If the Mercedes-Benz Classic Center were to commemorate 140 today, say the 33rd anniversary, they would definitely choose a day to post on social media. That day is not the day that 140’s development started or ended, it is not the day that 140 was approved by the management of board, nor is it the day the first 140 production model rolled off the line. It is March 5th, the opening day of Geneva motorshow 1991.
That’s next week. I should have written about such an important event earlier, but I always hesitate, aren’t other auto shows important? To be fair, the Geneva International Motor Show (hereinafter referred to as Geneva) is only one of the European car shows. But what I’m sure of is that it means more to the 140 than the rest of the show combined.
The motto of the 61st Geneva Salon took away this recognition: “Fascination and Reason”.
The Geneva Motor Show has always had something of a gala performance. No manufacturer of any standing and name has missed the opportunity to present its stars in the appropriate light on this international stage. The Geneva 1991 stage continues to occupy a special position for several reasons. The premiere atmosphere is of course all the more brilliant when it comes to the presentation of a world first: the new S-Class from Mercedes-Benz. She has already received advance praise from the experts. The audience approached the car, which “redefined the pinnacle of automotive engineering,” according to Mercedes CEO Prof. Werner Niefer, with curiosity and interest in the technical details. Regardless of what those whispers say about the S-Class’ launch being delayed, its launch already confirmed to be happening at this moment.
It was therefore made the visual and content-related focus during the planning phase and all other structural elements were grouped around the new S-Class. On the other hand, as the only annual European car show, the Geneva Motor Show is extremely important for the Swiss sales organization of Mercedes-Benz and, last but not least, for the trade press, importers and dealers around the world. “The IAA in Frankfurt is bigger, the Detroit Motor Show is earlier, but Geneva has its own flair that cannot be compared to any other trade fair,” says Hans-Dieter Herbst from decades of professional experience.
The 190 E 2.5-16 Evolution II made its public debut at the Geneva 1990 from 8th to 18th March, one year earlier. It is a magnificent layout but a complete overwhelming improvement is coming up in 1991. (photo: Daimler AG)
The first considerations for the design of the Geneva stand were made nine months in advance, in the summer of 1990. A comprehensive and detailed basic concept was created on the basis of the current communication strategy. “All subsequent measures are based on this communication concept, which requires the approval of the Board of Directors,” explains Reimund Schmidt (VP/KMW), communications expert and responsible for ensuring that the Mercedes-Benz brand strategy is implemented down to the last detail becomes visible at exhibitions. The presentation platform for the new S-Class should be as elegant, technically groundbreaking and effective as the automobile itself. Safety and quality, comfort and handling, engine technology and environmental compatibility are topics that are important for the press, opinion leaders and consumers to be presented in a way that is easy to understand for the viewfinder. In terms of media technology, there are hardly any limits.
The task now was to set up the stage for the new S-Class and the other 15 exhibition vehicles on these 1,537 square meters. No fewer than 100 sketches and plans, from rough drawings to meticulous blueprints, were created for this purpose. The overall project was divided into 20 sub-projects. 15 tenders to specialist teams and exhibition stand construction companies followed. Lighting concepts were designed because it doesn’t matter which light shines on which car and how strongly it shines from where. Putting everything in the right light is almost art. Acoustics are also subject to their own laws. Engineers and designers debated this and many other technical details. And of course the Geneva hall has completely different acoustics when it is empty than when it is fully occupied. And the question that arose again and again was: “Does the individual fit into the whole?” What is set up at the front on the left must not visually disturb what is at the back on the right. “If a single piece of a puzzle doesn’t fit, the overall picture is ruined,” the exhibition professionals know.
The plans were followed by the first small models made of cardboard and plexiglass. As the months went by, the models became larger and the details became clearer. 1:1 models were even created for individual components in order to better assess the effect. (photo: Daimler AG)
The final stage looks kindo of futurism. Where Mercedes’ base is a rectangular silhouette, the new S-Classes is spread out around a circle on the right side of the rectangle. The stage is not only asymmetrical horizontally, but even in height. In addition to the unconstrained design concepts, strict law enforcement officials also contributed: among the 1,537 square meters of Mercedes booths, only one-third of the Mercedes booths can be built to a height of 6 meters, and one-third 2 up to 1,50 meters. Emergency exit is required. Special requests must obtain special permission.
In addition to the new S-Class, other communication focuses at the Mercedes stand included: the electric drive concept using the example of a 190, services and support from Mercedes-Benz and the World Championship in Group C. For the new S-Class, which is the focus of global interest among experts and laypeople alike, a stage area was created that would be the envy of many a theater director: a turntable that could be controlled by remote control, surrounded by a walk-in, gently rising gallery for visitors. The sparkling silver 500 SEL was not directly illuminated; this would have resulted in unpleasant, hard shadows. The lighting concept consisted of a large number of deflecting mirrors that passed their beams on to the S-Class car below via a metal cone, the tip of which pointed downwards. The result was uniform, bright and yet pleasantly soft light.
The hot phase of stand construction began in mid-February, when a boat show was taking place in the almost 60,000 square meter “Palexpo” hall. Trade fair builders sawed, hammered, welded and screwed on the trade fair building made of tubular steel, clad in blue-screened glass and travertine stone, and carpeted. A customer service area with 120 seats, two conference rooms and the offices for the dedicated manager of Diego Tomasini (MB Switzerland) were planned for the first floor. Meeting rooms, secretariats, lockers and cloakrooms were to be accommodated on the ground floor. Electricity and water connections had to be laid. Our own generators for electricity and air conditioning were brought in. The floor covering in front of the building, the so-called “berth wing”, consisted of durable dark gray plastic granulate and elegant light Swiss pear wood.
Mercedes-Benz prepared six 140s for Geneva 1991, of which four were eventually used. The cars were produced as part of pilot-production on the assembly line in Halle 46 and were specially refined before being shipped from Sindelfingen to Switzerland on February 26, 1991. Models equipped with 4 diffrent engines will be displayed together, but due to differences in wheelbase, there will be a total of 8 models. The 4 models selected are: 300 SE, 400 SE, 500 SEL, 600 SEL. The specifications of the four vehicles were determined in 1990.
Special technical solutions had to be found for a total of 16 exhibition vehicles, especially for those models that were intended to be “touchable,” known in technical jargon as “walkable” vehicles. The batteries were replaced by rectifiers, which ensured a reliable power supply. A separate compressed air line was laid for the new multi-contour seat. “No car battery can handle it when thousands of visitors spend days trying out switches, levers and seat adjustments,” explains Wilfried Munk.
300SE, A000456.
The base model is located on the outermost side of the four S-Class, to be precise, the lower left corner of the S-Class rectangle on its own turnplate.
Brilliant Silver represents the most entry-level S-Class. Although it gets black fabric trim for a nominal fee, its options list is quite long. There is no manual transmission, not even a 4-speed automatic transmission, but a 5-speed automatic transmission 722.5. Power-adjustable driver’s seat with memory, power-adjustable steering column, glass sunroof, walnut trim. Even with the 15-loch aluminum wheels, one might not know what the hubcap looks like from the stage at all. This car shows people how luxurious the entry-level S-Class can be.
************* Datacard************
Identification number: WDB1400321A000456
**************Chassis*************
Sales designation: 300 SE 3.2 [MODEL_IDX = 1]
Order number: 0 0 571 14134
Delivery date: 1991-02-26
Market:
Production order: J
Paint code 1: 744
Paint code 2:
Equipment:061
Engine no.:104990 12 000095
Transmission:722502 03 476096[GA]
SA code:
227 ASHTRAY AND CIGAR LIGHTER IN THE REAR, ILLUMINATED
241 LEFT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
242 RIGHT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
246 MIRROR WITH MEMORY CIRCUIT
303 FRONT FOLDING ARMREST WITH TRAY
414 ELECTRIC TILTING/SLIDING ROOF IN GLASS VERSION
425 5-SPEED AUTOMATIC TRANSMISSION
440 TEMPOMAT (CRUISE CONTROL)
441 STEERING COLUMN, ELECTRICALLY ADJUSTABLE
442 AIRBAG IN STEERING WHEEL
446 TEMPOMAT (CRUISE CONTROL), STEERING COLUMN, ELECTRICALLY ADJUSTABLE, AND AIRBAG
471 ACCELERATION SKID CONTROL (ASR)
540 ROLLER BLIND, ELECTRIC, FOR REAR WINDOW
592 HEAT-INSULATING GLASS, ALL-AROUND, HEATED REAR WINDOW PANE (LAMINATED GLASS), BAND FILTER
600 HEADLAMP WIPER/WASHER
630 E.C.E. WARNING TRIANGLE
640 15-HOLE LIGHT ALLOY RIMS
673 HIGH-CAPACITY BATTERY
731 WOOD TRIM, BURRED WALNUT ROOT
751 Becker Grand Prix RDS
801 MODEL YEAR 1991
823 ADDITIONAL PARTS FOR SWITZERLAND, ONLY FOR USE WITH CATALYST TECHNIQUE, CODE 62/0
877 READING LAMP IN THE REAR
400 SE, A000585
There are three S-Class cars in the front row. The 400 SE is located on the right side of the pear wood floor area, which is an important position.
The less iconic Pajett Red color and short wheelbase were chosen to symbolize the entry-level V8. Compared to the 300 SE, this car just has a longer option list. Refreshing features include auxiliary heating, multi-contour seats, a BOSE sound system, 8-loch light-alloy wheels and even ski bags. Here it’s an approximation for American journalists to enjoy: the 400 SE will be launched as the entry V8 for the North American market.
************* Datacard************
Identification number: WDB1400421A000585
**************Chassis*************
Sales designation: 400 SE [MODEL_IDX = 0]
Order number: 0 2 291 00190
Delivery date: 1991-02-26
Market:
Production order: J
Paint code 1: 587
Paint code 2:
Equipment:268
Engine no.:119971 12 000063
Transmission:722366 03 467454[GA]
SA code:
223 REAR SEAT BENCH ELECTRIC ADJUSTMENT
227 ASHTRAY AND CIGAR LIGHTER IN THE REAR, ILLUMINATED
228 AUXILIARY HEATER
241 LEFT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
242 RIGHT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
246 MIRROR WITH MEMORY CIRCUIT
282 SKI BAG (INBOARD LOADING FACILITY)
303 FRONT FOLDING ARMREST WITH TRAY
404 LEFT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
405 RIGHT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
406 SINGLE SEAT WITH ORTHOPAEDIC FRONT SEAT BACKREST, LEFT AND RIGHT
412 ELECTRIC SLIDING ROOF WITH TILTING DEVICE
441 STEERING COLUMN, ELECTRICALLY ADJUSTABLE
442 AIRBAG IN STEERING WHEEL
445 STEERING COLUMN, ELECTRICALLY ADJUSTABLE, AND AIRBAG
471 ACCELERATION SKID CONTROL (ASR)
540 ROLLER BLIND, ELECTRIC, FOR REAR WINDOW
551 ANTI-THEFT WARNING SYSTEM
581 AUTOMATIC CLIMATE CONTROL
592 HEAT-INSULATING GLASS, ALL-AROUND, HEATED REAR WINDOW PANE (LAMINATED GLASS), BAND FILTER
600 HEADLAMP WIPER/WASHER
652 8-HOLE LIGHT ALLOY RIMS
682 FIRE EXTINGUISHER
731 WOOD TRIM, BURRED WALNUT ROOT
752 Becker Mexico 2000 RDS
810 SOUND PACKAGE (BOSE)
872 ELECTRIC SEAT HEATER FOR REAR SEAT BENCH, LEFT AND RIGHT
873 SEAT HEATER FOR LEFT AND RIGHT FRONT SEATS
877 READING LAMP IN THE REAR
880 CLOSING SYSTEM WITH INFRARED REMOTE CONTROL
883 CLOSED AID FOR DOORS AND TRUNK LID
500 SEL, A000379
The 500 SEL is placed on the electric turntable on the innermost side of the booth. It has optimal lighting, but it is not a car that can be touched by visitors.
Still Brilliant Silver, but a step further than the 4.2-liter. The latest technology includes ADS, on-board computer, and rear independent air conditioning. Mercedes wants people to see how different the entry-level and top-of-the-line V8s can be. Mercedes brought two 140s in same 744 Brilliant Silver, which is obviously the color they are most proud of.
************* Datacard************
Identification number: WDB1400511A000379
**************Chassis*************
Sales designation: 500 SEL [MODEL_IDX = 0]
Order number: 0 0 571 17536
Delivery date: 1991-02-26
Market:
Production order: J
Paint code 1: 744
Paint code 2:
Equipment:268
Engine no.:119970 12 000177
Transmission:722370 03 475361[GA]
SA code:
217 SELF-LEVELLING SUSPENSION ON REAR AXLE WITH ADS
223 REAR SEAT BENCH ELECTRIC ADJUSTMENT
226 FOOTRESTS IN THE REAR
227 ASHTRAY AND CIGAR LIGHTER IN THE REAR, ILLUMINATED
228 AUXILIARY HEATER
241 LEFT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
242 RIGHT FRONT SEAT ELECTRICALLY ADJUSTABLE WITH MEMORY FEATURE
245 ON-BOARD COMPUTER
246 MIRROR WITH MEMORY CIRCUIT
247 ELECTRIC SEAT ADJUSTMENT (FRONT PASSENGER SEAT) - ADDITIONALLY ADJUSTABLE FROM THE REAR
291 AIRBAG FOR DRIVER AND FRONT PASSENGER
303 FRONT FOLDING ARMREST WITH TRAY
306 ACTIVATED CHARCOAL FILTER (ODOR FILTER)
404 LEFT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
405 RIGHT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
406 SINGLE SEAT WITH ORTHOPAEDIC FRONT SEAT BACKREST, LEFT AND RIGHT
412 ELECTRIC SLIDING ROOF WITH TILTING DEVICE
441 STEERING COLUMN, ELECTRICALLY ADJUSTABLE
471 ACCELERATION SKID CONTROL (ASR)
540 ROLLER BLIND, ELECTRIC, FOR REAR WINDOW
552 ANTI-THEFT WARNING SYSTEM FOR SWITZERLAND
581 AUTOMATIC CLIMATE CONTROL
582 AIR CONDITIONER IN THE REAR - MODEL W/V140
589 AUTOMATIC CLIMATE CONTROL AND AIR CONDITIONER IN THE REAR
592 HEAT-INSULATING GLASS, ALL-AROUND, HEATED REAR WINDOW PANE (LAMINATED GLASS), BAND FILTER
630 E.C.E. WARNING TRIANGLE
652 8-HOLE LIGHT ALLOY RIMS
752 Becker Mexico 2000 RDS
801 MODEL YEAR 1991
823 ADDITIONAL PARTS FOR SWITZERLAND, ONLY FOR USE WITH CATALYST TECHNIQUE, CODE 62/0
600 SEL, A000598
The most important V12 is of course located in the absolute center of the stand, to the left of the pear wood area, in front of the 500 SEL, and between the 300 SE and 400 SE.
Black Pearl guarantees the symbol of V12 sovereignty. Gray leather ensures that people can see inside, while additional strips of interior lighting are added above the car’s four doors. It includes just about every option on the price list, and that includes a temporary mount phone on armrest. The press department prepared three 600 SELs for Geneva 1991, and finally selected Black Pearl’s A000598.
************* Datacard************
Identification number: WDB1400571A000598
**************Chassis*************
Sales designation: 600 SEL V12 [MODEL_IDX = 1]
Order number: 0 0 571 14137
Delivery date: 1991-02-26
Market:
Production order: J
Paint code 1: 199
Paint code 2:
Equipment:268
Engine no.:120980 12 000049
Transmission:722362 03 397407[GA]
SA code:
217 SELF-LEVELLING SUSPENSION ON REAR AXLE WITH ADS
224 REAR SINGLE SEATS WITH MULT. CONT. BACKR. AND HEADRESTS, ELECTR. ADJU
226 FOOTRESTS IN THE REAR
228 AUXILIARY HEATER
230 REMOTE CONTROL FOR AUXILIARY HEATER
245 ON-BOARD COMPUTER
247 ELECTRIC SEAT ADJUSTMENT (FRONT PASSENGER SEAT) - ADDITIONALLY ADJUSTABLE FROM THE REAR
303 FRONT FOLDING ARMREST WITH TRAY
404 LEFT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
405 RIGHT FRONT SEAT WITH MULTIPLE CONTOUR BACKREST
406 SINGLE SEAT WITH ORTHOPAEDIC FRONT SEAT BACKREST, LEFT AND RIGHT
414 ELECTRIC TILTING/SLIDING ROOF IN GLASS VERSION
442
540 ROLLER BLIND, ELECTRIC, FOR REAR WINDOW
552 ANTI-THEFT WARNING SYSTEM FOR SWITZERLAND
582 AIR CONDITIONER IN THE REAR - MODEL W/V140
592 HEAT-INSULATING GLASS, ALL-AROUND, HEATED REAR WINDOW PANE (LAMINATED GLASS), BAND FILTER
630 E.C.E. WARNING TRIANGLE
652 8-HOLE LIGHT ALLOY RIMS
682 FIRE EXTINGUISHER
756 RADIO MB AUDIO 10 CD WITH VK AND RDS
801 MODEL YEAR 1991
810 SOUND PACKAGE (BOSE)
818 CD CHANGER IN THE TRUNK
823 ADDITIONAL PARTS FOR SWITZERLAND, ONLY FOR USE WITH CATALYST TECHNIQUE, CODE 62/0
872 ELECTRIC SEAT HEATER FOR REAR SEAT BENCH, LEFT AND RIGHT
873 SEAT HEATER FOR LEFT AND RIGHT FRONT SEATS
880 CLOSING SYSTEM WITH INFRARED REMOTE CONTROL
March 5th and March 6th are media days, and the booth will be officially opened to the public on March 7th.By March 17th, last day of the show, a total of 681,000 people had visited the Mercedes-Benz stand, setting a new record. As soon as the salon doors closed, tireless assemblers began dismantling the stands. Most of the components are shipped directly from Geneva to Spain, where the 140 will continue to show its style at the Barcelona Olympics.
All history are based on limited information, please email me if you have doubts about the veracity of this article. If you want to quote the content of this article, please contact me in advance, please do not use my text for any commercial purposes.