With total sales of over a million, the W168 Mercedes A-Class is possibly the best selling commercial flop ever. We chart its fall.
The 2012 announcement of Mercedes’ current-generation A-Class and its re-alignment in ethos and market position was viewed by most observers as an expedient business decision based upon 15 torrid years in the compact car game. While Daimler’s U-turn elicited little by way of overt criticism, it could equally be regarded as a potent symbol that the Stuttgart-Untertürkheim car giant had conclusively lost the argument. Continue reading “Fallen Star – 1997 Mercedes A-Class”
As the eighties progressed and those who could preferred to flaunt it, the W126 began to fall out of favour and, for the very first time, began to feel threatened.
The nature of the market during the late 1970s and early ‘80s played a crucial role in the unique process that lead to the W126’s creation. It is, for example, very hard to believe today’s clientele would accept a flagship modell with significantly reduced output figures compared with its predecessor – yet after a decade of fears of fuel shortages, even the most wealthy and conspicuously consuming of customers were willing to accept a certain amount of modesty.
Conceived under a period of intense socio-political turmoil, the W126-Series S-Class proved tailor-made for the early 1980’s landscape.
The W126 was met with great acclaim when it was first unveiled in late 1979 and well into 1980. Auto, Motor & Sport, Germany’s major automotive publication, devoted a number of issues to the new ‘Best Car In The World’. In September 1979, Clauspeter Becker summed up the W126’s conceptual formulation thus: Bekenntnis zur Größe – which could be read as both a “commitment to size” or a “commitment to greatness”. This boastful title was however immediately followed by a paragraph explaining that development of the new S-Class had been dictated by tomorrow’s energy situation. Continue reading “First Of Its Kind/Last Of Its Kind: Mercedes W126 – Part Two”
The car that would come to be defined as the quintessential S-class actually was a deeply conservative vanguard of modern engineering. However, its legacy was not to last.
A black wreckage with blown-off bonnet and deflated tyres, lying across a cordoned-off street. This is how most Germans of a certain generation remember the Mercedes W126, the S-class model of the 1980s.
In the autumn of 1989, Alfred Herrhausen, chairman of Deutsche Bank, as well as head of Daimler-Benz AG’s supervisory board, was killed on his way to work by the blast of a roadside bomb. Herrhausen had been one of the most influential economic leaders of West Germany, and certainly the most charismatic among them. A proponent of challenging concepts, he advocated the need for global corporate expansion, as well as debt relief for Third World countries. Continue reading “First Of Its Kind/Last Of Its Kind: The Mercedes W126 – Part One”