Marketing: S-Class Ownership Circa 1991

Not only will you belong, you’ll be a step up.

By Gunnar Heinrich | IMG Daimler, AG

HOW times change.

Scanned from a M.Y. 1991 Mercedes-Benz S-Class US market brochure, this pic provides an interesting study in attitudes that contrast with the company’s more democratic, inclusive messaging today.

In this carefully crafted scene, we’ve sort-of said farewell to the Go-Go 80s and find ourselves within the walls of a clubby fortress of social exclusivity, wealth, and security; insulated nicely from the troubling early-90s.

Our protagonist,  brimming with confidence – sophistication’s not only her occupation, it’s her vocation – is the up ‘n coming blonde W126 driver (40′s?). She may or may not be new to Mercedes-Benz. But she is new to the S-Class.

Whatever the case, she now stands one step above the grayer, more established lady (upper 50′s?) whose car is the stately, if now slightly dated W116.

Does that ruddy red symbolize a jealous pallor? The older Sonderklasse is positioned in direct view of the new flagship.

Message received: our younger lady’s pulled a coup!

The W126 wins the conversation piece. If it’s access she’s after, it’s the key to the club. Suddenly, our lady is now credible and emminently includable. Buy the new Benz and it will not only compliment your style but elevate you past your would-be rival.

The supporting text: “Over the years, Mercedes-Benz owners have stated their intent to buy the same make again to an extraordinary degree. Such staunch loyalty may be the most revealing insight of all about Mercedes-Benz. [...] If you own a Mercedes-Benz, this quality [...] will come as no surprise; if you are looking forward to your first Mercedes, it will be a pleasant surprise indeed.”

The message: like bullion, US securities, and shares in Proctor & Gamble, this time capsule tells us that the S-Class stands as secure capital; a timeless guarantor of socially accepted, luxurious, and ultimately secure transport for anyone who’s, well, anyone. Judging by the conspicuous absence of any other marque, we’re left to contemplate no other choice.

BMW? Whom?