The interior design of the all-new SL transforms iconic elements from the first 300 SL Roadster into the modern era. Thanks to its Mercedes-AMG performance genes, the new generation appeals to a sporty target group as well as customers looking for maximum comfort. Fine materials, meticulous workmanship and attention to detail further underscore the high luxury standards in the interior. The cockpit design focuses on the driver and impresses with a harmonious overall impression, right down to the adjustable central display in the center console. The completely redesigned space concept features a 2+2 seating configuration while offering more functionality and more space. The innovative MBUX infotainment system also offers a choice of several unique display styles and modes.

Das exklusive Interieur des neuen Mercedes-AMG SL / The exclusive interior of the new Mercedes-AMG SL

The original 300 SL Roadster is certainly one of the most famous automotive design icons. Its minimalist and high-quality interior inspired our designers to create the interior for the new Mercedes-AMG SL. For the new- generation of the iconic SL, the designers created a mix of analog geometry and a digital world – called “hyperanalog”. A good example of this is the fully digital instrument cluster, which is integrated into a three- dimensional visor.

“This roadster has stood for automotive fascination and desire for decades. A great opportunity and challenge for design, because every designer wants to create icons.” – Gorden Wagener Chief Design Officer Daimler Group

“The interior of the new Mercedes-AMG SL pampers the driver and passengers with sophisticated luxury. The new SL combines the highest levels of comfort and quality in its interior, coupled with just the right amount of sportiness. The high-quality combination of the analog world and state-of-the-art digital equipment makes one thing clear: the new SL is the rebirth of an icon for the modern era,” says Philipp Schiemer, Chairman of the Board of Management at Mercedes-AMG GmbH.

“The SL is an icon of the brand with the three-pointed star: This roadster has stood for automotive fascination and desire for decades. A great opportunity and challenge for design, because every designer wants to create icons.” says Gorden Wagener Chief Design Officer Daimler Group. “The result is a revolutionary interior experience caught between digital and analog luxury. We created the most iconic SL ever since–the luxury icon of the 2020s.”

Das exklusive Interieur des neuen Mercedes-AMG SL / The exclusive interior of the new Mercedes-AMG SL

The new, highly sophisticated dimensional concept once again allows a 2+2 seating configuration for the first time since 1989 (Mercedes SL model series R 129). This makes the new SL even more versatile. The rear seats increase everyday usability by offering additional space and flexibility. If the extra seating is not needed, a wind deflector can protect front seat passengers from wind at the back of the neck. Alternatively, the second row of seats can be used as additional storage space, to accommodate a golf bag, for example.

The wide choice of different upholsteries available for the sport or AMG Performance Seats also reflects the range from comfort to performance-oriented equipment. Customers can choose from single or two-tone Nappa Leather, elegant Nappa STYLE Leather with diamond stitching, or the sporty combination of Nappa Leather with DINAMICA RACE microfiber and contrasting topstitching in yellow or red.

Aviation-inspired instrument panel

The symmetrical instrument panel is designed as a sculptural, powerful wing and structured into an upper and lower section. The four newly developed, galvanized turbine nozzles are a particularly noteworthy design highlight. Their surfaces merge into the instrument panel in the form of distinctive power domes. The lower section of the instrument panel evolves fluidly from the center console, seamlessly connecting the two elements.

The new cockpit design also creates a clear focus on the driver. For example, the instrument cluster’s high- resolution 12.3-inch LCD screen was not designed to be free-standing, but instead is integrated into a high- tech visor directly placed in front of the driver. This design also prevents reflections caused by sunlight.

Center console with adjustable touchscreen

The center console provides visual interest in the space between the driver and front passenger. Of maximum width and rising sharply towards the front, it flows into the lower section of the instrument panel. The functional and visual center of the center console is the metallic panel that breaks through the leather surfaces at the front and rear. Featuring the air intake signature design element, it carries on the genes of the AMG GT and GT 4-Door Coupe. This design element thus becomes a hallmark AMG stylistic element in the interior. The air intake transitions almost seamlessly into the 11.9-inch multimedia touchscreen in portrait format. To avoid reflections caused by sunlight when driving with the top down, this screen can be adjusted electrically into a more vertical position. Its portrait format offers clear advantages, especially for navigation, as well as more space ergonomically. The touchscreen floats between the two central turbine nozzles as a digital contrast to more analog design elements.

The door panels are fluidly integrated with the interior

Similar to the center console, the surfaces in the doors also flow fluidly from the instrument panel. The result is a gradient accentuated with decorative topstitching, framing the entire interior and running past the turbine nozzles at the sides. The center of the door is designed as a sensual layered topography. The pull handle is also designed in the same way as the center console and is another eye-catching feature. The materials and modelling of the surfaces are repeated in the doors, creating balance in the interior. High-quality Burmester speakers in real metal, whose perforation pattern also stand out visually, are integrated into the doors.

Sculptural seat design with integrated headrests

The avant-garde seat design of the new Mercedes-AMG SL further develops the Mercedes sculptural seat design in a sporty way. It plays skilfully with layers and enveloping surfaces. This makes the seats appear lighter and less voluminous. The headrests are visually integrated into the backrest and thus contribute to the sporty proportions of the seat. Ideal ergonomics and various progressive seam and attachment patterns complete the symbiosis of high-tech, performance and luxury.

Intuitively operated and capable of learning: the latest-generation MBUX (Mercedes-Benz User Experience)

The operating structure and some key functions of this second-generation MBUX system correspond to those found in the latest S-Class. They have been extensively supplemented or replaced in some instances by AMG- specific content and views. This makes the new SL highly independent in terms of communication and information. Menu items such as “Performance” or “Track Pace” emphasize the sporty character. The interior has become even more digital and intelligent, as hardware and software have been extensively enhanced. Brilliant images on the LCD screens make it easy to control vehicle and comfort functions.

The driver display and central display both offer an aesthetically pleasing and holistically coordinated experience. The appearance of the instrument cluster can be personalized with different display styles and individually selectable main views.

The available head-up display contributes to a focused driving experience, as the driver does not need to take their eyes off the road. It displays relevant cues and actions three-dimensionally in the real driving situation and surroundings. Here you can also choose between several style variants – each matching the display in the instrument cluster. Depending on the equipment or personal taste, the Ambient Light frames the exclusive interior in 64 different colors.

When the all-new 2022 Mercedes-AMG SL roadster takes the stage later this year, it will advance the iconic series with high comfort, remarkable design, precise driving dynamics and optimal packaging.

Mercedes-Benz has made some legendary models over the course of its history – but few quite as iconic as the 300 SL. Known (in coupe) form as the Gullwing, the original SL remains highly sought-after among collectors, driving prices up with each passing year. And the example you see here has just set a new record for the model.

Artcurial sold this 1963 roadster for $3.7 million at its Le Mans Classic sale, setting a new high-water mark for the 300 SL and leading the $14.7 million in vintage metal it moved at the Circuit de la Sarthe in western France this weekend.

So what made this example so exceptional? Well, beyond coming from one of the most iconic lines ever made by one of the world’s greatest automakers, this roadster is as factory-fresh as you’re ever likely to find. For starters, it hasn’t been driven since 1972. And even by then, it had only covered a total of 1,372 kilometers (852 miles).

It’s been stored in a climate-controlled environment its entire life. So while the paint has been redone, and despite it’s residence in Sweden, it’s entirely devoid of any corrosion, and the interior is practically free of any signs of wear. Not even any scuffs on the pedals. Fitted with the factory hard top, it even has the original soft top – never installed – still in the crate in which it came from the factory.

On top of its highly original condition, it was one of the last examples made: the eleventh to last, to be specific. And it features all the upgrades that were applied to those final models, like the aluminum engine block and disc brakes at all four corners.

Given its exceptional specification and condition, Artcurial expected it would sell for €1.5-2 million. But in the end, it brought in about twice that: €3,143,000 (or $3,695,000). It seems highly unlikely that any will be found in more original condition than this one, but demand among collectors could yet see values rise even higher.

215 hp, 2,996 cc SOHC inline six-cylinder engine with Bosch mechanical fuel injection, four-speed manual transmission, coil-spring independent front suspension, coil-spring swing axle rear suspension, and four-wheel drum brakes. Wheelbase: 94.5 in.

1955 MERCEDES-BENZ 300 SL ALLOY GULLWING

1955 MERCEDES-BENZ 300 SL ALLOY GULLWING

1955 Mercedes-Benz 300 SL Alloy Gullwing Wheel

1955 Mercedes-Benz 300 SL Alloy Gullwing Interior

1955 Mercedes-Benz 300 SL Alloy Gullwing speedometer

1955 Mercedes-Benz 300 SL Alloy Gullwing

1955 Mercedes-Benz 300 SL Alloy Gullwing

1955 Mercedes-Benz 300 SL Alloy Gullwing

Continue below for the full photo gallery or click here.

One of only 29 aluminum-bodied examples originally produced; only 2% of total Gullwing production
Features the most desirable factory upgrades and options, including a Sonderteile motor, sports suspension, and Rudge wheels
Formerly owned by Swiss industrialist Rene Wassermann and Pennsylvania State Senator Theodore Newell Wood
Restored by world-renowned specialist Kienle Automobiltechnik
Matching numbers
The ultimate rendition of the famed Gullwing

For both the jet set and the burgeoning sports car crowd, there was one sports car that reigned supreme in 1955, the Mercedes-Benz 300 SL “Gullwing,” as it became known. The car was so nicknamed for its unique roof-hinged doors, and it was the vehicle that had it all. Gorgeous proportions, brilliant race-bred engineering, and blistering performance made the Gullwing not only one of the most desirable vehicles of the 1950s but one of the most desirable vehicles of all time.

However, not all Gullwings were created equal, and if you were a well-heeled sports car enthusiast in 1955, the aluminum-bodied 300 SL was the car to have. Its lighter bodywork made it even more competitive against other British and Italian 3-liter sports cars. Additionally, these cars were also outfitted with the Sonderteile engine, which utilized a competition-spec camshaft, increasing power output by 15 horsepower. With both a slight increase in power and decrease in overall weight, the additional performance in these cars was instantly discernable from behind the wheel.

It goes without saying that the alloy Gullwing was the cream of the crop and handedly capable of outperforming all of its competitors on both road and track.

CHASSIS NUMBER 5500786

The example presented here, one of just twenty-nine aluminum-bodied Gullwings built by Mercedes-Benz, was ordered new by Rene Wassermann, an industrialist and sports car enthusiast who was living in Basel, Switzerland. The car’s factory build sheet notes that Wasserman ordered his new alloy Gullwing with a plethora of special options, including special high-gloss white paint, a red leather interior, a sport suspension, two-piece matching luggage, sealed-beam headlights, and instruments in English, surely making it one of the most well-specified Gullwings built.

The car was completed on October 5, 1955, and rather than having it delivered to his home in Switzerland, Wasserman picked up the car himself and drove his new 300 SL back home. While it is not known when Wasserman sold the car, by the early 1960s it had been exported to the United States, where its second owner was Jerome Seavey, of Chicago, followed by John K. Scattergood III, a principal at Blenheim Motors, located in Upper Darby, Pennsylvania.

THE SENATOR’S GULLWING

This 300 SL remained in Pennsylvania with its next owner Keystone State politician and enthusiast Senator Theodore Newell Wood. Along with representing the 20th District of Luzerne, Susquehanna, Pike, Wayne, and Wyoming counties in the Pennsylvania State Senate, Senator Wood enjoyed sports car racing in his spare time and served as the president of the Hill Climb Association. He also founded the Brynfan Tyddyn Road Races, which were held from 1952 to 1956, with the last year featuring Carroll Shelby as a driver. The SCCA even gave Senator Wood a free lifetime membership for his efforts in sponsorship and participation in racing in the Northeast.

After passing through the hands of Bill Kontes and Joe Marchetti, the 300 SL was acquired by Leslie Barth in 1983. Barth kept the car until 1989. In its next ownership, with Swedish businessman and collector Hans Thulin, it was consigned to Kienle Automobiltechnik in Stuttgart, Germany, one of the world’s foremost facilities, known for their restorations on Mercedes-Benzes and 300 SLs in particular. The car was sold to a German collector, who in turn commissioned Kienle to perform a full restoration. Notably, damage to alloy-bodied 300 SLs is remarkably common, as the aluminum is notoriously thin and can quite literally bend under the pressure of an ill-placed hand. Furthermore, the bodies are known to deteriorate at the mounting points, where aluminum meets steel. As a result, almost all lightweight examples have been reskinned or repaired at some point, and on this particular car, any parts of the body that were irreparable were replaced.

Upon completion, the car was repainted in traditional Mercedes-Benz silver and retrimmed in its original color of red leather. As is to be expected, the quality of the workmanship is absolutely superb, with the tremendous attention to detail and factory correctness befitting of a Kienle restoration. Indeed, aside from this car’s rarity as an alloy-bodied Gullwing, its association with this restoration facility is a point of pride and desirability all its own.

With a subsequent owner in 2002, the 300 SL was inspected by Mercedes-Benz Classic and determined to still retain all of its original mechanical components and drivetrain. After passing through a collector in Switzerland, the car was acquired by its current custodian. The Gullwing has been preserved in immaculate condition ever since, with its odometer displaying only 2,481 kilometers, presumably since Kienle’s restoration.

Not only is this one of just twenty-nine aluminum-bodied 300 SL Gullwings produced (as compared to over 1,400 steel-bodied cars), it also features all the highly desirable options and accessories one would want on a Gullwing, including the Sonderteile engine, sport suspension, Rudge knock-off wheels, and a two-piece luggage set. Following a recent test drive by an RM Sotheby’s specialist, he found the options on this example to be immediately apparent, making the car noticeably quicker than the “standard” 300 SL Gullwings, and he also reported that it was “dialed in” and great fun to drive.

For the discerning collector, it would be difficult to find a more desirable example than this matching-numbers car. This is, quite simply, one of the most sought-after and rarely seen Mercedes-Benzes in the world.

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.

The Mercedes-Benz 300 SL racing car, first produced in 1953 as a tiny model, is a mere twelve centimetres long (4.7 inches). Even at such a small size, for th artists, it is more than enough space to recreate a detailed copy of the legendary racer. The Dux brand toy car, manufactured by Markes and Co. in Lüdenscheid, marked the beginning of a great and fascinating tradition. The history of toy and model cars based on various incarnations of the Mercedes-Benz SL sports car is almost as long as that of the SL class itself.

This link between real-life cars and their model versions is a constant factor in the history of the automobile. From race cars and sports cars to saloons and even heavy trucks, the toys and models represent vehicles of every type and period. “The history of the motor car is always also the history of the model car”, according to the foreword in the catalogue for the exhibition ‘Models. Design, toy, cult. Mercedes-Benz’, which was held from 2000 until 2001 at the Kunsthalle art gallery in Tübingen.

Technological treasures in a miniature format

The desire to represent important elements of our lives in model form is as old as human culture itself, as demonstrated by the prehistoric animal figures and replicas of carts from antiquity. Since the invention of the automobile by Carl Benz and Gottlieb Daimler in 1886, the motor car has established itself as a firm favourite both in children’s nurseries and collectors’ display cabinets.

Sports cars evoke particularly strong emotions in their original versions, so it’s no surprise that their scaled-down counterparts also present an exciting chapter in the story of model cars. Among the types most often represented in miniature format is the Mercedes-Benz 300 SL Coupé (W 198 I, 1954 to 1957) and the 190 SL (W 121, 1955 to 1963). Both remain popular models for new miniatures. These classic sports cars showcase the wide range of sizes, materials, and attention to detail that characterises the culture of model cars.

The collections show how innovative processes entered the toy industry, as deep-drawn tin bodies gave way to injection-moulded plastic and metal versions. Wind-up engines were replaced by electric drives – both for cable and radio-controlled cars and for electric race track models.

Reflecting the SL tradition

All of the other Mercedes-Benz SL sports cars also enjoy great popularity in the world of toy and model cars, right from the moment they are first launched. Six decades of SL tradition have seen the creation of a whole universe of miniatures of these Mercedes-Benz sports cars, from the W 194 racing car and model series W 198 (300 SL) and W 121 (190 SL) to the ‘Pagoda’ W 113 from 1963 and model series R 107 (1971), R 129 (1989), R 230 (2001) and R 231 (2012).

Over the same period, there was an increasingly noticeable differentiation in the purpose and the target groups for these miniatures. On the one side were the sturdy replicas of Mercedes-Benz originals made for active play, while on the other was an increasing number of more and more detailed models whose intricate designs appealed mostly to collectors who wanted to display these little works of art in showcases.

Sports cars – a new beginning for Mercedes-Benz and the toy industry

When the miniature of the 300 SL racing car (W 194) was released under the Dux (lat. ‘leader’) brand in 1953, the legendary Mercedes-Benz 300 SL gullwing coupé of model series W 198 was still a secret development project of the engineers and designers. Just a few years after the end of the Second World War, this achievement of the toy manufacturing industry must be rated as highly as the innovative power and performance of Mercedes-Benz, where the groundbreaking sports car was being developed at the same time. Matthias Braun reminds readers of this fact in his book ‘Mercedes. Sportscar scale models’ published in 1998.

The design of the 1953 Dux model was, of course, based on the profile of the racing car. But the W 194 already gave a taste of the line and the aesthetics of the 300 SL production vehicle that was launched at the International Motor Sports Show in New York in 1954. The toy industry was happy to take this bright new beginning for Mercedes-Benz in the sports car sector as an incentive to create a whole new world of models.

In technical terms, the 1953 Dux miniature was designed and built according to the traditional principles used in most toy cars of the period: the body was deep-drawn from tin and then joined to the frame. This technique was used as long ago as the mid-1930s, in the legendary replica of the Mercedes-Benz W 25 racing car produced by Schuco. This little Silver Arrow is still being made today.

For its 300 SL, Dux decided not to use the normal process of sticking tin flaps through slots and then bending them over, but instead went for screw fastenings. This method enabled the proud owner of the model to open the 300 SL (screwdrivers and spanners were supplied) and even to remove the wind-up engine. A few years later, the metal construction kit ‘Auto-Dux’ even contained a dismantled version of the 190 SL (W 121), which had to be assembled before you could play with it.

SL sports cars were later also offered as plastic model kits by a variety of manufacturers. The change from tin to plastic represents a paradigm shift that affected the entire model car sector. Not only were new materials introduced, but different manufacturing techniques and other forms of propulsion became established, especially from the 1960s.

But the fascination of the original remains when you hold a wind-up tin car in your hands: these toys are technical reminders of the period characterised by the 300 SL as the first series sports car in its family. In the 1990s, Märklin used this very technology to produce an impressive large-scale model of the W 198 I, including a limited edition for the 40th anniversary of the Federal State of Baden-Württemberg (silver) and a museum model (red).

300 SL models emulate export success

Soon after the launch of the W 198 I, a large number of tin miniatures of the gullwing coupé hit the international toy market. Many of them were rather crudely made, like the many versions manufactured in Japan. These tin models of the 300 SL didn’t sell very well in Germany, and the vast majority of them sold in foreign markets. This is another parallel between the original Mercedes-Benz car and the model versions: both were successful exports right from the start.

However, now and again some very fine miniatures were produced in Germany, such as the model made by Tipp & Co./Tippco, “with an electric drive and a properly functioning steering column shift”, according to Matthias Braun. This toy car not only lived up to the technical standards of the original, it also matched the luxury sports car in price: the 300 SL from Tipp & Co./Tippco would set you back DM23, an awful lot of money for a toy in the mid-1950s.

While German toy manufacturers showed some reluctance towards the 300 SL at first, this all changed in 1955 with the 190 SL Roadster. Matthias Braun reports that over 80 per cent of all models of this open-top sports car were made by traditional German firms such as Gama, Huki (Kienberger), JNF, Kellermann, Schuco, and Seidel. In terms of design, these miniatures followed the models of the 300 SL, i.e. they had a tin body that was painted or lithographed.

Technical innovations in the toy sector

Not all technical details of a real sports car can be accurately reproduced in a model. But since the launch of the first 300 SL as a competition car, development in the toy sector has been characterised by a number of innovations. These range from the production of the body through injection moulding to using processes such as photo-etching for the decor. This development can be seen particularly well in the 300 SL from model series W 198 I and the 190 SL from model series W 121. Both of these Mercedes-Benz sports cars are still being offered in model form by a number of manufacturers – with huge variations in their attention to detail.

The process of evolution undergone by models can be demonstrated using the example of the 300 SL Coupé by Wiking, made from plastic on a scale of 1:87, which was first introduced with the 1956 price list. At that time, the gullwing sports car, on the same scale as an H0 gauge model railway, had a body without holes for the windows, and with the glass of the headlights represented by colour. In 1960, this was followed by a 300 SL with a transparent windscreen and windows – to go with the 190 SL with coupé roof introduced by Wiking in 1957. Wiking continued to produce more and more refined versions of the gullwing coupé, culminating in a version with an intricate radiator grille and bumpers.

In addition to the finer details, technical functionality is also in demand. Around 1960, there was not only a model of the ‘Pagoda’ by Gama with a removable hardtop, but even a 230 SL (W 113) by Schuco with a fully-functioning four-speed transmission.

Mercedes-Benz quality in model form

Many manufacturers continue to strive for ever-better models in a range of different scales. This inevitably leads to an increased demand for precise information about the originals. Mercedes-Benz has always been a much sought-after partner for the toy industry. Back in 1961, a manufacturer of ‘children’s cars’ contacted Daimler to ask for detailed drawings and photos to use as templates for their pedal cars, which were about 1.5 metres long.

Today, Mercedes-Benz promotes the development of high-quality collectors’ models for its own Classic Collection, in collaboration with well-known manufacturers. These models are sold exclusively through Mercedes-Benz sales and service outlets, Mercedes-Benz dealerships, the Mercedes-Benz Museum and the online shop. In these collaborations Mercedes-Benz puts a great emphasis on authenticity, for instance regarding original paint finishes, trims and decors – all the way to the correct starting numbers for special models commemorating important racing wins for Mercedes-Benz.

And so, when an ardent collector finds exactly the high-quality miniature of an 300 SL coupé or 190 SL Roadsters he has been looking for in the Mercedes-Benz Classic Collection, we come full circle. Because the enthusiasm for the “harmony of design reconciled with the finesse of technical construction”, which the ethnologist Hermann Bausinger has described as the source of our fascination with collectors’ items, is a modern-day echo of the enthusiasm felt by the audience in 1954 at the launch of the 300 SL Coupé and 190 SL in New York.

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.

New cars are constant objects of study in the wind tunnel. They are subjected to tests in order to optimise them in different ways – for example, to reduce fuel consumption, but also to improve wind noise or rain flow.

Historical vehicles, on the other hand, are seldom guests in the wind tunnel, their development is complete and there’s nothing you can change now. For reasons of historical interest, in January 2012 Mercedes-Benz Classic examined two SL model series in the company’s own wind tunnel at its Stuttgart-Untertürkheim plant using modern-day measuring methods.  The first was a SL (W 194 series) from 1952, as well as the 1954 series-production 300 SL (W 198 I series) sports car. In order to have a contemporary comparison vehicle, a 1951 Mercedes-Benz 300 S (W 188 series), a luxurious, sporty touring car, was also examined. This vehicle had lent some of its technology to the first post-war Mercedes-Benz sports car.

The most important results: the 300 SL (W 194 series) racing car has a drag coefficient cD = 0.376. Meaning, it is around 20 percent better than its comparison vehicle, the 300 S (W 188 series), for which a value of cD = 0.462 was obtained. This result underscores the efforts of the engineers and designers back then to attain a low drag coefficient as an important prerequisite for the SL’s racing success.  The car then went on to achieve several wins in the course of the 1952 racing season at different international motorsport events, for example at Le Mans or in the Carrera Panamericana in Mexico. The 300 SL (W 198 I) series-production sports car returned a drag coefficient value of cD = 0.389.

The wind tunnel in Stuttgart-Untertürkheim itself is historical: it hearkens back to the 1930s and the legendary FKFS-Institut (Forschungsinstitut für Kraftfahrwesen und Fahrzeugmotoren Stuttgart) or Stuttgart Research Institute for Automotive Engineering of Stuttgart Professor Wunibald Kamm, who enjoyed similar fame for his importance in the field of aerodynamics. The tunnel is based on the so-called Göttinger design principle with a three-quarter open test section. In the mid-70s the then Daimler-Benz AG took over the wind tunnel. Today it is one of several test installations of its kind in the Group.

Exciting beyond measure…

• Three historical vehicles in an historical wind tunnel
• The results of the two 300 SL (W 194 and W 198 I series) are similar

Morning of January 23, 2012: the three cars are standing at the ready. Little do the workers and employees at the Mercedes-Benz Untertürkheim plant suspect of the bustle of activity going on behind the walls of the wind tunnel facilities. For eight hours the 5-Megawatt electric motor will set the fan blades in motion to drive the vast volume of 9000 cubic metres of air.

The object is to determine the relationship among the three study objects in terms of their surface and air resistance values – the three cars are closely related technically: the drive system of the W 194 is based in part on that of the W 188, while the W 198 is based on the W 194.

So as to compare them more directly, the three vehicles were measured without underbody panelling. Today these three classics are usually driven in normal road traffic without underbody panelling in any case, in order to permit easier access to service points and so that the vehicle interior does not heat up.

The following program is scheduled: 10 point measurements of the cD values with wind velocities of 130 km/h and 200 km/h. In addition, the vehicle frontal area (A) as well as the coefficients of lift at the front axle (cAF) and at the rear axle (cAR) were determined.

The day promises to be exciting. With the first measurement, that of the 300 S, the most diverse figures, guesses and estimates buzz around the hall – all of the estimates high because of the vehicle design, which presents a relatively large surface to the wind. The frontal area of the 300 S with exterior mirror, 2.28 square metres, is thus no surprise. No-one yet suspects that no guess or estimate will hit the mark. At the wind tunnel control station tense concentration dominates the scene.

When the first values measured for the 300 S come from the ticker and are printed out, they reveal an average drag coefficient of cD = 0.468 at a blown wind speed of 130 km/h and cD = 0.482 at 200 km/h: a murmur of approval goes through the room. For comparison: the 190 SL (W 121 series), which appeared in 1955 and thus four years after the 300 S, achieves a drag coefficient cD of 0.461 with a hard top, while the 1963 Mercedes-Benz 230 SL (W 113 series), the famous “Pagoda”, has a drag coefficient cD of 0.515. This shows the Mercedes-Benz 300 S in a very good light indeed.

For the 300 S, the cD × A value, the product of the frontal area A and the drag coefficient of the vehicle body cD, results in 1.067 at a wind speed of 130 km/h, and 1.100 at a speed of 200 km/h.

As the coefficient for lift at a wind speed of 130 km/h for the front axle (cAF = 0.268) is virtually identical to that for the rear axle (cAR = 0.270) there is no pitching moment and consequently a stable vehicle attitude. At a wind speed of 200 km/h the 300 S experiences a stronger load relief of the front axle with a resulting front axle lift coefficient cAF = 0.293 and rear axle lift coefficient cAR = 0.267. However, both these values lie in the realm of purely theoretical knowledge since the 300 S has a top speed of 175 km/h.

The 300 SL in the wind tunnel

No less was the tension before the start of the test series with the second vehicle, the 300 SL (W 194 series). This is the original 1952 racing season car.

It comes as no surprise then, that at 1.784 square metres, the frontal area is 22 per cent lower than that of the 300 S. After all, reduction of the drag coefficient is one of the key points in the requirement specifications for the racing car. Its cD values, 0.376 (wind speed 130 km/h) and 0.383 (wind velocity 200 km/h) are almost 20 per cent better than those of the 300 S. In the case of the cD × F value, more important for the driver, (multiplication of the vehicle frontal area by the aerodynamic quality of the body, the drag coefficient), 0.670 and 0.683, depending on wind speed, the 300 SL (W 194 series) is even 37 per cent better than the 300 S.

The lift coefficient at the front axle, cAF = 0.305 and 0.318 and at the rear axle, cAR = 0.149 and 0.140, show a significant load transfer from the front axle at high speeds.

At the same time the results of the measurements showed how far from reality was the drag coefficient cD = 0.25 value determined in the 1950s with a 1-in-5 clay scale model of the W 194 – and how great an influence, for example, the air flow through the engine compartment (which of course the clay model did not have) has on the overall air resistance of the car.

On the other hand in the wind tunnel measurements of today the series-production 300 SL (W 198 I series) held a surprise. With a frontal area of 1.757 square metres the car is even a little more svelte than the 300 SL (W 194 series) of 1952 and can thus – with the cD × A value – partially compensate its cD value which is less favourable than that of the 1952 racing car (W 194 series ). The cD values returned were 0.389 and 0.397, at wind speeds of 130 km/h and 200 km/h, respectively, the resulting cD × A figures, 0.685 and 0.697, respectively.

The lift coefficients of the 300 SL (W 198 series) production sports car show an even greater load transfer from the front to the rear axle at increasing speeds than is the case for the 300 SL (W 194 series ) racing car. At 130 km/h the cAF is 0.334 and at 200 km/h it is 0.358. The cAR figure is 0.125 at 130 km/h and 0.108 at 200 km/h.

Apart from the bare measured values the tests revealed that specifically the two SL models generate a particularly strong lift at the front axle that increases at higher speeds, which in turn makes the cars susceptible to side winds. This is confirmed by the high yaw moment under a diagonal incident wind flow direction of 20 degrees.

For the 300 S model (W 198 series) the investigation showed a strong flow break at the top edge of the radiator grille, a separation which remains perceptible as far back as the windscreen. By contrast, the transition from the windscreen to the roof turned out to be better than expected. However, the airflow breaks away again some 30 to 50 millimetres above the rear window and meets the vehicle body again on the boot lid.

Both SL models show good airflow over the front area. However, the lower edges of the vehicle body are too high, in particular in the case of the W 194, leaving the vehicle underbody unprotected, which results in the high lift forces at the front axle. Airflow around the windscreen, the A-pillars and the roof is good, but in the W 194 the airflow breaks off at the rear window rubber surround, to later hug the car again at the boot lid.

Mercedes-Benz’s association with the Mille Miglia is an enthralling story, full of great sporting moments. The high points include the Mercedes-Benz 300 SL racing sports car’s (model series W 194) first entry into the 1000-mile race 60 years ago: in May 1952, Karl Kling scored second and former champion Rudolf Caracciola came fourth. This represented a promising start to Mercedes-Benz’s return to the international motorsport arena.

For this year’s Mille Miglia, Mercedes-Benz Classic is paying homage to that 1952 premiere and other successes achieved by the Stuttgart-based racing department in the legendary road race first held 85 years ago: from May 17 to 20, 2012 an original 300 SL racing sports car will be taking part in the 1000-mile rally from Brescia to Rome and back. These days, the Mille Miglia is an event for vintage vehicles which only those types of classic cars dating from the original road race between 1927 and 1957 may enter. 2012 sees this historic Mille Miglia – one of the most exciting events for classic cars at all – being held for the 30th time.

The organisers aim to fill the field with exemplars of authentic cars and as many original vehicles from the era of the Mille Miglia races of speed as possible. In addition to the 300 SL (W 194) racing sports car, therefore, Mercedes-Benz Classic will be represented by a large number of other exclusive vehicles ranging from the SSK racing touring car to the 300 SLR (W 196 S) racer and the standard 300 SL (W 198 I) sports car. The line-up includes the 300 SLR driven by Juan Manuel Fangio in the 1955 Mille Miglia (his starting number then was 658 and he placed second overall) and the 300 SL production car with which John Cooper Fitch won a class victory among the GT sports cars with a displacement above 1300 cc that same year (starting number 417, ranked fifth overall). A Mercedes-Benz 180 D will also be there – a saloon of this model won the diesel class of the 1955 Mille Miglia.

The 2012 Mille Miglia kicks off on 16 May with the technical checks and other items on the agenda in Brescia. There is also a special “Mercedes-Benz Champions at Mille Miglia” exhibition at the Museo Mille Miglia in Brescia. Daimler entered into a strategic partnership with the museum in January 2012 and, among other fascinating topics, the present exhibition covers the 1952 racing debut of the 300 SL prototypes and the legendary victories by Rudolf Caracciola in 1931 in a Mercedes-Benz SSKL and by Stirling Moss in 1955 in the Mercedes-Benz 300 SLR.

On 17 May, the 376 participating vehicles will be presented to the public in the old town of Brescia before the first car sets off at 6.30 p.m. All cars will then head to Ferrara, the end of the first stage, arriving by late evening and passing Lake Garda via Verona, Vicenza and Padua en route. From Ferrara, the event continues next morning (18 May) to Ravenna, through the Republic of San Marino and then on to Rome. The third and final leg goes from Rome to Viterbo, Siena, Florence, Bologna, Modena, Reggio nell’Emilia and Cremona before the participants arrive back in Brescia on 19 May. The awards ceremony takes place on 20 May. This year, the Mille Miglia’s route crosses the regions of Lombardy, Veneto, Emilia-Romagna, Marche, Umbria, Lazio and Tuscany.

Mercedes-Benz vehicles in the 2012 Mille Miglia

Mercedes-Benz SSK (W 06), 1928–1932

Of the supercharged six-cylinder sports cars in the Mercedes-Benz S-series, the SSK (model series W 06) is the most exclusive and beguiling. The model designation is an abbreviation of “Super-Sport-Kurz” (German for Super-Sport-Short) because it combines a short wheelbase with extreme sportiness. On 29 July 1928, the brand-new SSK was driven straight to victory by factory racing driver Rudolf Caracciola in the Gabelbach race and other races such as the Schauinsland hill climb near Freiburg and at Mont Ventoux. In 1930 and 1931 the SSK helped Caracciola win the European Hillclimbing Championship. With its weight reduced and performance enhanced further, the 1931 version – also known as the SSKL (Super-Sport-Short-Light) – achieved equally spectacular successes. One of the most significant was victory in the legendary 1000-mile Mille Miglia: in April 1931, Rudolf Caracciola in the SSKL became the first non-Italian to win the gruelling road race from Brescia to Rome and back.

Mercedes-Benz 300 SL (W 194), 1952

Mercedes-Benz returned to international motorsport in 1952 with the 300 SL racing sports car (model series W 194). A lightweight space frame forms the basis of this sports car over which a light alloy body made of aluminium/magnesium sheet metal elegantly curves. Because the space frame sits comparatively high at the sides it was not possible to fit the W 194 with conventional doors, which is how the racing sports car comes to have its distinctive, upwardly opening gullwing doors. This detail became part of the production model 300 SL sports car (W 198 I) in 1954. The W 194 is powered by the 175 hp (129 kW) M 194 six-cylinder in-line engine with a displacement of 2996 cc. The 300 SL made its racing debut in May 1952 at the Mille Miglia, having been unveiled for the first time that March. Some of the W 194’s greatest successes in the 1952 racing season were a threefold victory in the Prix de Berne race, double victories in the 24 Hours of Le Mans and the 3rd Carrera Panamericana and victory in the Nürburgring Anniversary Sports Car Grand Prix.

Mercedes-Benz 300 SLR (W 196 S), 1955

Mercedes-Benz won the 1955 World Sportscar Championship with the 300 SLR. This sports car is based on the chassis of the W 196 Formula One racing car but has two seats and a three-litre, eight-cylinder in-line engine made of light alloy in place of the 2.5-litre Formula One engine with its steel cylinders. Delivering 310 hp (221 kW), the 300 SLR is superior to its competitors from 1955, as documented by gaining first and second place in the Mille Miglia, the Eifel race on the Nürburgring, the Swedish Grand Prix and the Targa Florio. The 1955 Mille Miglia was won by Stirling Moss assisted by navigator Denis Jenkinson at an average speed of 157.65 km/h, a record that has never been beaten. Pacenotes proved invaluable in achieving this victory and at the time were a new technique allowing Jenkinson to direct the driver Moss very effectively. Juan Manuel Fangio came second driving solo. In Sweden and the 24 Hours of Le Mans the 300 SLRs were assisted by an “air brake” – a 0.7-square metre hood over the rear axle that could be hinged up when braking to increase braking performance. At Le Mans Mercedes-Benz withdrew the 300 SLRs, which were in the lead, after an accident involving the Belgian Pierre Levegh through no fault of his own.

Mercedes-Benz 300 SL (W 198 I), 1954–1957

The 300 SL gullwing made its debut in February 1954 at the International Motor Sports Show in New York. This high-performance sports car is based on the legendary racing sports car from the 1952 season. A lightweight, torsionally stiff space frame carries the engine, transmission and axles. As with the racing version, there is no room for conventional doors and so the gullwing doors are a distinctive feature of the 300 SL (model series W 198 I). The gullwing model is also a champion of innovation in other respects: it was the world’s first production passenger car to be powered by a four-stroke engine featuring petrol injection. This boosted efficiency as well as engine output to 215 hp (158 kW), a 20 percent increase on the carburetted competition-only version and permitting a top speed of up to 260 km/h, depending on the transmission ratio installed. This makes the 300 SL the fastest production vehicle of its time and the dream sports car of the 1950s. It was also driven to victory in the 1955 Mille Miglia by the team comprising John Fitch and Kurt Gesell, winning the Gran Turismo production class above 1600 cc and coming fifth overall. Also in the Gran Turismo class, the team comprising Olivier Gendebien and Jacques Washer ranked seventh overall. The 300 SL took part in the 1956 Mille Miglia too: in the big GT class the team of Prince Metternich and Count Einsiedel came in sixth.

Mercedes-Benz 180 D (W 120), 1954–1959

The first diesel-engined version of the Mercedes-Benz 180 (model series W 120) was premiered in January 1954. The Stuttgart-based brand now offered its modern “Ponton” saloon with a compression-ignition assembly outputting 40 hp (29 kW) with a displacement of 1767 cc. From 1953 (preproduction series) to 1959, a total of 114,046 model 180 D saloons were built. With a top speed of up to 110 km/h, this diesel saloon cannot compare with the racing and sports cars that were favourites to win the Mille Miglia overall in 1955. However, the 180 D is a highly contemporary car with a self-supporting body and what is known as a subframe to which the front wheels, located by double wishbones, were attached. The car proved its strength and reliability in the Italian road race: Mercedes-Benz entered several 180 D vehicles, culminating in a threefold win in the diesel class for the cars with starting numbers 04, 09 and 010A.

An automotive icon turns 60 and thanks to the latest video from Mercedes-Benz TV, we are able to experience the history of this exceptional sports car.  The SL started its career in the racing circuit in 1952 and after winning 4 out of 5 races, the SL became a legend.  The series version of the racing SL was launched 2 years later and won sports car of the century in 1999.  The 190 SL was the first SL to be offered as a convertible and ushered in an entirely new audience to the SL.  The 230 SL was next in line and was nicknamed the pagoda.  Not only was the 230 SL extremely comfortable, it was also the first SL with an automatic transmission.  In 1971 the R107 was released with an 8 cylinder engine and was in production for 18 years.  The success of the SL continued into the 90’s when the R129 was presented in 1989.  From 1992 on the SL was available with a 12 cylinder and thanks to revolutionary safety technology, the SL is once again one of the safest cars on the road.  With the generation change in 2001, the SL continues to combine sportiness, style, comfort and innovation.

Gooding & Company, known for selling some high end, amazing cars, recently helped sell a 1955 Mercedes-Benz 300SL Gullwing, which is only one of 29 that was built with an aluminum alloy body.

It is  no stretch to say that a standard Mercedes 300SL Gullwing prices will be over a million dollars, however this 1955 matching-numbers Mercedes-Benz 300SL Gullwing was expected to sell between $2,500,000 and $3,000,000 because of the rarity of the alloy body. The final bid came in at $4.2 million, and with auction fees, the final selling price of the 300SL Gullwing was a whopping $4.62 million.  A record price for this car.

Information from Gooding & Company on the 1955 Mercedes-Benz 300SL is below.

“[The 300 SL Coupe] is the ultimate in an all-around sports car. It combines more desirable features in one streamlined package than we ever imagined or hoped would be possible”
–Road & Track Editors, 1955

If not for US importer Max Hoffman and his passion for a sports coupe based on the highly successful W194 series race cars, the Mercedes-Benz immortal 300 SL line would never have come to production.

The racing success of the factory team was having a positive effect on Mercedes-Benz sales in the US. However, without a car clearly related to the race-winning machines, the marketing advantage of the immensely costly racing effort was limited. Accordingly, Mercedes-Benz management approved the 300 SL project after Mr. Hoffman’s firm made a commitment to purchase 1,000 of the cars for US distribution.

Integral to the marketing plan for the groundbreaking new sports car was the expectation that the cars would be used for competition by private owners in order to bolster sales in the showrooms, and the factory ensured that the 300 SL was accepted by the FIA for international competition.

As a result, the production Gullwing could be ordered with an all-aluminum body. When chosen, many additional competition upgrades followed suit. A competition camshaft was fitted along with stiffer, shorter springs that lowered the car and enhanced peak performance, while racing-specification tires on wider rims promoted better adhesion. Plexiglass windows and vented brake drums were also featured in the package. The cars were nearly 200 pounds lighter than the standard steel-bodied version. In all, just 29 of these aluminum-bodied cars were ordered and built – approximately 2% of the total Gullwing production.

This Car

Derived for sport, this aluminum Gullwing did not see competitive use. Completed on April 20, 1955, 5500208 was appropriately finished in metallic silver gray over a blue leather interior. The 300 SL was also outfitted with Rudge wheels, the NSL motor and Plexiglas windows per aluminum-build specifications.

On May 27, 1955, the Alloy Gullwing was sent to Rotterdam where it was loaded aboard a Holland America Line ship for transport to New York. Upon arrival, the Mercedes-Benz distributor sent 5500208 to the West Coast for ultimate delivery to Veron Holz of Bonita, California. The new aluminum-bodied Gullwing would have been an extravagant machine on the roads of San Diego in the late 1950s.

Although the early history of this Gullwing is not known, there is no apparent race record for 5500208. In March 1980, the 300 SL resurfaced in San Diego and was sold through a motorcar locator to Hans Dieter Blatzheim of Bonn, Germany. The purchase price was an astonishing $57,000 for an unrestored car, which the seller most likely assumed was steel. The invoice for the purchase still exists, indicating the alloy chassis number 198.043.5500208.

In need of some attention, the Alloy Gullwing made its way to the well-known restoration shop Hill & Vaughn in Santa Monica, California. Phil Hill and Ken Vaughn had gained a reputation for their high-quality restorations and were frequent winners at the Pebble Beach Concours d’Elegance. Disassembly of the car began in April 1980, and the car is accompanied by a significant file of numerous invoices and photographs documenting the work performed by Hill & Vaughn.

The invoices identify the completeness of 5500208, as well as its solid state, which was no doubt a benefit of having spent 25 years in Southern California. Some necessary aluminum work was addressed and the meticulous fitting of the doors, hood and deck lid are thoroughly outlined. Additionally, the engine and gearbox were sent to AMG Motorbau in Germany for rebuilding. Subsequently returned to Hill & Vaughn in early 1982, the project was nearing completion. By mid-year, the car was ready for paint and assembly.

For unknown reasons, Herr Blatzheim requested that 5500208 be packed in a sea container and sent to Germany. The car was loaded and loose parts were thoroughly inventoried before shipment in November 1982.

The completion of the restoration was conducted in Germany, but not before the body was stripped and prepared again for paint. Photos dated October 1983 show the bare aluminum skin in outstanding condition, proving straight and showing good panel fit. Further photo documentation shows the restoration and assembly of the chassis and completion of the car in silver with gray leather.

In May 1984, the 5500208 was sold to Markus Ahr of Germany. During his ownership, work was performed by Daimler-Benz Aktiengesellschaft including a rebuild of the engine. Herr Ahr kept the car well into the 1990s, at which time work was performed by Kienle Automobiltechnik. Photo documentation shows a rebuild of the transmission, rear end, brakes and suspension. Retaining the silver-over-gray finish, detail work was conducted on gauges and other ancillary components and the project was completed in 1998. Not long after, the Alloy Gullwing was sold to Friedhelm Loh, a noted German collector with a passion for significant Mercedes-Benz.

In 2009, Ken McBride of Seattle, Washington, was given the opportunity to buy 5500208. Having had a handful of Gullwings, Mr. McBride appreciated the importance of an Alloy and, for the first time in his many years of collecting, had the chance to own one. Although his collection was significantly diverse, Mr. McBride had always focused on Mercedes-Benz and had acquired a 540 K Special Coupe, a 540 K Cabriolet A and eventually a 380 K Erdmann & Rossi Special Roadster.

After some serious thought, and perhaps a little family persuasion, the Alloy Gullwing was bought for the collection. In the company of a J Duesenberg Murphy Roadster, a Ferrari 410 Superamerica and other significant cars, the 300 SL was more than a notable entry, it was a dream come true for a man who had an Alloy Gullwing high on a short list of cars to own.

In late 2009, Mr. McBride fell ill and the newly acquired Mercedes-Benz took a back seat. At that time, the Gullwing was sent to noted 300 SL restorer Rudi Koniczek at Rudi & Co. for some necessary sorting. Mr. McBride wanted certain aspects of the car corrected, predominantly the shade of silver and the interior. In the months to come, the Alloy Gullwing was stripped to bare metal and repainted in its original silver (DB 180). Necessary body work was conducted and a methodical process was undertaken to ensure proper assembly and fit of the aluminum body. The gray leather interior was removed and the correct blue leather was installed. Some additional mechanical work was conducted, as well as detailing of various components. One deviation from the original was the addition of seat cushions upholstered in plaid, acknowledging the lightweight car’s racing alter ego – they are a marvelous touch.

In mid-2011, Mr. Koniczek had finished the restoration but, sadly, Mr. McBride passed away before he could see the final masterpiece. The result was truly spectacular! Shortly after, Mr. McBride’s wife Patty and the rest of the McBride family chose to show the Alloy Gullwing at the Kirkland Concours d’Elegance where it rightfully won its class.

The finish of the 300 SL is of the highest level and the car retains a very correct appearance. With a livery that is a tasteful yet bold statement, the quality of the work and attention to detail is obvious and further inspection reveals the purity of this Alloy Gullwing. The original engine remains, correctly stamped NSL, and the body number can be found stamped on the left wheel arch in the engine compartment. Additionally, the Gullwing has belly pans, its chrome Rudge wheels are original, the luggage is properly finished in natural pig skin, the Becker radio is correct, the grille has the proper “curved star” – the list goes on.

Furthermore, this Alloy Gullwing is accompanied by a tool kit, a knock-off hammer, a jack, comprehensive documentation, the Mercedes-Benz Certificate, an owner’s manual, an instruction manual, a spare parts catalogue, a service book and Becker radio manuals.

5500208 is a sensation to drive. Its road manners are what one would expect from any beautifully engineered motorcar. The true excitement, however, is when this supercar comes on cam. With abundant power and torque, and precise gearshift, this Gullwing is simply addictive.

In recent years, these ultra-rare, competition- specification cars have come to be recognized by collectors and enthusiasts for what they have always been – truly the best of the best. They are a tiny group of factory-built, lightweight racers, constructed with the express intention of increasing the public visibility of one of the greatest sports cars ever constructed.

Gullwings are routinely acknowledged as favorites in a collection of any size. They are prized for their magnificent engineering and build quality, purity of design and outstanding driving experience. Aluminum-bodied examples – all 29 of which have survived to this day – are very seldom offered for sale.

As one of the most iconic motorcars of all time, it can easily be said that the Alloy Gullwing is the most significant road-going Mercedes-Benz of the post-war era.

Perfect proportions and purist lines for an exciting presence: the design of the SLS AMG Roadster stirs the emotions. Whether with the soft top open or closed, the Roadster exudes passionate sportiness and sheer exclusivity. The new super-sports car reinterprets the breathtaking lines of the iconic Mercedes-Benz 300 SL Roadster from the 1950s, and continues the legend of exciting sports cars bearing the Mercedes star.

Memories of the legendary Mercedes-Benz 300 SL are also rekindled by the hallmark wide radiator grille with the large Mercedes star and the wing-shaped cross-fin. The three-dimensional, sculptured front-end with its low-set, arrow-shaped front apron set well into the sides lends the SLS its powerful stance on the road. Six large cooling air intakes and the vertically arranged headlamps set well to the outside with their alluring inner ambience provide a dominant aura, and are also stylistically reminiscent of the 300 SL Roadster. The central bi-xenon low-beam headlamp with its metallic wing section is framed by two LED indicator strips at the top and by the LED daytime running lamps at the bottom.

Sheer dynamism is not only suggested by the almost two-metre long bonnet, the low greenhouse set well to the rear and the short rear end with the extending rear aerofoil, but also by the long wheelbase, wide track and large wheels. The short overhangs characterise the athletic proportions as strongly as the overall engineering concept for this super-sports car, with its low-mounted front-mid engine and dual clutch transmission in a transaxle configuration.

Design influences from aircraft construction

Allusions to aircraft construction come courtesy of the prominent Mercedes star, whose tubular section is reminiscent of the air intake on a jet engine when viewed from the side, as well as the long bonnet: as the eye is drawn forward, so the observer becomes more aware of the curved bonnet contour. The design of the four fins with their Silver Shadow finish adorning the two air outlet grilles on the end of the bonnet creates the same visual impression. These aircraft-style lines also visually accelerate the air that flows past – and make the SLS AMG appear extremely dynamic even while stationary.

The fins on the bonnet are also to be found on the vehicle flanks, and here too the afficionado will rediscover a typical design feature of the 300 SL Roadster. The “6.3” lettering integrated between the fins is a clear reference to the large, naturally aspirated V8 engine. A stylish character line emerges from the side air outlet, combining visual appeal with power in combination with the dramatic effect of the flank surface. Extraordinarily appealing and unmistakable, the only 1261-millimetre high passenger compartment with its high beltlines, flat side windows and steep windscreen is in the nature of an observation post. When closed, the low fabric soft top accentuates the purist overall impression and embodies classic roadster design. When opened, the soft top is deposited behind the seats in a Z-configuration to preserve the harmonious lines. The three soft top colours of black, red and beige are available to suit the choice of nine exterior and six interior colours.

Side view dominated by muscle and shoulder

Viewing the SLS from the side, the eye is drawn to the prominent vehicle shoulder, which stretches from the front to the rear like a taut muscle. Dynamism is also enhanced by exterior mirrors mounted on the beltline. Distinctive 19-inch (front) and 20-inch (rear) light-alloy wheels fill the flared wheel arches, which stand out prominently from the flank. Three different wheel variants all provide a good view of the large, high-performance composite brakes. Seen from above, a prominent, uninterrupted line runs from the muscle to the rear. This styling feature is also picked up on the bonnet, where the eye follows a distinctive contour. On the right, a sporty filler cap of solid metal provides another visual highlight.

Rear view that emphasises width

Dynamism and power are also suggested by the rear view of the SLS AMG Roadster. The gently sloping boot lid creates an impression of width, as do the pronounced shoulder, the closed soft top with its wide glass rear window and the flat rear light clusters. Featuring LED technology and two slim chrome inserts, the horizontally divided light clusters provide interesting perspectives. Wing-shaped LED lighting elements make for a distinctive and striking night design. Unlike in the SLS AMG Coupé, the third brake light is integrated into the boot lid.

Similarly inspired by motor racing are the black diffuser insert, the low, centrally located Formula 1-style LED foglight/reversing light and the two chromed tailpipes of the sports exhaust system. The strikingly tapered rear apron provides an unimpeded view of the wide rear wheels, lending the SLS its self-assured stance on the road. The spoiler integrated in the boot lid is automatically deployed from a speed of 120 km/h to ensure optimum stability at high speeds. As the aerials for radio, navigation and telephone reception are invisibly integrated into the boot lid, they do not disrupt the car’s silhouette.

Interior reminiscent of an aircraft cockpit and motor racing functionality

Authentic materials and outstanding precision with respect to material quality and standard of finish: the interior of the SLS AMG Roadster already thrills at first sight. As in the gullwing model, the Roadster cockpit creates associations with an aircraft cockpit. The characteristic styling feature is the dashboard, whose powerful and dramatic wing shape makes for an impression of width. Strikingly integrated into the dashboard are the galvanised air vents with their adjustable, cruciform nozzles and Silver Shadow finish – their shape reminiscent of a jet’s engines. The instrument cluster with its LED upshift indicator and two white backlit dial instruments adds another decidedly sporty touch with its metallic Silver Shadow finish. The silver dials have red-lit needles and a 360‑ km/h scale. As a central feature of the cockpit, the COMAND APS multimedia system is integrated between the two centre air vents.

The elongated centre console in matt metal similarly picks up on the design theme of an aircraft cockpit. It is home to the AMG DRIVE UNIT, which is inclined towards the SLS driver and allows him to choose his personal vehicle setup. The E-SELECT shift lever, whose styling recalls the thrust control of a jet, controls the AMG SPEEDSHIFT DCT 7-speed sports transmission. The solid metal selector lever is lined with high-grade leather bearing an embossed AMG emblem. The attractively integrated control unit for the electric soft top is located in the rear section of the centre console.

Numerous controls are precision-made from solid metal, with a high-sheen Silver Shadow surface. On request the centre console and other interior features such as the door sill panels, interior door trim and seat backrest trim are available in carbon-fibre. Alternatively AMG trim in high-gloss black is available for the centre console.

Authentic cockpit atmosphere in the interior

The concave shape of the interior door panels and the high beltline make for an authentic cockpit atmosphere. Together with the wide centre tunnel extending well to the rear, they reinforce the impression of safety and security. Topstitching and contrasting seams, as well as fine designo leather on the sports seats, create a luxurious impression and accentuate the hand-finished look. All surfaces such as the interior door panels and armrests are softly padded for a very pleasant feel.

Dynamic steering wheel design and six different leather colours

An authentic racing car touch is provided by the AMG Performance steering wheel with a diameter of 365 millimetres. The rim has a flattened lower section and an oval cross-section, plus perforated leather in the ergonomically formed grip area, for outstanding vehicle control. The shift paddles and lower insert are of metal. The unmistakable attention to detail for which Mercedes designers are known is very evident in the tasteful colour combinations in the interior. Six different single-tone designo leather colours are available to meet individual preferences: black, espresso brown, sand, classic red, light brown and porcelain. The sports seats with integrated head restraints and sporty transverse fluting are upholstered in designo leather, with a metal AMG badge in the backrests. Two-tone designo Exclusive leather seats are also available in espresso brown/black, classic red/black, sand/black and porcelain/black. If light brown is chosen as an interior colour, the sports seats are upholstered in natural leather with particularly high-quality woven leather on the centre seat panels.

The A-pillars are lined in anthracite Alcantara, heightening the functional, purist motor sports atmosphere. These surfaces are complemented with the sporty carpeting and floor mats bearing the AMG logo.

The year 2012 is the year of the SL legend. Excitement mounts in expectation of the market launch of the new Mercedes-Benz SL (R231) in 2012. The 2012 Classic Calendar takes up this theme and presents the models of the Mercedes-Benz SL series from six decades in a very special way.

Renowned photographer Dietmar Henneka was contracted for the calendar shoot. Historical motifs from various decades were projected onto the vehicles and the Mercedes-Benz Museum using a high-performance projector.

The SL Legend calendar offers a surprisingly different experience with 12 original and fascinating calendar motifs that impressively highlight the vehicles and the architecture of the Mercedes-Benz Museum from different perspectives.

A continuous monthly date section makes the calendar timeless. Information about the vehicles and projections is provided on an additional page of the calendar.

The Gull Wing Group is celebrating its 50 year milestone and is partnering with Mercedes-Benz USA to recreate one of the group’s most famous photos taken in 1961 at Fort Point Park overlooking the Golden Gate Bridge in San Francisco, California.

Fort Point was built by U.S. Army Engineers during the peak of the Gold Rush between 1853 and 1861, as a defense system to protect San Francisco against naval attack. The fort stands at the base of the 4,200 foot long Golden Gate Bridge, towering 746 feet high. Though Fort Point never faced battle, the structure signifies close to 150 years of military history and architecture.

In honor of the Gull Wing Group’s milestone, Mercedes-Benz USA is donating 125 scholarships to provide children with the opportunity to participate in the San Francisco Recreation and Park Department’s unique summer educational programs designed to accentuate personal responsibility and initiative, and encourage children to pursue preservation in the future of America’s national parks.

“The Gull Wing vehicle represents Mercedes-Benz leadership in style, design and performance and this anniversary allows us a moment to celebrate the history of that legacy created over fifty years ago.” said Steve Cannon, Vice President of Marketing, Mercedes-Benz USA. “As we look back, we also have to look to the future and that was our intention with the donation to provide San Francisco kids with the opportunity to attend summer camp through the Recreation and Parks Department program.”

Founded in San Francisco, California on June 16, 1961 The Gull Wing Group, led by Ernie Spitzer, was comprised of eighteen 300 SL Coupe owners. Currently over 600 driving enthusiasts dedicated to sharing their knowledge and enjoyment of the 300 SL belong to the Group. On June 10, 2011 – almost 50 years after an original photo was taken to mark the beginning of the Gull Wing Group’s existence – close to 100 members comprised of 24 Gull Wings and 14 Roadsters, are recreating the image by revisiting the very same spot in Fort Point Park, a National Historic Site run by the U.S. National Park Service.

“Donation such as this one helps San Francisco Recreation and Parks to fulfill its mission of providing enriching recreational activities to all San Franciscans.” said Phil Ginsburg, San Francisco Recreation and Park Department’s General Manager. “Our scholarships serve more than 2, 000 San Francisco children and families every year.”

With only 1400 Mercedes-Benz 300 SL “Gull Wings” produced from 1954-1957, it is one of the most sought after collectible vehicles around the world. Known for its iconic “Gull Wing” doors and fascinating design, the Mercedes-Benz 300 SL was technologically years ahead of its time with components such as a direction injection system. In 2011, Mercedes-Benz introduced the SLS AMG, a car inspired by the 1954 300 SL and in the same vein as the orginal, ushered in a new era of supercar leadership.

The history of Mercedes-Benz stretches beyond the Gull Wing Group and this year it is celebrating 125 years of innovation and the anniversary of Carl Benz 1886 patent three-wheel motorwagen with rear-mounted engine, which laid the foundation for motorized transportation that changed the world as we know it today.

Following the Mercedes-Benz works team’s retirement from Formula 1 and the sports car world championship at the end of the 1955 season, the rallies claimed fans’ full attention as of 1956. The Mercedes vehicles competing on race courses all over the world were fielded for the most part by private teams. While the racing and racing sports cars of previous years had performed superlatively as elite fine-tuned high-end vehicles, the near-series passenger cars now demonstrated their solid credentials in the nitty-gritty of rally racing. Karl Kling was responsible for rally activities as sports director at Mercedes-Benz. In the wake of Alfred Neubauer’s retirement, the ex-racing driver thus assumed a degree of responsibility for upholding the race manager’s legend.

In the late 1950s and early 1960s it was first and foremost the 300 SL sports car and the six-cylinder 220 SE and 300 SE saloons that caught people’s imagination on the roads and gravel tracks all over the world. The team comprising Walter Schock and Rolf Moll was among the contenders who made their mark in these years. The duo, who raced for the Motorsportclub Stuttgart, received comprehensive support from Mercedes-Benz in the form of vehicles and service. Walter Schock competed in the Monte Carlo Rally in the Mercedes-Benz 220 “Pontoon” on 15 January 1956, crossing the finishing line on 23 January just 1.1 seconds behind the winner.

A month later, the Stuttgart duo took part in the Rally del Sestrière in Italy at the wheel of the “gull-winged” 300 SL. In the mountains, the high-performance sports car left the other vehicles in its wake. Schock recalled the Coupé’s outstanding capabilities in the winter rally conditions: “Really fine snow chains on all four wheels allowed us to reach uphill speeds of up to 180 km/h.” The team finished the race as winners on 28 February. Further triumphs ensued in the shape of an overall win in the Acropolis Rally (26 to 29 April 1956) and class victories in the Wiesbaden Rally (21 to 24 June 1956) and the Rally Adriatique (26 to 30 September). Schock also won his class in the Eifel Race and took 2nd place in the fringe race at the Nurburgring Grand Prix meeting. On the back of this performance he became the European touring car champion in 1956 and German champion in the GT class above 2000 cc.

1959: sports director Kling’s sporadic stints at the wheel

The sports director was also wont to take to the wheel once in a while, putting in sporadic stints as a Mercedes-Benz works driver. Karl Kling achieved an unusual victory in 1959 with Rainer Günzler in the 14,000 kilometre Rally Mediterranée-Le Cap running from the Mediterranean to South Africa: the Stuttgart team embarked on this rally in a Mercedes-Benz 190D, cruising to victory on its diesel power. 1961 saw Kling speeding through Africa at the wheel of a saloon once again. This time he opted for a “fin-tail” Mercedes-Benz 220 SE, winning the Algiers-Lagos-Algiers Rally with Rainer Günzler as co-driver once again. Kling was also on the scene as race manager when works teams competed in selected major races at the wheels of Mercedes-Benz vehicles.

Schock and Moll claimed the European rally championship once again in 1960, in their 220 SE. Their winning ways got off to a bright start at the legendary Monte Carlo Rally. The first final win by a German team in this competition was part of a triple success for Mercedes-Benz, with driver teams Eugen Böhringer/Hermann Socher and Eberhard Mahle/Roland Ott taking 2nd and 3rd places. Following this triumph in 1960, the sports press called on Mercedes-Benz to return to the world’s racing circuits with works vehicles on a permanent basis. But sports director Kling was clear in his words, saying “This success will encourage us to carry on putting great effort into rallies. But Mercedes does not intend to return to motor racing.”

In the 1960s, Mercedes-Benz teams took part in the “Gran Premio Argentina” road race on several occasions. On 26 October 1961, Walter Schock competed in this very special rally, which was contested by a total of 207 drivers. A tough race was in store for the participants on a route covering 4600 kilometres and taking in a difference in altitude of around 3000 metres. The hard slog ended on 5 November with a double victory for Mercedes-Benz. Walter Schock and Rolf Moll were the first to pass the finishing line, followed by Hans Herrmann and Rainer Günzler. “That must be the toughest race I’ve ever competed in,” said rally champion Schock on his return from South Africa. The Mercedes-backed teams received personal support from Juan Manuel Fangio together with race manager Karl Kling. As this competition was very important for the American market, Mercedes-Benz continued its involvement in the coming years, too: 1962 saw a sensational win by the ladies’ team comprising Ewy Rosqvist and Ursula Wirth, while Eugen Böhringer sped to victory in 1963 and 1964, crossing the finishing line with two other Mercedes-Benz cars directly behind him in each case.

Böhringer, who drove Mercedes-Benz cars in rallies as of 1957, won the European rally championship in 1962 at the wheel of a Mercedes-Benz 220 SE. With his co-drivers Peter Lang and Hermann Eger, Böhringer notched up points in various races throughout this season, including the Monte Carlo Rally (2nd place), the Tulip Rally (7th place) the Acropolis Rally (1st place), the Midnight Sun Rally (5th Place), the Polish Rally (1st place), the Liège-Sophia-Liège Rally (1st place) and the German Rally (2nd place).

A highlight of the year was the victory in the legendary Liège-Sophia-Liège road race in the Mercedes-Benz 220 SE. The Stuttgart-based driver was also victorious when this marathon across Europe came around again in 1963. This time, the destination was Bulgaria rather than Rome, and the winning vehicle was a Mercedes-Benz 230 SL “Pagoda”. This was the first time ever that a driver had achieved two successive victories in this gruelling rally.

Mercedes-Benz was also successful in North America: the Mercedes-Benz 300 SLS was designed especially for the American sports car championship in 1957. It was based on the series-production 300 SL Roadster sports car, with a 900 kilogramme reduction in weight and engine power boosted from 215 hp (158 kW) to 235 hp (173 kW) to turn it into a highly competitive vehicle once again. The SLS provided Paul O’Shea with his third title in succession, following two wins in the “gull-winged” 300 SL in 1955 and 1956.

The powerful eight-cylinder 300 SEL 6.3 saloon only saw works team action in one race, winning the six-hour touring car race in Macao in 1969 with Erich Waxenberger at the wheel. The oil crisis at the beginning of the 1970s put an end to this saloon’s motorsport career. Automobile historian Karl Eric Ludvigsen emphasizes the importance of this break in Mercedes-Benz’s motor racing history: “The oil crisis resulted in the first interruption to Daimler-Benz’s long tradition triggered by external events. The company’s racing traditions began around the turn of the century, with the only hiatus – apart from the war years – occurring in 1955; every year, there was always one or more Benz, Mercedes or Mercedes-Benz cars in at least one key race, with either direct or indirect support from the works.”

Private drivers continued Mercedes-Benz’s racing traditions, however. Increasingly, their vehicles came to be prepared for competitive use by AMG – a company founded in Burgstall near Stuttgart by former Daimler-Benz employees Hans-Werner Aufrecht and Erhard Melcher in 1967 as an “engineering firm pursuing the design, testing and development of racing engines”. The leading products in the company’s early years included the refined version of the Mercedes-Benz 300 SEL with a 6.8-litre engine, which claimed a class victory and took 2nd place overall in the 24h Spa Francorchamps race. The independent tuning firm made a name for itself preparing vehicles for racing competitions over many years, before it was taken over in its entirety by the then DaimlerChrysler AG.

At the ADAC Eifel Race at the Nürburgring, Mercedes-Benz was presented for its outstanding sports car history. From June 18 to 20, 2010, six super sports cars were in the Nurburgring paddock behind the Rundbogenzelten for all to admire. On Saturday and Sunday the cars put their fascination potential at the test at three demonstration runs on the Grand Prix circuit.

Since 1922 the ADAC holds a race in the Eifel-Region near Aachen and Koblenz. The legendary Nuerburgring is the place where the first Eifelrennen took place on a race track in 1927. It was the premier opening race of the news race track. Until 1927 the Eifelrennen was held on public roads as a Targa-Florio – like race since 1922.

Four years ago the Eifelrennen returned to the Nuerburgring as a historic revival. Main part of the racing days for classic cars are the Grand-Prix-Track and the legendary Nordschleife with 21 km length for one lap. A lot of the history of the Nuerburgring is based on the famous races on the Nordschleife – a competitive track for ambitious drivers.

Mercedes Supercars define the automotive superlative, they set the standard in terms of performance and innovation. Super Sports Cars are not primarily intended for racing, but are sold as exclusive vehicles for road use. Mercedes-Benz has continued to set new standards with such a high-performance vehicles for customers. They arouse the passion of a particular form of car culture.

The super sports car family includes some of the Mercedes-Benz SSK Models (1928 to 1932, W 06) and the Mercedes-Benz 300 SL (1954-1957, W 198). Examples from the recent past are the Mercedes-Benz CLK-GTR (C 297) in 1997 and 2004 appeared Mercedes-Benz CLK DTM AMG. Also in 2004, is the Mercedes-Benz SLR McLaren (C 199) in the super sports car segment on the market.

These cars feature all – the mirror of its time – by impressive levels of performance and technical proximity to the racing off. Super Sports Cars are a way to give incentive for the developers in the current competition of motor sport vehicles and also help to obtain the latest results from laboratory and research in their work. Such exclusive and fascinating automobiles in small quantities occur with an extremely high level of sporting aspiration. These exceptional originals are also characterized by the fact that they are manufactured with a large proportion of manual work.

The balancing act between competition use on the racetrack and the sporty driving is on the road to the classical virtues of this class of vehicle. Because super sports car from Mercedes-Benz recorded a number of racing successes.

In particular, the Mercedes 35 hp and its direct successor, and the Mercedes-Benz SSK in their time even offered both as powerful models for top sporting private drivers as well as a successful competitive vehicles used.

The appendix to the supercar shows in the history of Mercedes-Benz but also in series studies and experimental vehicles that are not in production. This applies, for example of the legendary family of type C 111 rotary engine in the years 1969 and 1970 and for the C 112 of 1991.

Record vehicles and racing prototypes have enriched the genes of the super sports car from Mercedes-Benz as well. These include the 1953-built prototype of the W 194 racing coupe and the so-called “Uhlenhaut coupe” of the racing car 300 SLR (W 196 S).

The Mercedes-Benz SLS AMG continues this unique tradition. It celebrates the international press today as a contender for the title of “Sports Car of the 21 Century “.

The “Gullwing” era began in 1952, when the Mercedes-Benz W 194 racing coupé notched up victory after victory. An enhanced version followed in 1953, with a petrol-injection engine delivering an extra 29 kW, bringing the power rating up to 158 kW. The transaxle design provided a more favourable weight distribution and better vehicle dynamics. The sharp corners of the front of the vehicle earned it the in‑house nickname of “Hobel” (or “plane”). This unique model was never raced, since all available capacity was diverted to the company’s entry into Formula 1 planned for 1954, but the car was a significant milestone on the path towards the 300 SL production sports car. And incidentally, the prototype with its transaxle construction also forms a parallel with the Mercedes-Benz SLS AMG.

The Mercedes-Benz 300 SL (W 198) production “Gullwing” model was clearly a close relation of these racing vehicles, since it took the engineers just one-and-a-half years to create the new design on the basis of the W 194 racing sports car. This was the first true production sports car to be developed by Mercedes-Benz following the Second World War. The design project was started in September 1953, in response to requests from Maximilian Hoffman, Mercedes-Benz’s importer in the USA. The 300 SL was first presented to the public at the International Motor Sports Show in New York in February 1954.

The signs of the coupé’s allegiance to the racing sports car are clearly evident, from the ultra-light tubular lattice frame to the distinctive body contours and the “gullwing” doors, perpetuated in the popular name of the car in English-speaking countries. The decision to use this unusual form of access, more characteristic of racing-car designs, was no gimmick designed to grab public attention, however. The doors hinged on the car roof were a purely structural requirement, since the lattice frame carried over from the racing SL did not allow the use of conventional front-hinged doors.

Instead of the M 194 six-cylinder in-line carburettor engine with a displacement of three litres and 129 kW power rating, the W 198 model series had the 158-kW M 198 engine with mechanically controlled direct injection. This was the first Mercedes-Benz production vehicle to be fitted with a petrol-injection engine, which delivered 29 kW more power than the carburettor-based racing version of the engine.

The engine was set at an angle, resulting in a particularly flat front end with outstanding air-flow characteristics. The consistent focus on a lightweight structure helped to provide some extremely impressive performance characteristics, with top speeds of up to 250 km/h, according to the rear axle ratio. The chassis was essentially based on the 300 model saloon (W 186), but with suspension settings more focused on sporty performance qualities.

The appearance of the super-sports car has been refined to create a more elegant and dynamic look in comparison with the racing sports vehicle. The visual design qualities and concessions to passenger comfort did not, however, limit the car’s performance qualities. The 300 SL duly continued the motorsport tradition of its namesake, with top placings in many competition events. These included winning its class in the 1955 Mille Miglia race, and in that same year Olivier Gendebien and Pierre Stasse drove a Mercedes-Benz 300 SL to victory in the Liège–Rome–Liège rally.

The car also delivered championship titles for three drivers in Europe and America: Werner Engel won the European touring cars championship in 1955, and Walter Schock in 1956. And in the USA, Paul O’Shea won the category D American sports car championship in 1955 and 1956, finishing well ahead in the ratings.

Some 1400 units of the Mercedes-Benz 300 SL were built at Sindelfingen from August 1954 to May 1957, including 29 cars with a light-alloy body, and even one experimental car with a plastic body.

In 1955, the company also built two coupé versions of the Mercedes-Benz 300 SLR (W 196 R) racing sports car. These were specifically designed for long-distance races, to provide somewhat more comfortable conditions for the driver than in the open version. Externally, the car looked similar to the 300 SL, but with purebred Formula 1 technology under the bonnet. These cars did not find their way into any customers’ hands, but one fortunate individual was able to enjoy the attributes of the Mercedes-Benz 300 SLR: its designer, Rudolf Uhlenhaut. On the cancellation of the sixth Carrera Panamericana race in 1955, in which the coupé was to be used for the first time, and since Daimler-Benz AG withdrew from racing at the end of that season, Uhlenhaut was allowed to drive one when travelling on business – and he made extensive use of this privilege. Accordingly, the car has become known as the “Uhlenhaut Coupé”.

Many fans of the 300 SL expected Mercedes-Benz to unveil the C 111 as a foretaste of the next generation of a super-sports car with a star on the bonnet in 1969, at the International Motor Show in Frankfurt am Main. This breathtaking experimental vehicle was a lightning-fast, wedge-shaped car with gullwing doors, driven by a futuristic-looking rotary engine (Wankel engine).

Hopes of series production really started to rise for an enhanced version of the car, the C 111-II, which was unveiled just six months later at the Auto Show in Geneva, generating feverish enthusiasm among the automotive community. However, the vehicle with its super-sports car genes and 257-kW four-disk rotary engine was to remain a near-production concept study. Arguments against series production included the comparatively low efficiency of the engine and stricter exhaust regulations.

Similar reactions were prompted by the Mercedes-Benz C 112 in 1991. This amazing sports car concept study had a six-litre, twelve-cylinder engine delivering 300 kW. The C 112 anticipated some of the technical innovations that were to flow through to Mercedes-Benz series-produced vehicles over the next few years – including Active Body Control (ABC) and the DISTRONIC proximity control. The C 112 was influenced by the C 11 Mercedes-Benz racing sports car of the time, in which Jean-Louis Schlesser won the Group C sports car world championship for Mercedes-Benz in 1990.

Mercedes-Benz 300 SL racing sport prototype (W 194 011)

In production: 1953

Units produced: 1

Engine: 6-cylinder, in-line

Displacement: 2996 cc

Output: 158 kW at 5960 rpm

Top speed: 250 km/h

Mercedes-Benz 300 SL (W 198)

In production: 1954 to 1957

Units produced: 1400

Engine: 6-cylinder, in-line

Displacement: 2996 cc

Output: 158 kW

Top speed: up to 250 km/h

Mercedes-Benz 300 SLR “Uhlenhaut Coupé” (W 196 S)

In production: 1955

Units produced: 2

Engine: 8-cylinder, in-line

Displacement: 2982 cc

Output: 222 kW at 7500 rpm

Top speed: 290 km/h

Mercedes-Benz C 111-I

In production: 1969

Units produced: 5

Engine: 3 rotary pistons

Chamber volume: 1800 cc

Output: 206 kW at 7000 rpm

Top speed: 260 km/h

Mercedes-Benz C 111-II

In production: 1970

Units produced: 6

Engine: 4 rotary pistons

Chamber volume: 2400 cc

Output: 257 kW at 7000 rpm

Top speed: 300 km/h

Mercedes-Benz C 112

In production: 1991

Units produced: 1

Engine: 12-cylinder, V arrangement

Displacement: 5987 cc

Output: 300 kW at 5200 rpm

Top speed: 310 km/h

The final stage of the 2010 Mille Miglia saw participants travel from the Italian capital of Roma back the starting city of Brescia.  The day started at 7:00 AM to rainy conditions, but as the group progressed north through Siena and Firenze, rain soon gave way to beautiful sunny weather.  Rich cultural heritage, gorgeous Tuscan landscapes and scenic mountain passes greeted drivers along their journey, and after roughly 660 miles and 15 hours, entrants began making their way across the finish line back in Brescia.  In total, drivers travelled roughly 1,400 kilometers with times of about 35 hours, and all 15 of the Mercedes team vehicles successfully completed the race.  One participant, Uschi Glas, who made the journey with her husband in a 300 SL Gullwing, said she was blown away by the atmosphere in Italy during the Mille Miglia, and the entire Mercedes team looks forward to competing again next year in the 2011 Mille Miglia.

The second stage of the Mille Miglia 2010 saw participants make their from Bologna to the Italian capital of Roma. Drivers began the day early, around 7:00 AM, and travelled through Imola and the Rebupbblica di San Marino through beautiful country roads and winding mountain passes, before making lunch stops in Urbino. Due to heavy Italian traffic in some areas, Italian motorcycle police escorts were necessary to make way for the drivers.  After lunch, the second half of the stage commenced, with participants tackling a 2000 meter high snowy mountain pass en route to Roma.  After 520 kilometers and 15 hours, drivers reached their destination – Piazza de la St. Angello in Roma.  All Mercedes have successfully completed the journey thus far, with our coverage of the longest, final stage – Roma to Brescia – coming up later tonight.

It’s Friday ladies and gentlemen, and I must preface this article with a brief disclaimer:  if you’re at work reading this, your mood is almost certainly going to get a bit more somber, because right now, as we speak, a caravan of incredibly gorgeous historic Mercedes-Benz models are traversing the beautiful Italian countryside in the 2010 Mille Miglia, and you (we) are missing it.  All is not lost, however, because despite our unfortunate placement, we’ve still got firsthand coverage for you from the event, and believe me when I tell you, the Mercedes models on hand are truly a sight to behold.

The festivities for the 2010 Mille Miglia actually kicked off yesterday in Italy, after heavy rain finally gave way to sunny conditions.  A total of 15 classic Mercedes-Benz models made the journey to Italy – nine Mercedes 300SL Gullwings, three Mercedes SSK’s, one Mercedes SS, one Mercedes 220A and one W194 prototype I – the largest factory team turnout for the event.  Also on hand for Mercedes are ex-Forumla 1 drivers Mika Hakkinen and David Coulthard.

The first leg saw the drivers get underway from the norther Italian city of Brescia, with the teams traveling a total of  193 kilometers through Sirmione, Castel D’Ario and Cento before reaching Bologna, thus ending the first stage.  Next up is the longer, second stage of the journey – one that will see drivers make their way from Bologna south through Repubblica Di San Marino and Rieti before they eventually conclude at the Italian capital of Roma.

We’ll keep you updated throughout the Mille Miglia 2010 with additional photos and details; but in the meantime, check out the first wave of photos from the Mille Miglia’s first stage in the gallery below.

The Geneva Motor Show of March 1963 was the scene of a remarkable and well-regarded premiere where Daimler-Benz presented the Mercedes-Benz 230 SL.  A new sports car to replace two models of the previous sales range. Its two predecessors, the 190 SL and 300 SL, were extremely popular and successful from the start. The 300 SL in particular was already a living legend. However, despite the family likeness the two embodied fundamentally different vehicle concepts, and that, in particular, did not make the start of the 230 SL any easier.

The new model took a middle course, so to speak, between the concepts of the 190 SL and 300 SL: the 230 SL, internally also designated the W 113 series, was neither an uncompromisingly hard roadster nor a meek boulevard sports car, but rather a comfortable two-seater touring car featuring high performance and optimum driving safety. It was available from summer 1963 in three versions: an open-top car with a folding soft top that could be operated with the greatest of ease – that in itself was a minor sensation; an open-top version with hardtop, and finally as hardtop coupé. The hardtop coupé had no soft top and soft-top compartment, but in exchange more room for luggage. All three versions could be driven with the top open. As an optional extra a rear transverse seat was available, as in the 190 SL.

The exterior of the 230 SL is characterised by clear, straight lines and the unmistakable SL face including the large, centrally positioned Mercedes star. The bonnet has a slight additional bulge in the middle to provide space for the vertically installed six-cylinder engine. The boot is generously dimensioned. The hardtop with high windows and a roof borne up only by slim pillars conveys an impression of lightness which simply does not match the stereotype of a sports car. With its inwardly directed curvature it reminds one of Far Eastern temples, and straightaway the car had a nickname before it really even hit the road: “Pagoda”. In addition, because of its shape the hardtop made it easier to get in and out of the car.

Apart from the wheelbase – the magic number of 2400 millimetres was taken unchanged from the 190 SL and 300 SL models – the new SL had practically nothing in common with its two predecessors. All the same, the W 113 series was not an entirely new design since its technical concept largely conformed to that of the 220 SE

(W 111/3); as two-seater cabriolet of the “Tailfin” series the SL used that series’ frame-floor assembly, albeit shortened and reinforced, including front and rear wheel suspension.

In addition to the standard-fit four-speed manual transmission, for the first time in an SL a four-speed automatic transmission was available as an optional extra. A five-speed manual transmission procured from Zahnradfabrik Friedrichshafen (ZF) was added as third variant in May 1966.

Safety is the new word

The “Pagoda” is the first SL in which speed combined with safety. Since its basis is the floor unit of the famed “Tailfin”, the world’s first saloon with a safety body, this SL also had a stiff passenger cell and crumple zones in the form of easily deformable front and rear segments. This design goes back to engineer Béla Barényi, who devised many of the safety features in cars of the Mercedes-Benz brand. As in the Saloon the interior was designed so as to reduce injury hazards in accidents, meaning that there were no hard corners and edges. As in the previous model, seat belts were available as an optional extra. The steering gear was moved from the crash-imperilled front section to the firewall; the steering column yields to axial compression and additionally features a joint that prevents the feared lance effect in an accident. In 1967 the telescoping safety steering column and the impact absorber in the steering wheel were added.

Chassis, engine and transmission

The chassis, adopted from the 220 SE Saloon, is tuned to the requirements of the sporty car, offering recirculating ball steering, a dual-circuit brake system and disc brakes on the front wheels. The suspension is taut, but for a sports car almost atypically comfortable. Damping was provided by gas-filled shock absorbers, and for the first time an SL rode on radial ply tyres.

The six-cylinder, which also came from the Saloon, underwent several major changes, the most important of which was the transition from a two-plunger injection pump to a six-plunger unit. This made it possible to “shoot” the fuel directly through the preheated intake port and the opened intake valves into the combustion chamber, and not just into the intake pipe, as before. The M 127 II engine, its bore enlarged to give it a displacement of 2.3 litres, thus developed 110 kW at 5500 rpm and delivered torque of 20 mkg (196 Newton metres) at 4200 rpm. Designed very sportily, this drive unit for the SL needed a lot of revving and did not take kindly to underrevving.

The four-speed transmission, likewise from the saloon construction kit, was designed with a slightly lower ratio in 1st gear to achieve sportier acceleration. It sprinted from

0 to 100 km/h in 9.7 seconds. The top speed of the fabric-roofed 230 SL was 200 km/h. The variant with the optional automatic transmission reached a top speed of 195 km/h. In the eyes of sports car purists the automatic is almost immoral. But history teaches us a different lesson: by the time the “Pagoda” was discontinued the automatic transmission’s share was around 77 percent. It was much the same with the power steering that was also available at extra cost. The W 113 series was a pioneer also on that score: all subsequent SL models always pair exceptionally good performance with highest levels of comfort. The respectable number of 19,831 units of the 230 SL were built.

Successors with higher displacements

On 27 February 1967 the Mercedes-Benz 250 SL was presented to the public. It replaced the 230 SL that had been produced for four years. On the outside the new car, series production of which already had begun in December 1966, could not be distinguished from its predecessor. The changes concerned mainly the engine and the brake system. Both were taken, slightly modified, from the 250 SE (W 108 III). The

M 129 III engine, its displacement enlarged by 200 cubic centimetres, had the same output as the 230 SL, 110 kW at 5500 rpm, but ten percent more torque and a flatter torque curve. It was now provided with seven crankshaft bearings for smoother operation, and with an oil/water heat exchanger as well; only the future 280 SL would get an air/oil cooler. The 250 SL thus was appreciably more flexible in operation, but did not quite reach the previous model’s top speed owing to its higher weight. The 250 SL’s top speed with four-speed manual transmission was 195 km/h or 200 km/h depending on final drive ratio (standard: 1:3.92; optional: 1:3.69; automatic transmission: 190 km/h or 195 km/h). With five-speed manual transmission it was available in only one variant (1:4.08), which then got 200 km/h.

The changes to the brake system included disc brakes on the rear wheels as well, larger brake discs at the front, and the fitting of a brake power regulator to prevent overbraking by the rear wheels. As an optional extra a differential lock now was available. A fuel tank capacity of 82 litres instead of the previous 65 permitted an extended cruising range. In addition to the three body versions known from the 230 SL, the 250 SL was available as an optional extra in a fourth version, a Coupé with rear seat bench, which was shown for the first time in March 1967 at the Geneva Motor Show. In this so-called California version, the necessary space for the rear bench seat had been obtained by eliminating soft top and soft-top compartment. Since the soft top could not be retrofitted, this variant promised unspoilt driving pleasure only in dry regions or with mounted coupé roof.

Less than a year since the presentation of the 250 SL, after 5196 units had been built it was replaced by the 280 SL. Apart from the model plate it could only be distinguished on the outside from the two preceding models by the changed wheel embellishers.

In the wake of the market launch of the intermediate range models of the 114/115 series, not only the luxury-class Saloons, Coupés and Cabriolets, but also the SL got a 2.8-litre engine. Thanks to a camshaft with changed valve timing, the variant of the

M 130 engine used in the 280 SL mobilised 7.4 kW more than the base version of the 280 SE, developing 125 kW at 5750 rpm. Compared with the 250 SL the power had been increased by around 15 kW and torque by ten percent. For the first time the radiator fan was fitted with a viscous coupling which limited the rotational speed. The 0 to 100 km/h was in the vicinity of nine seconds and the top speed again came up to the level of the 230 SL, i.e., 200 km/h in the fabric-topped version. Its suspension, designed for further enhanced comfort, was softer. The service intervals were 10,000 kilometres instead of 3000.

23,885 units of the fast and reliable Mercedes-Benz 280 SL rolled off the assembly line. All in all, from 1963 to 1971 a total of 48,912 “Pagodas” were built – remarkable for a sports car with such high standards. Today its high overall quality, its elegance and its clear lines make the W 113 series a coveted item among restorers and collectors.

The W 113 series in the press

The motor magazine auto motor und sport, Germany, No. 6, 1963, characterised the Mercedes-Benz 230 SL: “A sports car that does 200 km/h, goes from 0 to 100 km/h in less than ten seconds, yet has the smooth engine running characteristics and comfort of a touring car.”

A detailed test report in auto motor und sport, Germany, No. 21, 1963, added: “The upshot: the 230 SL is one of the most refined sports cars ever. All the same it deserves to be numbered among the truly sporty vehicles because it not only delivers sporty performance, but is as compact and safe-handling as should be expected of a sports car. … And finally, you can push the 230 SL at a very fast pace if you wish, but you can also maintain the slowcoach tempo that traffic conditions so frequently force upon us.”