The father of lifestyle station wagons
01/30/2012
Up until the 1970s, estate cars or station wagons were commercial vehicles for tradesmen and, in a pinch, family transporters. In most cases, the equipment was sparse and most of these transport limousines looked very unattractive. You couldn't drive up to a luxury hotel in one, and you couldn't drive up to the golf course in one either, even though a large trunk with an open top would have been particularly practical for bulky golf utensils.
Mercedes-Benz recognized this niche on the basis of market research results and also developed a station wagon, internally called the S 123, with the W 123 model series. In 1977, the luxurious station wagon was launched as the 230 T, 250 T and 280 TE and sold from 1978. Its success on the market was certainly helped by appearances in television series such as "Hart aber herzlich" and various movies.
In an advertisement at the end of the 1970s, Mercedes-Benz claimed to have doubled the market for such all-purpose vehicles. And since then, lifestyle estates have experienced a triumphal march and in some model series the estate is the most popular and best-selling vehicle category. What would have happened if Mercedes-Benz had not had the courage to launch the 123 in the 1970s?
It goes without saying that the S 123 has now also become a popular classic car.
