Portal rund um die MercedesBenz Markenclubs | Official MercedesBenz…

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Mercedes-Benz C 200 K W20


The Mercedes-Benz SL product is legendary. The world premiere of the SL from the R 231 model series at the Auto Show in January showed impressively just how this legend still is. One think that the SL is an icon really needs no advertising of any On taking a closer look, it becomes clear that the agencies employed by Mercedes-Benz been extremely skilful at the most of the aura surrounding the SL – and been doing so ever 1952.

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

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

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

The years: 1952 to 1963

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

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

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

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

The world premiere of the series sports car Mercedes-Benz 300 SL (W 198) two years later in February, at the International Motorsport Show in New The coveted car then made its European appearance in Paris. A advertisement from France like a copperplate engraving the 300 SL in front of the Arc de Triumph. The advertisement in mind the step taken motor racing to series by depicting the car in a much more manner than in the racing posters. On the other side of the the euphoria was just as great in “It’s here!” With joyful proclamation, the United greeted the 190 SL (W 121). The roadster was on for 3,733.50 US dollars and had a great to offer. It was to bring “new pleasure”, set “new standards” and to help win “new friends”.

Performance and superior elegance

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

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

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

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

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

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

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

The 190 SL – promoting to the end of its production

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

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

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

An advertising produced by Armin Lang lasted a bare fifteen focused on the sporting tradition of the 230 SL. Kling, the former Mercedes-Benz driver and later racing acted as test driver and was a reminiscent of a radio commentator of ago. According to Kling, the 230 SL combined “new, unconventional with mature engineering”. The show him driving over test tracks, changing quickly, making daring manoeuvres and slamming on his brakes. roadholding – achieved by separating guidance and suspension, a long base and a very wide was how Kling described the SL and carried on “Even driving round sharp bends it has extremely roadholding and only a slight to roll.” Although the very boot and adjustable hot air blower also mentioned, the Mercedes-Benz 230 SL was as a high-class sports car. the rear side of the seats with ventilation slits had “designed for sporty driving.” It is not surprising that at the end of the film the 230 SL drives a lap around the Nürburgring and Kling summed up, “This is a car for individualists for whom sportiness a comfortable ride and exclusivity worldwide service are simply not enough. It is for those who expect one to provide everything.”

Sporty and a comfortable ride

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

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

The desire to be the best

In an advertisement in the angle of view for the observer is from above looking Here an appeal was made to feelings experienced by riders on the of a galloping horse: the longing for speed and rhythm and the desire to be the (one-upmanship). All of this was also by the sports car with the huge on its radiator grill. The Mercedes-Benz 230 SL power, quality and style. A language is conveyed by another motif showing a smartly archer aiming at the target. The SL is parked at the side of the road, his companion is leaning casually a tree in the background and the whole is set in a leaf-rustling autumn idyll. is how Mercedes-Benz advertised its desire for in 1964.

Safety, comfort, efficiency and the building of legends

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

endeavoured to remove the fear of the car with the motif of a woman in a 230 SL doing just that. to the advert, the wide range of extras such as power and automatic transmission made it more “enjoyable to drive a – and with the roof open through the hubbub of a large

“Does it really pay to drive a car nowadays?” was the question posed by a advertisement in 1965. The accompanying explained that the safety installed in the Mercedes-Benz 230 SL were than its speed and that it was perfect (for men) and to drive (for women)”. A later, without further the advertisers declared the coveted 230 SL to be the sensible dream car in the world”. A of a bright red 230 SL was clearly intended for a world. Once you had been on a drive with it, “you have no peace of mind you have bought it,” is the of the text of an advertisement which exists in French. Even if no longer turn round on the to look at a car” – this apply to the 230 SL “as the car’s renown it virtually a legend”.

Mercedes-Benz 250 SL and 280 SL

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

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

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

The 350 SL (R 107): “A completely new sports

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

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

The increasing importance of

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

innovative features which both the active and passive for the models 280 SL, 350 SL and 450 SL were introduced in a information film lasting four minutes which was in 1975. These features newly developed wind on the front roof pillars also served as rain to keep the side windows in inclement weather and large lamps with a ribbed profile moulded round the of the vehicle, the surface also the lamps extremely insensitive to The test drive round the own test track was also frequently as it emphasised the perfectly chassis. Additionally, the crumple and safer passenger compartment explained, as were the advantages of the fuel tank positioned the rear axle. Also over the screen were the new steering column and the steering with impact absorber.

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

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

Women’s car and men’s

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

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

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

drivers and prejudices

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

The legend lives – the SL from the R 129 series

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

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

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

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

it got even duller. The three TV commercials in 1989 presenting the performance, safety and comfort the technical refinements of the new SL in such a way the tone could hardly been more serious. is the car going? Is it always about performance? – Or shouldn’t we rather the conflicting targets of deciding performance, safety, comfort and the asked the narrator – and received the answers dictated into the by the current Mercedes-Benz experts of the

Folding top with electric and automatic roll bar

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

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

A night’s dream – even the winter months

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

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

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

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

Technology transfer not only go in one direction

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

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

A new SL for the century: R 230 model series

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

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

The short, 45-second commercial in 2001 wanted to appeal to The black-and-white film first cheering fans and their faces and then put the question, do the drivers feel if fans like this?” The answer is by showing shots of the new SL driving and the prospect of enjoying “Sport as before” with the SL. “With ABC and ESP” – because of course an SL can’t do without state-of-the-art features.

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

For and with classic SL maintaining the legend

A legend be created artificially; it comes being on its own. During the of the decades, the historical SL models – and foremost the world famous wing model – have automotive legends. The fascination for vehicles affects car enthusiasts all the world. It is hardly surprising that Mercedes-Benz also the potential of these classic for various kinds of advertising.

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

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

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

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

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

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


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