feel” – the message is clear: passengers in a Mercedes-Benz have the greatest possible feeling of safety. In the advertisement – which was also used internationally – it was not meant to be intensive advertising for a particular product, but a kind of representative advertising. Prospective customers were informed about the brand’s advantages, but not directly invited to make a purchase. A radical innovation was the use of views of details for the SL advertising, previously only the entire vehicle had been shown.

The “Pagoda” – sporting tradition with the SL from the model range W 113

  • One car to replace two previous model ranges
  • Advertising now with moving pictures

In March 1963 a new SL celebrated its premiere at the Geneva Motor Show. Mercedes-Benz presented one sports car to replace two previous models. The model 230 SL, known in-house as the W 113, took on a difficult legacy – partly because its two predecessors, models 300 SL (W 198) and 190 SL (W 121) had been very popular and successful from the very beginning, and partly because the two cars – despite their similarities – represented fundamentally different vehicle concepts. The new model was designed to follow a middle course: the Mercedes-Benz 230 SL is neither an uncompromising roadster nor an extremely gentle-tempered boulevard sports car, but more a comfortable high-performance two-seater touring car with exemplary driving safety.

An advertising film produced by Armin Lang which lasted a bare fifteen minutes focused on the sporting tradition of the 230 SL. Karl Kling, the former Mercedes-Benz racing driver and later racing manager acted as test driver and was a little reminiscent of a radio commentator of years ago. According to Kling, the Mercedes-Benz 230 SL combined “new, unconventional styling with mature engineering”. The pictures show him driving over various test tracks, changing direction quickly, making daring overtaking manoeuvres and slamming on his brakes. “Outstanding roadholding – achieved by separating wheel guidance and suspension, a long wheel base and a very wide track,” was how Kling described the SL and carried on enthusiastically, “Even driving round very sharp bends it has extremely good roadholding and only a slight tendency to roll.” Although the very roomy boot and adjustable hot air blower were also mentioned, the Mercedes-Benz 230 SL was presented as a high-class sports car. Even the rear side of the seats fitted with ventilation slits had been “designed for sporty driving.” It is therefore not surprising that at the end of the film the elegant 230 SL drives a lap around the Nürburgring and Karl Kling summed up, “This is a car for driving individualists for whom sportiness without a comfortable ride and exclusivity without worldwide service are simply not good enough. It is for those who expect one model to provide everything.”

Sporty handling and a comfortable ride

The first advertisements in print for the new Mercedes-Benz 230 SL also emphasised its sporty aspects and comfortable ride. A racing helmet and a bowler hat were symbolic for the new car. On another advertisement it was stated quite clearly that the car had “brilliantly stood its first hard test” by winning the long-distance race Liège-Sofia-Liège, but that one was also “a winner when driving through city traffic or along the boulevard in the evening”. As well as pointing out the three roof types available – Coupé with detachable hardtop, Roadster with retractable soft top and Coupé-Roadster which offered both variants – under the headline “A sports car with international standing”, it praised the performance of the injection engine with its 110 kW (150 hp), the “very easy entry” as well as the “unusually good visibility”.

In another advertisement, the good visibility of the Mercedes-Benz 230 SL was picked out “from the multitude of good features” and mentioned as a “prerequisite for fast and sporty driving”. Due to the characteristic shape of the flat Coupé roof of the SL – which soon led to its nickname of “Pagoda” – the driver was able to “enjoy extremely good visibility in all directions with a wide angle for a good view upwards.”

The desire to be the best

In an advertisement in English, the angle of view for the observer is shown from above looking down. Here an appeal was made to those feelings experienced by riders on the back of a galloping horse: the longing for power, speed and rhythm and the desire to be the best (one-upmanship). All of this was also provided by the sports car with the huge star on its radiator grill. The Mercedes-Benz 230 SL combined power, quality and style.

A similar language is conveyed by another advertising motif showing a smartly dressed archer aiming at the target. The “Pagoda” SL is parked at the side of the road, his female companion is leaning casually against a tree in the background and the whole scene is set in a leaf-rustling autumn idyll. That is how Mercedes-Benz advertised its desire for perfection in 1964.

Safety, comfort, economic efficiency and the building of legends

During the 1950s and 1960s it was usual to include pictures of women in the advertisements. They were frequently shown as smiling co-drivers accompanying widely-travelled gentlemen going out for a spin – but also as a self-assured driver behind the steering wheel. Whereas male customers were supposed to be well-versed in the technical ins-and-outs of cars, the attention of the ladies was increasingly drawn to topics such as safety, comfort and economic efficiency.

Mercedes-Benz endeavoured to remove the fear of parking the car with the motif of a woman in a Mercedes-Benz 230 SL doing just that. According to the advert, the wide range of optional extras such as power steering and automatic transmission made it much more “enjoyable to drive a Mercedes-Benz” – and with the roof open even through the hubbub of a large town.

“Does it really pay to drive a sporty car nowadays?” was the question posed by a self-answering advertisement in 1965. The accompanying text explained that the safety features installed in the Mercedes-Benz 230 SL were greater than its speed and that it was “technically perfect (for men) and easy to drive (for women)”. A year later, without further ado, the advertisers declared the coveted 230 SL to be the “most sensible dream car in the world”.

A picture of a bright red 230 SL was clearly intended for a man’s world. Once you had been on a test drive with it, “you will have no peace of mind until you have bought it,” is the tenor of the text of an advertisement which also exists in French. Even if “people no longer turn round on the street to look at a car” – this didn’t apply to the 230 SL “as the car’s renown made it virtually a legend”.

Mercedes-Benz 250 SL and 280 SL

An open top roadster is standing in the bright summer sunshine in the middle of a field. Even before it was launched in 1967 to replace the 230 SL, Mercedes-Benz was advertising the new 250 SL. At that time the range of passenger cars supplied by the company from Stuttgart consisted of 15 models which were available “in 162 of the world’s 168 countries”. The following year, the same motif was used again, this time with texts explaining the most important innovations in the 250 SL which had almost all been taken over from the Mercedes-Benz 250 SE: 2500 cc instead of 2300 cc, disc brakes on all four wheels and a larger fuel tank taking 82 litres. And by the way, “two of the most popular extras are the Mercedes-Benz automatic transmission and the power steering”.

“With the chassis and the engine of a sports car, but the comfort of a saloon” – this simple phrase was sufficient to describe the Mercedes-Benz 250 SL in one advertisement. In the accompanying picture, the car seems to approach at speed out of the top left corner, at the same time raising a lot of dust. The text of the advertisement concluded with the information that the 250 SL completed the range of passenger cars offered by Mercedes-Benz in 1967 and that there would be no “further alterations […] this year despite any rumours to the contrary!”

The writers of the text were in the event proved right, but little more than a year after its first presentation the 250 SL was replaced on the market by the 280 SL. At the same time as the launch of the new medium-sized cars, the SL was also given a 15 kW (20 hp) stronger, 2800 cc engine. Apart from the model plate, the 280 SL can only be distinguished from its two predecessors by its altered ornamental hub caps. The 280 SL had one of the rare advertising appearances together with the renowned Mercedes-Benz 300 SEL 6.3, a saloon with a performance similar to that of a sports car. “One is a sports car with the comfort of a saloon, the other a comfortable saloon performing like a sports car. Take your pick.” Car advertising can be so simple.

The Mercedes-Benz 350 SL (R 107): “A completely new sports car”

  • Changing imagery: less of a race track atmosphere, more everyday situations
  • The increasing importance of safety

“When a new Mercedes appears, it is a new car.” With these words, the 350 SL was rung out and the new SL product range rung in. “Anything else would surprise Mercedes drivers.” And as a matter of fact, from an engineering point of view the new model, known in-house as the R 107, was a genuine new development having very little in common with the preceding model. Basic components were however already familiar from other Mercedes-Benz models: the front and rear suspension corresponded basically to the construction used for the “stroke eight” models and the V8 engine also did good service in the Saloons, Coupés and Cabriolets of the 280 SE 3.5 range. The differences were a lot less conspicuous – even the 350 SL was a two-seater with a completely retractable roadster soft top and a detachable hardtop. The process of abandoning the idea of an uncompromising hard sports car – already initiated with the “Pagoda” SL – in the direction of a more comfortable, high-performance luxury two-seater was completed finally and unequivocally with the introduction of the new SL.

A change could also been seen in the imagery used for advertising. Less of a racing track atmosphere, more everyday situations was the new direction. In a one-minute advertising film the Mercedes-Benz 350 SL was shown driving along winding country roads, through dark tunnels, narrow tree-lined roads and narrow alleys in old town centres. With a closed soft top, the SL was able to demonstrate its superiority on the motorway by overtaking a small French car. Everything seemed to be extremely easy; the relaxed music in the background reinforced the impression. The SL was even allowed to go on a short trip to the beach, small waves rolled onto the sand and the sun turned into a Mercedes star.

The increasing importance of safety

In addition to such pleasant everyday situations, the theme safety became one of the important aspects of the SL advertising. “One of the safest Gran Turismo cars in the world – and one of the most beautiful,” was the message communicated by an advertisement published in Switzerland. On it the 350 SL was shown three times: as an open top roadster, with a closed soft top and fitted with its hardtop.

Numerous innovative features which improved both the active and passive safety for the models 280 SL, 350 SL and 450 SL were introduced in a product information film lasting about four minutes which was made in 1975. These features included newly developed wind deflectors on the front roof pillars which also served as rain channels to keep the side windows clean in inclement weather and large rear lamps with a ribbed surface profile moulded round the corners of the vehicle, the surface also making the lamps extremely insensitive to dirt. The test drive round the company’s own test track was also shown frequently as it emphasised the perfectly tuned chassis. Additionally, the crumple zone and safer passenger compartment were explained, as were the advantages of having the fuel tank positioned over the rear axle. Also flickering over the screen were the new safety steering column and the steering wheel with impact absorber.

There is no doubt that technology designed to increase safety started to play an important role in advertising. An advertisement from 1976 was given the slogan “Safety through dynamics”. The accompanying text explained, “The greatest safety a car can offer comes from the superior control of its power: by having a chassis which responds faster than its engine.” However, the advertisement did not only refer to the mature engineering of the SL, it also brought up the need for “relaxed driving”.

At this time it was not only the SL that was promoted under the safety aspect. During the 1970s, the brand with the star developed various campaign slogans for models in general such as: “When one talks about Mercedes, one thinks about safety” (1971 to 1972) or “The safety to drive better” (1975 to 1976).

Women’s car and men’s pictures

Let’s go back to the moving pictures from 1975: the scene shows a lady in a yellow costume driving an SL through a multi-storey car park with a Dalmatian sitting on the co-driver’s seat making the vehicle’s potential as a woman’s car quite clear. Without removing her gloved hands from the steering wheel, she reverses into a parking space. Her four-legged companion is overjoyed. Without further ado it jumps out of the cabriolet and runs after its mistress who is walking away.

While the ladies’ world was to get enthusiastic about the manoeuvrability and clear visibility of the SL, the man of the world was to follow his age-old instinct to look for adventure: at more than 200 km/h he speeds down the Autobahn, the spurt across the traffic lights is daring, the exemplary handling round bends is demonstrated on public roads. The technical data was impressive: 147 kW (200 hp), from nought to 100 km/h in 8.8 seconds, top speed 210 km/h. “For speedy, controlled and fair driving.”

Twelve years later the classic gender role had almost disappeared from advertising. In an advertisement from 1987 a young couple was sitting together in a Mercedes-Benz 420 SL – admittedly the man was behind the wheel. “You still have an experience awaiting you: Mercedes SL.” This easy to understand message was used to promote open top driving in the models 300 SL, 420 SL and 500 SL.

Mercedes drivers and prejudices

One rather strange or bizarre advertising gag in 1971 was a list of six popular prejudices in connection with Mercedes drivers which were printed in an extra box on a 350 SL advertisement. The list ranged from “stick-in-the-mud” and “absolutely unsporting” to “terribly materialistic”. Among them also stood, both invitingly and hopeful: “Mercedes drivers put up with these prejudices. They know exactly what they want. And you certainly know it as well.”

The legend lives – the SL from the R 129 model series

  • A car full of modern technology
  • Folding top with electric controls and automatic roll bar
  • Perfect design

The next generation of the SL, known in-house as the R 129, was one of the main attractions at the Geneva Car Show in March, 1989. The new SL was absolutely full of new technology resulting in remarkable improvements especially in connection with passive safety. However, at first the advertisers did not prepare the launch by pointing out the technical innovations, but by looking back at the history of the product range. To set the stage, the legendary gull wing model from 1954 was sent onto the field. “What else happened in 1954 apart from the football World Cup,” asked the new house agency Springer & Jacoby in their advertisement showing the classic 300 SL with open gull wing doors and it carried on in the accompanying text, “Nowadays, when we want to design a new car at Mercedes-Benz, we set our standards on a legend like the 300 SL.”

The Mercedes advertisers then made the connection between 1954 and the present day by using a multitude of other motifs. “The beginning of a legend” – these five words sufficed to describe a double-page spread of a silver Mercedes-Benz 300 SL car from 1954. On turning over to the next two pages, the reader found the image of a new 500 SL car pictured with the identical composition accompanied by two concise statements: “The legend lives. The new SL” According to the text of the advertisement, tradition and innovation belong “together in a unique way in a Mercedes-Benz car”. Specific examples of forward-looking technology were given, including, among others, “engines designed with four valves per cylinder and an electronically mapped intake camshaft” as well as a “chassis with a fully automatic, adaptive damping system and speed-sensitive level control”.

In the United States both racing and series versions of the gull wing car were used to gain approval for the new SL model. In between the historical black-and-white shots, the messages read: “The immortals drove it.”; “The world acclaimed it.”; “The collectors prized it.”; – “Now, one car surpasses it.”

The language of the campaign in Germany was much more down-to-earth. The studio portrait of the silver 500 SL model already used the previous year was used for an advertisement in 1990 titled, “Leading star for a new dimension of quality in sportiness”. The new SL received an attest for “performance, safety and comfort of an extremely high and unique level” and it was elected to be “the shining example of a new perception of sportiness”. There could hardly have been more understatement.

However, it got even duller. The three “Autovision” TV commercials in 1989 presenting the topics performance, safety and comfort described the technical refinements of the new SL in such a way that the tone could hardly have been more serious. “Where is the car going? Is it always about better performance? – Or shouldn’t we rather face the conflicting targets of deciding between performance, safety, comfort and the environment?” asked the narrator – and received the appropriate answers dictated into the microphone by the current Mercedes-Benz experts of the time.

Folding top with electric controls and automatic roll bar

The creative experts at Springer & Jacoby showed that it could be done differently. With a large-sized advertisement stating “How lovely, there is no roll bar – but how good that it has got one” it was possible to take up the topic of safety and accompany it with a wink. The SL was “a car that was often called a ‘technical miracle’ and ‘super sports car’ by the general public” – and that was partly due to the “roll bar that you only see if you need it.” The automatic roll bar helped the passengers to survive if the car should happen to overturn. However, to avoid spoiling the joy of motoring with an open top by having a fixed roll bar, for the first time the SL was given a version which shot upwards within only 0.3 seconds when it was needed.

Advertising can be so simple. In the United Kingdom it only took a series of three photos taken of the crash test and the German word “Wunderbar” to promote the safety of the SL. Of course, in the descriptive text to go with the photos the automatic roll bar was also mentioned – and at the same time the safety of the newly introduced Mercedes-Benz C-Class was given due praise.

A summer night’s dream – even during the winter months

The automatic roll bar appeared in the advertising for the SL again and again – even in an advertisement using the winning of the “Car Design Award” in Turin as its theme. “Mercedes wins Turin Grand Prix with a series production car”. The photo shows only the cut-off front of a wine-red SL – with the large star on its radiator grill.

“A summer night’s dream” was the title of an advertisement in 1991 showing an open Mercedes-Benz 300 SL at the coast. When looking at this photograph it is quite clear: the fact that the roll bar is invisible has aesthetic reasons. Especially when open the SL was a dream car. It took only 30 seconds to open the folding soft top – and there was only one button to be pressed. The text below described the standard hardtop and maintained that with it the SL was “like being in a dream, not just during summer nights, but also in the winter months”.

The beauty of the car – that was the only topic in an advertisement that appeared in the United States at the beginning of the 1990s. The interplay of light and shade, the contours of the long-drawn bonnet and the shining star – although only a little more than a third of the vehicle is shown, the SL can be recognised immediately. The two-seater as a work of art – that is how this advertisement sees itself. “Most of the great works of art follow classic forms. And just a few create them.”

An advertisement from the USA in 1993 is a successful creation combining an artistic studio photograph and a clever advertising idea. Instead of a striking headline, under the photograph of the red SL taken from the side there is simply a heartbeat diagram set in inverted commas. “Your pulse accelerates when you approach the Mercedes-Benz 500 SL Roadster,” is how the text covering several columns begins, and it then goes on to describe every second that passes until the ignition key is turned.

Technology transfer does not only go in one direction

Way back in history, a two-page advertisement comparing the 1989 Sauber-Mercedes C11 saloon racing car with the 1952 300 SL racing sports car (W 194) carried a headline, “It’s just as well we haven’t forgotten anything.” In the very detailed text below the writer theorises about technology transfer from motorsport to series production. “There has always been a great deal of fierce discussion about the value of motorsport and car manufacturers say that they need the experience gained in motorsport for the series production. In short, they build such good series production cars because they build such good racing cars.” But at Mercedes-Benz, it says, this could work “just as well the other way round”.

Especially in Affalterbach near Stuttgart, building racing cars and series production cars get very close to each other. Since 1990 there has been a co-operation agreement between AMG and the Daimler-Benz AG. From 1 January 1999, with a share of 51%, AMG became a subsidiary of the DaimlerChrysler AG at that time and was given the name Mercedes-AMG GmbH. When the first vehicles developed on the basis of the co-operation agreement came on the market in 1993, it was first of all the SL-Class model SL 60 AMG (6000 cc, V8, 280 kW (381 hp) which was available until 1998). It was followed by the models SL 55 AMG (5500 cc, V8, 260 kW (354 hp), built from 1999 to 2001) as well as the top model with a twelve cylinder engine, the SL 73 AMG (7300 cc, V12, 386 kW (525 hp), built from 1999 to 2001).

A new SL for the 21st century: R 230 model series

  • Into the future of open top driving with the Vario roof
  • TV commercial: “Sport as never before”

The world premiere of the first model in the next SL model series, the Mercedes-Benz SL 500, known in-house as R 230, was celebrated in the Hamburg Deichtorhalle in July 2001. Here Mercedes-Benz was writing a new chapter in the history of the SL product ranges. Unlike all its predecessors, this SL could carry its hardtop with it all the time. The roof, known as the Vario roof, could open or shut within 16 seconds just by pressing a button. The striking design details of this new SL united tradition and future. For instance, the air vents in the front wings took up a typical feature of the 300 SL from the 1950s. Also the narrow, wing-like profile on these side vents – called “fins” by the experts – is reminiscent of the legendary sports car.

“Driving it could put a strain on your heart. Never being able to drive it could break it.” It is easy to recognise that Springer & Jacobi were the agency responsible for the campaign by the slightly ironic tone of this large-sized advertisement produced for the launch of the new SL. By promising “Sport as never before” attention is drawn to the Vario roof that opens in world record time. As parenthesis only a rhetorical question was needed – including the answer. “Do we have to say any more? The new SL will move you – even if it is standing still.”

The short, 45-second commercial televised in 2001 wanted to appeal to emotions. The black-and-white film first showed cheering fans and their tense faces and then put the question, “How do the drivers feel if fans feel like this?” The answer is given by showing shots of the new SL driving along and the prospect of enjoying “Sport as never before” with the SL. “With SBC, ABC and ESP” – because of course even an SL can’t do without state-of-the-art safety features.

As part of the facelift in spring 2008, the SL 63 AMG was launched. “Air resistance futile” warned the relevant advertisement showing an SL conspicuously adorned with a lot of decorations from the world of motor racing.

For and with classic SL models: maintaining the legend

  • Every SL is a classic
  • Advertising with historical vehicles

A legend cannot be created artificially; it comes into being on its own. During the course of the decades, the historical SL models – first and foremost the world famous gull wing model – have become automotive legends. The fascination for these vehicles affects car enthusiasts all over the world. It is hardly surprising therefore that Mercedes-Benz also uses the potential of these classic vehicles for various kinds of advertising.

“Mille grazie, Mille Miglia.” In 1997 the Mille Miglia, a legendary Italian long distance race from Brescia to Rome and back, celebrated its 70th anniversary. Mercedes-Benz was also there and bought a full-page advertisement for the successful 300 SL racing sports car (W 194) from 1952. It doesn’t stand anywhere that nowadays the race is not about top speeds, but about steady driving. And why should it? The “Veni, vidi, vici!” in small print over the sunny photograph really passes on the motorsport legend much better.

A good example of combined advertising with historical and current models is the advertisement from 1994. “In those days you were a bit too young” stands over the picture of a 300 SL Roadster from 1957. Underneath it is the photograph of what was the then current SL model, product range R 129, accompanied by the good advice, “Don’t wait until you are too old.” The clear message comes across: now or never.

In an advertisement published three years later, the models are driving in opposite directions. This time the current SL is depicted over the classic version. “There are alternatives to a new SL,” is the propaganda being spread around, and in the next line this is interestingly stated much more precisely “About 1200 units”. Those who read the text of the advertisement learn that there were “never more than 1858 units worldwide” of the 300 SL Roadster (W 198 II) and that nowadays it should prove rather difficult to get hold of – but the reader should console himself with the thought “that the current SL is much more comfortable and is part of a much bigger production run than its predecessor.”

The silver 300 SL Roadster model with its red interior fittings is standing in dark studio surroundings. It only took a few words in 2007 to communicate the message of an advertisement published in Austria: “In 1957 it really paid to invest in silver.” The star, the Mercedes-Benz lettering and the internet address were supported by one more sentence in small print: “For decades a dream of luxury”.

A 198 725 0223, A 198 725 0123 or A 198 766 0126 – with these numbers it is still possible today to find the right original parts for a Mercedes-Benz 300 SL from the 1950s. And at Mercedes-Benz the classic car with gull wings is still “also available on request in individual parts” – at least that is what an advertisement promised in 2010.

Not only Mercedes-Benz creates advertising with classic SL models. Other companies also use the unique charisma of the coveted car for themselves and their products. “What only a few people used to have, everybody can have today”. Bosch used this claim in 1999 in a two-page advertisement for petrol-direct injection, which was “originally reserved for top class vehicles only”. In the photograph two boys are talking shop in front of a 300 SL with an open gull wing door. As early as 1988 the car care specialist Sonax had two dogs posed in an advertisement with a Mercedes-Benz 300 SL Roadster. While their owner was washing his valuable car the long-haired dogs shook themselves photogenically and were snapped at just the right moment.

2012 Greenwich Concours d’Elegance June 2-3

Mercedes-Benz SL-Class, GL and GLK will be on display at the 2012 Greenwich Concours d'Elegance this weekend

Mercedes-Benz USA will be previewing the newest 2013 models June 2-3 at the 17th Annual Greenwich Concours d’Elegance.  Included in the lineup is the redesigned SL, GLK and GL.  This year’s Greenwich Concours d’Elegance will feature rare vehicles from past and present and benefits Americares, the private, non-profit relief and humanitarian aid organization.  Greenwich is unique, in that it is actually two concours, back-to-back. Saturday’s Concours Americana is exclusively for American makes, while Sunday’s Concours International is exclusively for imported marques

Greenwich is one of the most beautiful places in the country and is the perfect backdrop for Mercedes to continue the 60 years celebration of the iconic SL-Class.  Mercedes will be featuring the all-new 2013 SL, which evokes the design and performance attributes from the past 60 years including an innovative aluminum bodyshell that weighs nearly 300 pounds less than its predecessor, hitting home its SL “Super Light” designation that was set forth in 1952 with the W194 300SL racecar.  Unveiled in 1954 at the “International Motor Sports Show” in New York was the 300 SL “Gullwing” Coupe, a road version of the 300 SL competition car.  Production started late in 1954 and over the course of three years only 1400 examples were built.  The 300 SL continues to be sought after by collectors for its iconic design and technical innovation.

Packed with innovative technology, the 2013 SL550 is powered by an efficient and refined new V8 engine that delivers up to 14 percent better fuel economy while producing more power.  A luxurious interior and pioneering high-tech features provide an eye towards the future. These include a unique FrontBass system, which turns the SL into a concert hall, and the debut of mbrace2, the next generation of telematics innovation that gives drivers top-of-the-line features related to safety, infotainment, personal assistance, and vehicle care.

In addition to the Mercedes-Benz SL-Class, two models from the Mercedes-Benz family of SUVs, the GLK-Class and GL-Class, will be on display:

  • GLK-Class – With a fresh new design, exclusive equipment, pioneering safety assistance systems and efficient engines, the restyled 2013 GLK-Class reaffirms its leadership in the entry-level SUV segment. The newly designed exterior provides more dynamic character, combining classic SUV styling with the design language of the current Mercedes-Benz sedans.  The 2013 GLK350 will be in U.S. showrooms this summer, followed by the GLK250 BlueTEC in early 2013.
  • GL-Class – The all-new 2013 Mercedes-Benz GL-Class is the leading luxury full-size SUV.  Cradling its occupants with the first-class comfort of a luxurious sedan, the all-new GL is perfect for large families with ample space for up to seven passengers, while a host of efficiency measures delivers a substantial improvement in fuel economy. The 2013 GL-Class goes on sale in the U.S. in September 2012.

The Legacy Continues, 60 Years of SL History
In 1952 the DNA of the SL Roadster was formed in the W194 race car and a storied legacy was underway:

  • 1954: the W198-series 300SL “Gullwing” Coupe, the production version of the legendary W194 race car and the world’s first car with fuel injection.
  • 1957: the W198-series 300SL Roadster, the convertible sports car brethren of 300 SL “Gullwing” Coupe.
  • 1963: the W113 series 230SL arrived on the scene. It was dubbed the “Pagoda” because of the characteristic shape of its hardtop roof.
  • 1971: the R107-series SL that achieved the highest production volume of all SL series to date with a long production life of 18 years.
  • 1989: the R129-series SL featuring numerous passive and active safety innovations that carried the SL-Class into the new millennium.
  • 2001: the R230-series SL – the first SL roadster with an electro-hydraulic, steel folding convertible top.
  • 2012: the R231-series SL – the next generation of the Mercedes-Benz SL-Class on display at The Greenwich Concours d’Elegance and on sale at Mercedes-Benz dealers.

Mercedes-Benz at 2011 Pebble Beach Concours d’Elegance

Mercedes-Benz Classic and MBUSA will be showing off their finest vehicles at the Pebble Beach Concours d'Elegance on August 21

Mercedes-Benz Classic and Mercedes-Benz USA will be showing off some of their finest vehicles at the upcoming Pebble Beach Concours d’Elegance on August 21, 2011. This year’s Concours d’Elegance is marked among other things by the 125 years of the automobile anniversary. To commemorate this anniversary, a replica of the Benz Patent Motor Car of 1886 will be on display . As in past years, this years Pebble Beach Concours includes a drive and an auction, all dedicated to the most elegant, most outstanding automobiles.

Since 1950, the Pebble Beach Concours d’Elegance in California, has been the preeminent showcase for automotive elegance internationally. The enthusiasm and passion of collectors from all over the world who strive to be successful here with their cars is unparalleled anywhere else in the world. Since the event was initiated, Mercedes-Benz vehicles have had a regular spot on the lawn in front of the lodge. In addition to more than 120 class victories and special prizes, vehicles from Mercedes-Benz have won the “Best of Show” award several times.

This year, during the Pebble Beach Concours d’Elegance a number of outstanding vehicles will be presented to the international audience. The Mercedes racing car designed by Wilhelm Maybach in 1906 was one of the most advanced vehicles of its day and features forward-looking details: for instance its six-cylinder engine has overhead camshafts, overhead valves and a dual high-voltage spark plug ignition. Because of its frame design the vehicle has a very low centre of gravity.

The 200 hp Benz of 1909 was given the byname “Blitzen Benz” – Lightning Benz – because of its outstanding performance. Among other things it was the first petrol-powered automobile in the world to post speeds over 200 km/h. The vehicle shown in Pebble Beach is a faithful reproduction using an authentic engine.

Of the supercharged six-cylinder sports cars of the Mercedes-Benz S series, the SSK (W 06 series) is the most exclusive and fascinating model. The model designation stands for “Super-Sport-Kurz” (super-sport-short) and besides emphasising the car’s special sportiness also indicates its shortened wheelbase. The SSK dominated the international motorsport scene in the late 1920s and early 1930s.

Special exhibition “125 years inventor of the automobile”

In addition, Mercedes-Benz USA is organising an exhibition in its pavilion at the Pebble Beach Concours d’Elegance to mark the “125 years inventor of the automobile” anniversary. A replica of the Benz Patent Motor Car of 1886 will be on display there, a so-called American Mercedes (1905), a Silver Arrow W 154 Grand Prix racing car (1939), a Mercedes-Benz 300 SL “Gullwing” (W 198, 1954), a Mercedes-Benz 220 SE (W 180, 1958) and a Mercedes-Benz 600 (W 100, 1969). The “Aesthetics 125!” sculpture created by Mercedes-Benz Design opens a window on the future of the brand. Concept car versions of the Mercedes-Benz SLS AMG Roadster and the next generation of the A-Class represent the more immediate future. And the F-Cell Roadster shows how Carl Benz perhaps would have built his Patent