Mercedes W 108 Development Film: Rare and from the1960s -- English subtitles

 

The Current Energy Crisis is Taking the U.S. to a Cusp of Profound Change -- 2026

 I lived through the Oil Shocks of 1973 and 1979, have taught about them in university classes for many years, but only now am beginning to understand just how important they were in American History. You can read about them and their impact on the automobile in my 2nd edition of my Automobile American Life, I don't want to recount those events here but rather brainstorm (as my granddaughter likes to say) about what might happen in the near future, assuming that this present gas price spike and availability will end within the next six months.  
What might this period of enormous instability lead to?

1. Price for gasoline may drop some, but they will never return to the levels 0f 2024-6. In 1974, the price of gas did not return to 30 cents per gallon, er even close to it. In 1981, the price of gas did not return to the cost of gas in the summer of 1979. Gasoline will be more costly, more people will buy electric cars, but overall it will cost more to live, and income inequality will only increase. Couple that with AI adoption and efficiencies and uncertainty over the future of work can only be exacerbated.

2. American global power can only decline further.  In the early 1980s, Historian Louis Galambos authored the book America at Middle Age. Post-2026 one can readily write a book on America "in retirement" from its role as a Global leader. Just flip historian Stephen Ambrose's seminal work on post-1945 and the rise of American global leadership on its head.

3. Regional transitions in America will be as pronounced as the "southernization" of America in the 1970s and 80s. Where migration will go chasing after opportunity is only to be guessed now.

4. "Small is Beautiful" will be followed far more than what happened after the publication of a book by that title in the 1970s. Life will also revert to analog in revulsion of AI and the false promises of the digital.

5. The outrageous wealth of the present will no longer be a characteristic of the American scene. The fetish of a constant and never-ending economic growth will end. 

In sum, the next few years will be a wild ride.

The Automobile, the Pickup Truck, and American Life 1970 - 1990.

 

1970 Ford F 100

Between 1970 and 1990, the American automotive industry both responded to and reflected social changes transforming the United States. In 1970, the industry still was shaped by the assumptions of postwar America: cheap fuel, large families, suburban growth, strong domestic manufacturing, and confidence in mass consumption. When we think of the cars of that time, a bloated Mustang or GTO, or Oldsmobile Vista Cruiser come to mind. The VW Beetle certainly was on the roads, but the Hondas and Toyotas were unusual toy-like vehicles.

And the topic of quality moved to front and center. Detroit hubris -- on the part of both management and labor -- resulted in the production of a vast number of so-called "crap" cars: Pinto, Vega, Duster, Westmorland, PA made - VW, and others -- soured Americans of domestic brands. The American car remained fixed on the use of the carburetor in its fuel systems, but with EGR and Decel equipment, drivability and reliability became an issue. In the past, "American Made" was something to be proud of, but no more.

By 1990, that environment surrounding the car had weakened significantly. and automobiles had become smaller on average, more fuel efficient, more technologically complex, more globally influenced, and more segmented by lifestyle and status. Japanese Nissans, Hondas, Toyotas and Mazdas were seen in every community, even the Detroit suburbs. And pickup trucks were more ubiquitous in suburban driveway, as well as Lowe's and Home Depot's parking lots. 

In that sense, the auto industry became a mirror of a society that was more anxious about energy, more diverse in taste, more unequal economically, and less dominated by a single national industrial model. Government, not industry, became the nation's largest employer.

 One of the clearest connections was energy. The oil shocks of 1973 and 1979 changed how Americans thought about size, efficiency, and dependence on foreign oil. The big V8 cars that had symbolized abundance in the 1950s and 1960s suddenly looked to many as wasteful and vulnerable. Consumers began turning toward smaller, more efficient vehicles, especially imports from Japan. This reflected a broader change in American society: the end of unquestioned postwar abundance and the rise of a more constrained, uncertain economic culture shaped by inflation, scarcity, and global competition. 

The industry also reflected major changes in class and work. In 1970, Detroit still stood for unionized industrial power and broad middle-class prosperity. By 1990, the weakening of manufacturing, plant closures, foreign competition, and automation had all reduced that sense of security. The struggles of Chrysler, the downsizing of GM and Ford, and the rise of transplant factories in the South all mirrored the larger decline of the old industrial order. The auto industry showed, in visible form, the shift from a manufacturing-centered America to a more globalized and unequal economy. 

Cars also tracked social fragmentation and the rise of consumer identity. In earlier decades, the auto market had been more unified around a few dominant domestic brands and body styles. By the 1980s, the market was far more segmented: economy cars, luxury sedans, sporty coupes, minivans, pickup trucks, and imported status cars all served different social identities. This reflected a society becoming more individualistic and lifestyle-driven. Cars were no longer just transportation; they increasingly signaled personal values, class position, age, and taste. The success of brands like BMW, Mercedes-Benz, Honda, and Toyota in the U.S. also showed that American consumers were more open to global products and more skeptical of automatic loyalty to domestic firms.

 The changing role of women and families also appeared in the industry. As more women entered the workforce and dual-income households became more common, practical concerns such as reliability, fuel economy, safety, and convenience grew in importance. The success of front-wheel-drive sedans, hatchbacks, wagons, and eventually minivans reflected changing household patterns. The minivan in particular became a symbol of the 1980s suburban family, just as the large station wagon had been earlier. The design and marketing of cars increasingly addressed working parents, commuter households, and family flexibility rather than older male-centered performance ideals alone. 

Government regulation was another major link between social change and the industry. Rising concern about pollution, safety, and fuel use led to emissions controls, catalytic converters, fuel economy standards, airbags, and other changes. These reflected a broader transformation in American society. One can argue that rising concern over pollution, safety and fuel use was a ruse, representing a decided  minority  of citizens who increasingly expected technology and regulation to address collective risks, Note how Americans in large numbers ignored seat belts until the heavy hand of the federal government was raised high. Political rhetoric often attacked government intervention, government wielded power as never before of citizens who drove cars.  The car became one of the most visible sites where environmentalism, consumer protection, and public policy reshaped daily life. After Vietnam and Watergate, distrust of government became commonplace.

One way to get around government regulations was to own a pickup truck. Pickups initially did not follow emissions and fuel consumption standards. This helped to continue the use of  larger engines and more traditional designs in trucks even as cars downsized. As a result, pickups became a refuge for buyers who wanted size, power, and simplicity. Their growing popularity showed how regulation could unintentionally redirect consumer demand rather than eliminate it. 

Between 1970 and 1990, the pickup truck changed from a mainly utilitarian vehicle into one of the clearest symbols of modern American life. In 1970, pickups were still associated mostly with farmers, tradesmen, small business owners, and rural drivers. They were work tools: simple, rugged, cheap, and secondary to passenger cars in status and comfort. By 1990, however, the pickup had become much more than a work vehicle. It was increasingly comfortable, better equipped, more powerful, and more attractive to suburban and lifestyle buyers. This transformation reflected larger changes in American society, including the decline of the old industrial order, the growth of the Sun Belt, changing ideas of masculinity and class, and the rise of consumer culture.

In the early 1970s, pickups still occupied a modest place in the American market. The Big Three—Ford, Chevrolet, and Dodge—built trucks mainly for hauling and labor. Interiors were basic, ride quality was rough, and advertising emphasized durability and utility. But the decade also brought forces that began to reshape the truck’s role. The oil shocks of 1973 and 1979 made Americans more aware of fuel costs and economic vulnerability, while inflation and recession changed buying habits. At the same time, many Americans were moving away from old industrial cities toward suburbs, exurbs, and the South and West. In these newer landscapes, pickups fit well: they were useful for home improvement, small-scale contracting, towing, recreation, and rural-suburban living. The pickup increasingly matched a country that was spreading outward geographically and becoming less centered on dense urban manufacturing regions.

The 1970s also marked the beginning of the pickup’s cultural expansion. As passenger cars became smaller, more regulated, and in some cases less powerful because of emissions and fuel economy pressures, pickups retained an image of toughness and freedom. They were less tied to the anxieties surrounding downsized sedans and more connected to older ideals of strength, independence, and practicality. This mattered in a period when many Americans felt the postwar promise of secure industrial prosperity was weakening. The pickup appealed not only as a tool, but as a statement about self-reliance in an era of uncertainty.

By the 1980s, the pickup’s importance grew substantially. Manufacturers improved cabs, styling, suspensions, trim levels, and options. Trucks became easier to live with daily. Features once associated with cars—air conditioning, nicer upholstery, better sound systems, automatic transmissions, and more polished dashboards—became more common. Buyers no longer had to choose between utility and comfort. This reflected a broader shift in American consumer culture: products increasingly had to serve both practical and lifestyle purposes. The pickup became a dual-identity vehicle, suited to work during the week and personal use on weekends.

The 1980s also brought major changes in class and labor that made the pickup more socially meaningful. As manufacturing jobs declined and the unionized industrial economy weakened, many Americans moved into smaller businesses, service work, contracting, construction, and decentralized forms of labor. The pickup fit this more flexible economy. It served electricians, landscapers, carpenters, repairmen, and self-employed workers whose livelihoods did not depend on the old factory system. In that sense, the pickup reflected the shift from the mass industrial workplace to a more fragmented, entrepreneurial, and insecure economy.

At the same time, the pickup became a cultural symbol of masculinity and regional identity. In the South, West, and rural Midwest, it increasingly stood for independence, toughness, and anti-elitism. As politics moved rightward in the Reagan era, the pickup also fit the imagery of traditional values, manual work, and skepticism toward urban liberal culture. Yet this symbolism extended beyond actual labor. Many owners were not farmers or tradesmen at all. They were suburban consumers buying into the image of capability and ruggedness. This reflected a broader pattern in 1980s America, where identity and lifestyle were often expressed through consumer goods.

By 1990, the pickup had become much more than a tool of labor. It was part work vehicle, part family vehicle, part class marker, and part cultural statement. Its rise showed how American society had changed since 1970: the country was more suburban and Sun Belt-oriented, more fragmented economically, more consumer-driven, and more invested in identity through vehicles and lifestyle. The pickup truck’s transformation from basic hauler to mainstream symbol reflected the larger transformation of America itself.

 Finally, the decade also celebrated luxury, image, and success. That is why the same era could produce both the popularity of compact imports and the prestige of high-end European sedans and loaded personal luxury cars. The auto market showed a society divided between thrift and display, economic insecurity and status consumption. 

In sum, the American automotive industry between 1970 and 1990 reflected the nation’s larger transformation from a confident, mass-industrial society into a more globalized, energy-conscious, consumer-segmented, and economically unequal one. The changes in what Americans built, bought, and valued in cars were not separate from social history; they were one of its clearest expressions.

1990 Ford F 150 Lariat

1989 Mercedes 560 SL

The New Mercedes-Benz GLA: A “Digital First” in manufacturing: Artificial Intelligence (AI), digital twins and MB.OS are integral parts of the MO360 production ecosystem

 

• Start of series production in Rastatt: the new GLA rolls off the production line with flexible powertrain options – fully electric or as a (48V) high-tech hybrid
• “Digital First” in manufacturing: Artificial Intelligence (AI), digital twins and MB.OS are integral parts of the MO360 production ecosystem
• Investments in the low-three-figure-million range secure the plant’s future viability

Mercedes-Benz has commenced series production of the new GLA at its Rastatt plant, as production of its all-electric version is already in full swing. The high-tech hybrid models, featuring 48-volt technology and a state-of-the-art internal combustion engine, will follow later this year. The GLA now joins other models from the new generation of vehicles being produced in Rastatt. The plant is further strengthening its role as a center of excellence for the production of compact vehicles. 

“With the start of production of the new GLA and the investments in Rastatt, we’re strengthening the site’s role within the Mercedes-Benz global production network. The production process demonstrates how we are consistently utilizing digital technologies: MB.OS, artificial intelligence and our MO360 production ecosystem are closely integrated and enable even more flexible and efficient production. I’d like to thank all my colleagues in Rastatt who, with their passion and innovative spirit, have made this successful launch possible.”
Michael Schiebe, Member of the Board of Management of Mercedes‑Benz Group AG, 
responsible for Production, Quality and Supply Chain Management 

“With the GLA, another model from a completely new generation of vehicles is already rolling off the production line in Rastatt. The fact that the transformation of our plant and the start of production are going so smoothly is down to our team. They’re tackling challenging tasks with a high level of expertise, flexibility and passion. I am very proud of the Rastatt team and want to express my sincere thanks to all colleagues involved!”
Marco Zwick, Site Manager and Head of Production at the Mercedes-Benz Rastatt plant 

Rastatt: a pioneer in flexible and digital production

The Mercedes-Benz Rastatt plant has been in operation since 1992 and, with around 7,000 employees, is the region’s largest employer. Production is drive-system-flexible: hybrid and fully electric vehicles are manufactured on the same production line as vehicles with conventional drive systems. This enables the plant to respond quickly to demand in global markets.  

The new GLA is currently being built in Assembly Hall 4.0. Mercedes-Benz is now investing a low-three-digit-million sum in the conversion of the neighboring Assembly Hall 4.1, where production of the model will take place starting in 2027. Mercedes-Benz is using digital twins for this conversion: with the aid of high-precision digital simulation techniques, the new production line can be configured and optimized, realizing significant potential savings in construction time and costs. The use of digital twins has already led to a record-breaking completion time during the successful conversion of Hall 4.0 in 2023. 

Mercedes-Benz Operating System (MB.OS) in production

The Mercedes-Benz Operating System (MB.OS) also plays a central role in the production of the new GLA: the chip-to-cloud architecture transmits the vehicle software via a central server in the Mercedes-Benz Intelligent Cloud rather than via various hardware modules, ensuring that vehicles always roll off the production line with the latest software. 

A strong network: components from Untertürkheim, Kamenz and Kuppenheim

Rastatt forms part of a flexible global production network. The electric drive units and axles for the new GLA come from Untertürkheim, including its plant sites in Mettingen and Hedelfingen. A drive unit essentially consists of three subsystems: an electric motor, power electronics and the transmission component for power transfer. The power-transmitting wheel set and other components, such as the control unit, are also manufactured there. The assembly of these components into a complete system takes place at the Untertürkheim plant. Mettingen is also responsible for assembling the electric axles for the GLA, which are delivered to Rastatt as complete systems.  

The high-voltage batteries for the new GLA are supplied by the Mercedes-Benz subsidiary Accumotive in Kamenz, Saxony. In-house battery production is a key success factor for Mercedes-Benz’s strategy. Accumotive has 13 years’ experience in the efficient production of highly complex battery systems and acts as a center of excellence within the global battery production network, which comprises sites on three continents. 

The Kuppenheim plant site, situated some 10 kilometers away, has been supplying body-in-white components as well as structural and body parts to Rastatt since 2009 – and now also for the new GLA. Since early 2026, the Mercedes-Benz sites in Rastatt and Kuppenheim have also been more closely linked organizationally. The Kuppenheim plant site has been part of the Mercedes-Benz Rastatt plant ever since. 

“The start of production of the new GLA marks the beginning of another important chapter for the Mercedes-Benz Rastatt plant. This vehicle embodies modern mobility and the successful transformation of our production. The decision to manufacture the GLA in Rastatt strengthens our competitiveness and secures future prospects for our colleagues. Especially during the year of Mercedes-Benz’s 140^th anniversary, it’s clear just how important innovation, expertise and team spirit are for the long-term success of our company.”
Torsten Höink, Chair of the Works Council at the Mercedes-Benz plant in Rastatt 

The new Mercedes-Benz GLA: designed to inspire every day

The new GLA combines striking design, advanced technology and excellent everyday practicality, making urban mobility more confident, intuitive and emotive. Its lower silhouette, longer wheelbase and illuminated iconic grille give it a distinctly sportier and more self-assured appearance. Its completely redesigned interior, featuring a panoramic roof, large MBUX Superscreen and high-quality materials, offers noticeable improvements in comfort, spaciousness and versatility. Intelligent technologies – including the MBUX Virtual Assistant with generative AI – enable natural interaction and personalized support.

"I am Mercedes" -- a fragrance, the automobile, a lifestyle, the psychological, and the Spiritual

 

Below is the latest news release from Mercedes-Benz. The fragrance is a perfect example of how advertising and product aim at the spiritual of buyers. A lifestyle that is calling, not simply a motor vehicle. The complex union of the cultural with the economic and psychological reflects a segment of society who aspire or who are at the top of the social pyramid. On one hand it is a great product, artisanal crafted, and as beautiful as the Mercedes vehicles. On the other hand it takes its owner and user to think they are far better than they really are. 

• "I am Mercedes" embodies the spirit of self-assured, strong women who boldly forge their own path 
• The fragrance is multi-faceted – with notes of orange blossom, bergamot and jasmine, as well as woody and musky notes
• Crafted like a diamond, the flacon reinterprets the Mercedes-Benz star in a subtle new way. The neck of the flacon is adorned with the handwritten inscription "I am Mercedes"

The history of mobility is also the story of remarkable women whose courage and determination have had a lasting impact on the legacy of the Mercedes-Benz brand. Mercedes Jellinek gave the brand its name. Bertha Benz undertook the first successful long-distance journey by motor car in August 1888, travelling from Mannheim to Pforzheim. The new fragrance, "I am Mercedes", celebrates these bold, strong female pioneers who confidently and courageously forge their own path. 

A fragrance for radiant femininity

The "I am Mercedes" perfume, a multi-faceted fragrance with notes of orange blossom, was created by master perfumer Sophie Labbé. The fragrance opens with fresh notes of neroli, enhanced by a hint of bergamot and pink pepper. The floral heart of the fragrance is centred around radiant white flowers: sun-kissed orange blossom is beautifully blended with jasmine and ylang-ylang to create a contemporary floral bouquet that embodies luminous femininity. The base unfolds with rich vanilla, enveloped in warm woody notes and soft musk, revealing its luxurious amber facets.  

A gem with many facets

With its elegantly designed centrepiece, the diamond-cut glass flacon presents a subtle reinterpretation of the three-pointed Mercedes star. The salmon-pink hue of the juice lends the flacon a sense of sensuality and delicacy. The metallic pink cap, adorned with the iconic star, features the handwritten lettering "I am Mercedes" on the neck of the flacon. 

The campaign: The fragrance as a co-pilot

The market launch will be accompanied by a campaign that highlights the various facets of "I am Mercedes". With self-assurance, the protagonist forges her own path at the wheel of a 1968 Mercedes-Benz 280 SL Pagoda Cabriolet – the very epitome of freedom, style and elegance. Her fragrance becomes her co-pilot. The campaign presents the flacon as a deliberately chosen companion and an expression of personal style. 

The new fragrance is available in three Eau de Parfum sizes:

I AM MERCEDES Eau de Parfum 100 ml 
I AM MERCEDES Eau de Parfum 50 ml
I AM MERCEDES Eau de Parfum 30 ml  

About Give Back Beauty (GBB)

With the new fragrance "I am Mercedes", Mercedes-Benz and GBB are continuing their successful licensing partnership. Since its launch in 2011, numerous Mercedes-Benz fragrance ranges have been released, including a Mercedes-AMG fragrance trilogy in 2023 and the Maybach collection featuring six fragrances in 2024. The fragrances are created by master perfumers, taking into account the values and DNA of each brand. To create something extraordinary, the ingredients are selected with the utmost care. Furthermore, great importance is attached to ethical and environmental responsibility.

Mercedes-Benz anniversary year “140 Years of Innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes‑Benz has dedicated itself to constant innovation and to creating the world’s most desirable cars for customers. This ambition has driven every innovation – from the world’s first automobile in 1886 to the biggest product launch programme in the company’s history that is currently underway. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that runs through everything Mercedes‑Benz does: Welcome home. 

An interesting Promotional Video of the Mercedes R 107

 Nothing new, but the graphics of some of the safety features are excellent. 

Now if I could just get my fuel system right!