“The last properly built Mercedes-Benz, when engineers held sway over the accountants.” This sentiment echoes through online forums and classic car discussions when enthusiasts talk about Mercedes-Benz models from the 80s and 90s, often mentioning the 190E, the R129 SL, and others. However, for many true Mercedes aficionados, the ultimate embodiment of this era is the Mercedes-Benz S-Class W140. Mention the codename “W140” and while some might give a puzzled look, especially when considering the less celebrated C140 coupe, those in the know understand its significance. Even decades after its inception, Mercedes-Benz’s own commemorations of this model have been surprisingly muted.
Perhaps this is because the story of the W140 is not one of straightforward triumph. It’s a narrative marked by engineering ambition bordering on excess, internal corporate rivalry, and the growing pressure from Japanese luxury automakers. Its arrival was met with mixed reactions, ranging from unease to outright disapproval of its sheer scale and presence. Furthermore, the development process of the W140 had repercussions that would significantly impact Mercedes-Benz’s esteemed reputation in the years that followed.
The journey began in 1984, as Mercedes-Benz started planning the successor to the W126 S-Class. At that time, the S-Class was widely regarded as the pinnacle of automotive excellence. Interestingly, early design concepts for the W140, spearheaded by Bruno Sacco, were initially envisioned with a sporty profile aimed at challenging BMW’s growing presence in the luxury segment, drawing some initial inspiration from the Jaguar XJ. However, a pivotal moment in 1987 dramatically altered the course of the W140’s development.
Chief engineer Wolfgang Peter and car line manager Rudolf Hornig visited the styling studio to assess the ergonomics of a cockpit mock-up. Both men, towering figures of Germanic stature, exceeding 6 feet 3 inches, found themselves hitting their heads on the roof when entering the model. This seemingly minor inconvenience for two tall individuals triggered a chain of events with profound and lasting consequences for Mercedes-Benz. In response to this headroom issue, and with the roof being removable on the mock-up, a hasty decision was made to increase the car’s height by two centimeters. Despite protests from the design team who felt the added height gave the car an ungainly “top hat” appearance, Mercedes-Benz boss Werner Niefer sided with the engineers. Sacco’s initial sporty vision was abandoned, and the directive became clear: the new S-Class was to assert dominance on European and North American roads through sheer size and presence.
Maintaining control on the road became an immediate engineering challenge. The increased height negatively impacted the car’s handling, necessitating a widening of the vehicle’s stance. This marked the beginning of a growth spurt that raised serious questions about the suspension system’s capabilities.
Hornig proposed an innovative, albeit ultimately unsuccessful, solution inspired by early 20th-century horse-drawn limousines. These carriages utilized leather straps to suspend the passenger compartment. Hornig’s concept involved a perimeter frame with a separate suspension system to mount the body onto the chassis. His team dedicated 18 months and considerable resources to this idea, but ultimately, time constraints prevented them from perfecting the technology. The W140 reverted to a more conventional subframe design. Some speculate that this rushed suspension development contributed to reported motion sickness issues experienced by rear passengers in aggressively driven W140s.
Adding to the internal pressure, Mercedes-Benz executives were taken aback when BMW announced its new 7 Series would feature a V12 engine – a first for a postwar German automobile. Despite Mercedes-Benz’s existing V8 engines being more than capable, matching and often exceeding BMW’s power output, the decision was made at the highest levels to develop a Mercedes-Benz V12 engine within an astonishingly short 18-month timeframe. The result was the M120 engine, which not only surpassed the BMW V12 in performance but, in heavily modified forms, would later power the iconic Pagani Zonda supercar.
While Mercedes-Benz briefly considered developing its own supercar around this period – a concept that wouldn’t materialize until the late 1990s with the limited-production CLK GTR – the immediate focus was integrating the new V12 into the W140.
The introduction of the V12 engine necessitated the development of a cutting-edge braking system for the W140. This resulted in electronic brakeforce distribution, which optimized braking power to the rear axle during hard braking. Furthermore, the W140 boasted a suite of advanced electronic systems, including adaptive damping, self-leveling suspension, and Electronic Stability Program (ESP) – a feature that has since become standard in virtually every modern vehicle. Developing and integrating these sophisticated electronics proved to be an incredibly expensive undertaking.
The initial deadline for the W140’s release in 1989 was missed. Compounding matters, 1989 also marked the arrival of the Lexus LS400. The Lexus, equipped with a single 4.0-liter V8 engine option, delivered core luxury car attributes at a price point approximately two-thirds that of the anticipated S-Class. It also offered superior fuel economy and fewer tax implications in markets like the United States. Lexus’s entry significantly undermined Mercedes-Benz’s ambitions to dominate the American luxury car market.
Mercedes-Benz responded to the Lexus challenge on two fronts. Firstly, they escalated the level of luxury in the W140 even further. Features such as dual-zone climate control, double-pane window glazing, power-assisted trunk and door closing, orthopedic seats, and rear parking markers were incorporated, transforming the W140 into a veritable showcase of automotive technology and opulence. Secondly, to broaden market appeal and potentially mitigate the size concerns, engineers were tasked with creating a short-wheelbase version of the S-Class in time for launch, requiring a four-inch reduction in wheelbase.
By this stage, the development costs of the W140 had ballooned to an estimated $1 billion, making it 25 to 40 percent more expensive than its predecessor. Adding to the woes, it became apparent that the pursuit of engineering excess had led to practical drawbacks. The sheer weight of the W140 meant that carrying a full complement of five passengers and anything beyond minimal luggage would exceed the vehicle’s safe payload capacity. In the aftermath of these overruns and challenges, Wolfgang Peter, along with much of his engineering team, faced dismissal or reassignment.
Despite the internal turmoil and escalating costs, the Mercedes-Benz S-Class W140 was finally unveiled at the 1991 Geneva Motor Show. Journalists present offered polite applause as a large wooden crate dramatically lifted to reveal the imposing vehicle. Initial press reviews were cautiously positive, but public sentiment soon shifted.
The early 1990s saw the rise of the German Green Party and growing environmental consciousness in European politics. While Volkswagen emphasized the recyclability of its new Golf, Greenpeace staged a protest at the Geneva show, greeting the W140 with a large stack of fuel barrels to symbolize its anticipated high fuel consumption over its lifespan.
Beyond environmental concerns, the conspicuous consumption associated with owning a new S-Class was increasingly viewed negatively, particularly amidst a global recession that severely impacted luxury car sales. Even Ferrari Testarossas were being discounted by 10–15 percent as unsold inventory accumulated. The introduction of the two-door SEC/CL version of the W140 a year later did little to improve the model’s public image, largely due to its similarly bulky and somewhat ungainly styling. Automotive journalist Georg Kacher famously remarked that the coupe “looks like someone who’s been bashed on the head,” and more critical descriptions of its bloated appearance became common.
Despite the overwhelmingly negative press and public perception, Jurgen Hubbert, then chairman of Mercedes-Benz passenger cars, remained defiant in interviews. He argued that the new engines were more fuel-efficient than their predecessors and that the increased weight was a necessary trade-off for the unparalleled levels of comfort and technology the car offered.
However, Hubbert’s interviews also hinted at a deeper issue facing Mercedes-Benz. He acknowledged the growing efficiency of Japanese automakers, stating, “Tokyo says it can do a new car in three years, whereas it takes us at least four-and-a-half years. In terms of productivity, a competitive Far Eastern make is about 30 percent more efficient than a good European company.”
In a statement that would foreshadow Mercedes-Benz’s trajectory for the next decade, Hubbert laid bare the challenge: “I’m determined to compensate two-thirds of this 30 percent advantage, but it’s an arduous task.”
This pursuit of efficiency and cost reduction manifested as compromises in engineering and manufacturing. The era of engineers dictating design and development was coming to an end. Quality suffered noticeably in subsequent models, with the W210 E-Class (1995–2002) infamous for its rust problems straight from the factory – arguably representing a low point for the brand’s build quality. In a move to bolster its position and chase the American market, Daimler-Benz’s $36 billion acquisition of Chrysler in 1998 proved to be a disastrous misstep, culminating in Chrysler being sold again just 11 years later at a $19 billion loss.
Mercedes-Benz’s reputation for unwavering quality never fully recovered. The W140’s successor, the W220 S-Class, faced its own challenges, including recalls in China and class-action lawsuits in the U.S. related to ventilation issues. Meanwhile, Audi’s aluminum-bodied A8 and BMW’s E38 7 Series emerged as formidable competitors. The sleeker styling of the 1999 W220 S-Class was not universally well-received, particularly in Asian markets where the W140’s imposing presence was still preferred. Ironically, the announcement of the W220 led to a final surge in sales for the outgoing W140.
Depreciation was initially steep, and for many years, the W140 was perceived as an outdated, oversized sedan, with excellent examples trading for under $10,000. However, in recent years, perceptions and values have shifted dramatically. Over the past four years, W140 values have surged, with top-condition examples now commanding prices around $30,000.
Perhaps the W140 has finally come into its own as car designs in general have grown in size and scale. Its curb weight, ranging from 4170 to 4800 pounds, is now relatively common for contemporary luxury cars. While modern engines may surpass even the 389-horsepower output of the 600SEL, the W140 still offers ample performance. Rare, hand-built AMG versions from a time when AMG was still an independent tuner have become highly sought-after collectibles, fetching prices exceeding six figures at auction.
Ultimately, the Mercedes-Benz S-Class W140’s enduring legacy is perhaps its embodiment of a pivotal moment in automotive history. While it may have been initially viewed as an over-engineered misstep or even a commercial disappointment, it stands as a testament to a bygone era – the last of the “engineer-driven” Mercedes-Benzes, before the bean counters took precedence.
