Radio advertising of American Automobiles during the 1930s

In my The Automobile and American Life (2009, 2018), I spent considerable time discussing the history of automobile radio during the. 1930s. Crosley, Motorola, Philco, and other companies began making rather bulky expensive sets that became popular very quickly, even with inherent difficulties associated with vacuum tubes and poor antennas.  What I totally failed mention, however, was the role of radio in advertising automobiles during that same decade. I can’t believe I was so superficial!  Above is one example, but there were many.  In addition, some of the most popular radio shows were sponsored by the car companies. Much more needs to be said about this topic, as Americans grow to idolize this wheeled objects as perhaps no other possession.

Long Forgotten: The Oldsmobile Viking

 

Thanks to Old Brochures

James Flink argued long ago that the 1930s automobile industry in the United States was characterized by a "technological stagnation" when compared to previous decades. And that in the same vein, the 30s catchword was "planned obsolescence." Perhaps, but how does one account fort the fact that in 1939 there were still more then 2 million 1927 and earlier Model Ts on the road?

The 1930s were years of substantial changes to the functionality and design of the American automobile. It was about more car for less money. Brakes were increasingly hydraulic rather than mechanical. Front wheels were independently sprung, wheels were demountable, transmissions had synchromesh in the top two gears, wood was eliminated from the body structure, and chrome replaced nickel brightwork, increasingly used as the decade unfolded. Finally, the very shape of the typical automobile became rounded, as exemplified in GM's "turret top "models. Alligator hoods replaced the two-sided arrangement of hood openings that preceded it, making access for repairs somewhat harder at a time when flat rate charges became commonplace.

The Oldsmobile Viking proved to be nothing more than a transitional model to the 1930s. It still had wood wheels, mechanical brakes, and semi-elliptical springs. But ti did have new technology as well -- a mechanical fuel pump and an 8-cylinder engine with a cast monoblock, that was a first before Henry Ford's V-8. Along with the Oakland, Pontiac's companion car, the V-8 was sold only until 1932, then abandoned for the straight 8 at GM until 1949.  

That said, the Viking is a noteworthy car historically, and more should be said about it.

Three-on-the-Tree Manual Transmission Shifting and a Distinctive American Driving Habit, 1938 to the 1960s (And probably well beyond!)

 

Until the 1960s, every car my father had was a manual transmission three-on-the-tree. That included a 1948 Chevy Fleet master, a 1954 Bel-Air, and a 1962 Chevy II 300. The popularity of this setup started with its introduction in 1938 and endured through the 1960s and even 1970s, including automatics on the column. It was safer in terms of visibility than the floor shifter that it replaced and that would ultimately replace it by the 1980s. For my generation, it was symbolic of my parents and their "old" ways. By 1964 the 4 speed on the floor featured in Pontiac GTOs and Corvairs were the way to go, along with the British sports cars that became so popular with my age group.

What the bigger engine and gearing did or American cars, however, was to allow drivers to dispense with shifting altogether, as long as there were no steep hills or traffic jams. It was "0 to 70, and never a hand on the lever," and that statement reflected the theme of safety on one hand and driver laziness on the other. Meanwhile, Europeans with their smaller engines shifter and shifted high revving and low geared engines, but with a floor shifter that my generation thought they were cool but interestingly got in the way of romance. 

ModaMiami honors the birth of the automobile 140 years ago

 Mercedes-Benz 290 Cabriolet A (W 18) 1934, (Archive Mercedes-Benz Classic: 19854)

Ewy Rosqvist (links) und Eva-Maria Falk with their Mercedes-Benz 300 SE „Heckflosse“ Rally car.  ( Archive von Mercedes-Benz Classic: 00075735)

The venue: the Biltmore Hotel Coral Gables in Florida, which opened 100 years ago.

ModaMiami honours the birth of the automobile 140 years ago

The Benz Patent Motor Car in Miami celebrates the beginning of “140 years of innovation”. Carl Benz invented the automobile, and applied for a patent for the “vehicle powered by a petrol engine” on 29 January 1886. This birth certificate of the automobile is now part of the UNESCO Memory of the World Register. At ModaMiami, there will be rides around the exhibition grounds with the Patent Motor Car. In addition, the world’s first automobile will lead a section of the “Moda Classic” drive, which will take place on Friday, 27 February 2026.

Historic highlight for sale: Benz Patent Motor Car

Exciting for collectors: Mercedes-Benz Classic Vehicle Trade offers driveable replicas of the 1886 Patent Motor Car. The fact that all wear and spare parts are available makes maintaining operation easier, e.g. as an impressive demonstration vehicle showing the beginnings of the automobile. Link to Vehicle Trade: https://mb4.me/Gya3CYj6 

Produced in the USA: “American Mercedes”

Another highlight at ModaMiami is the presentation of a rare “American Mercedes” from 1905 from the Mercedes-Benz Classic vehicle collection. The 121-year-old classic symbolises the brand’s long relationship with the United States of America. After ModaMiami, the experts at the Mercedes-Benz Classic Center in Long Beach, California, will prepare the “American Mercedes” for participation in the Pebble Beach Concours d’Elegance (16 August 2026). This is where the car will be competing in the Early American Speedsters (Pre-World War I) class.

Licensed production in Long Island, New York

In 1888 – just two years after the invention of the automobile – piano manufacturer William Steinway, who was of German descent, established the Daimler Motor Company in Long Island, New York. The start-up imported Daimler engines and began producing them under licence as of 1891. From 1898 onwards, the company was called the Daimler Manufacturing Company, and the first complete automobiles were produced from 1905 to 1907. The vehicle known as the “American Mercedes” corresponded in every detail to the Mercedes 45 PS of that time, which was launched on the market in 1904 as the Mercedes Simplex 40/45 PS. The car was advertised as: “The car for speed, power and noiseless running.”

Luxury cars and luxurious sportiness

The story of multifaceted sportiness in the Mercedes-Benz genes is told by other classic vehicles at ModaMiami. A Mercedes-Benz 290 Cabriolet A (W 18) from 1936 and the Mercedes-Benz 300 SL “Gullwing” (W 198) from 1955 from Tyler Hoover (Hoovie’s Garage) are sporty dream cars of their time. The Mercedes-Benz Classic Center in Long Beach has thoroughly overhauled the technology of the 300 SL – accompanied by Hoovie’s Garage in this video: https://www.youtube.com/watch?v=aaGMUg0fOWg. Also on display at ModaMiami is a Mercedes-Benz 300 d from 1961. The 300 was a true successor of the “Grand Mercedes” of the 1930s and soon became the favourite car of political and industrial leaders worldwide. The updated 300 d model with fuel injection debuted in 1957. The three vehicles belong to customers of the Mercedes-Benz Classic Center.

Racing and rallying with the “Fintail”

Mercedes-Benz achieved international success in rallying and endurance racing during the 1960s with “Fintail” saloons from the W 111 and W 112 model series. The Mercedes-Benz Classic Center in Long Beach is offering this Mercedes-Benz 300 SE “Rallye” (W 112) for sale: https://mb4.me/Ycd5EcNT. The vehicle is designed like Ewy Rosqvist’s “Fintail” rally car in the 1964 Argentinian Touring Car Grand Prix with starting number 609.

Mercedes-AMG ONE with Formula 1 technology for the road

The Mercedes-AMG ONE hypercar is another star at ModaMiami – a customer vehicle. Its E PERFORMANCE hybrid drive system is Formula 1 technology for the road and the result of close collaboration with the experts at Mercedes-AMG High Performance Powertrains in Brixworth: it delivers a combined output of 782 kW (1,063 hp), generated by a 1.6-litre V6 hybrid turbo engine and four electric motors. The Mercedes-AMG ONE also features sophisticated active aerodynamics. It made its public debut at the 2022 Goodwood Festival of Speed. Only 275 vehicles have been built.

Homologation model: only 502 EVO II made

A highlight at ModaMiami is the Mercedes-Benz 190 E 2.5-16 Evolution II from 1990. Only 502 vehicles were built as homologation models for the highly successful Mercedes-Benz DTM touring race cars. Now Mercedes-Benz Heritage is bringing an EVO II to the Biltmore Hotel Coral Gables. The vehicle shown is from the homologation series and was later modified for historic motorsport with just a few adjustments: roll cage, engine with single throttle valve, modified suspension. Everything else is production standard. The presentation in Florida also includes a Mercedes-Benz CLK 63 AMG Black Series (C 209) from 2008 with rare red paintwork. On Sunday, 1 March 2026, it will take part in the “The 100 Club” drive, featuring the most exclusive super sports cars at ModaMiami.

MANUFAKTUR Mercedes-Benz at ModaMiami

A further highlight of ModaMiami is the presentation of MANUFAKTUR Mercedes-Benz – the company’s cross-brand customisation programme. Selected materials and craftsmanship refine each vehicle and make it unique. Exhibited at ModaMiami: a Mercedes-AMG G 63 MANUFAKTUR from 2026 in the bright colour Sea Blue Metallic and with other individual equipment features, including an interior in MANUFAKTUR Black with contrasting blue stitching. For even greater personalisation, MANUFAKTUR Made to Measure offers a virtually unlimited choice of exterior colours and additional individual options. Individualisation has a long tradition at Mercedes-Benz. Milestones are the customised “Sindelfingen bodywork” in the 1930’s, the designo customisation programme launched in 1995 and MANUFAKTUR, being offered since 2021.

Successful concept in Florida

Since its premiere in 2024, ModaMiami has established itself as a particularly attractive automotive and lifestyle event centred around the Biltmore Hotel Coral Gables, which opened in 1926. The 2026 programme includes the kick-off on Thursday evening (26 February 2026) at the Concours Club race track, the “Moda Classic” drive on Friday (27 February 2026) and the exhibition at the ModaMiami showfield on Saturday and Sunday (28 February and 1 March 2026). On Sunday afternoon, the Moda Awards will be presented, with which the organisers honour outstanding participating vehicles.

Further research and multimedia material:
mercedes-benz-archive.com/museum

Mercedes-Benz Classic on social media:
https://www.instagram.com/mercedesbenzmuseum
https://www.facebook.com/mercedesbenzmuseum

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 constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch programme in its history. 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 leads through everything Mercedes‑Benz does: Welcome home.

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans continental journey to 140 destinations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way, customers, fans and colleagues will get to join in the celebrations – on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents in our “140 Years of Innovation | Mercedes-Benz Media” special and via the Mercedes-Benz Community.

Stealing Cars in the USSR during the 1960s: The Film "Beware the Car," or "Uncommon Thief," or "Watch Out for the Automobile."

 

Confined to the house because of our snow and deep freeze in Southwest Ohio, I decided to watch Amazon Prime car films. I was totally shocked by the first one I chose, "Watch Out for the Automobile," a movie about an idiosyncratic car thief in Moscow during the mid-1960s. You can find much information on the film on the Internet Film database, and on the car (a GAZ 21) at Wikipedia. 

Since memorable scenes focus on our unassuming car thief Yuri behind the wheel of a stolen GAZ 21, I thought it appropriate to feature the interior of this model of car, made between 1956 and 1970 in three iterations. Featuring a 2.5 liter side valve engine and made at the Gorky Automobile Factory, it was similar to American cars of the 1950s and prized by Soviet bureaucrats and elites.

I saw this film as quite different than American auto theft films of the period, however.  First, it clearly took a peek at what life was like in the USSR -- values, materialism, deceit, and aspirations. As remarked in beginning of the film, "Everyone wants a car, but once they get it they want to get rid of it." Yuri steals cars (5 of them), sells them on a black market, then gives the proceeds to orphanages. He uses very clever methods, including oil  on rusty hinges to eliminate the noise when opening a garage, and a crane to pick up a garage! He is a friend to the inspector who is pursing him, and an actor at ta community theater but his best role is in disarming people as he goes about his crimes. He is in love with a pretty woman who drives a tram, has a wonderful loving mother, and not an ounce of violence in his heart. But he has a great distain for hypocrisy and corruption. And he is thwarted once by an anti-theft device that only a Russian could think of--- a bear trap put on the brake pedal!

This car theft film looks inwardly into a society while telling a rather funny story. I am not sure that American films of the era do that. "Gone in 60 Seconds" tell us more about the cars than the people of the values of our society at the time, values that also are centered on hypocrisy.  It seems that greed,  selfishness, and Social Darwinism have no national boundaries, but our hero Yuri has an uncommon heart to do good

50 Years of the Mercedes-Benz W 123 Model Series

Mercedes-Benz 230 of the 123 model series. Driving shot from left front. (Photo index number in the Mercedes-Benz Classic Archive: D291353)From the first moment on, this automobile inspires great confidence: after the press premiere of the new Mercedes-Benz Saloons of the 123 model series in January 1976 in Bandol in the south of France, and even before the official market launch of this upper mid-range model series, the entire first year’s production is already sold out. In particular, reporters focus on the objective qualities of the vehicle: its outstanding levels of active and passive safety, embedded in a calm, well-balanced design. The predecessor of the E-Class indubitably embodies the Mercedes-Benz brand values in its basic form – providing timeless substance and self-evident solidity. Today, this feeds into a passionate affection for one of the most popular and widely distributed classic cars inside and outside Germany.

The W 123 reflects many concept and style elements of the S-Class of that time (W 116). These include its high-quality finish, the excellent suspension tuning, the generous sense of space in the interior, a newly developed safety steering column and seat-belt buckles mounted directly on the seat fittings. From 1980 on, Mercedes-Benz already offers the ABS anti-lock braking system in the 123 model series, and the driver airbag from 1982 on.

Glowing reviews and high market demand

“Evolution to measure” is the headline of the first road test report in the specialist magazine “auto motor und sport” in Issue 3/1976. The verdict is unequivocal: Mercedes-Benz has succeeded “well above average” with the new W 123. The article mentions “balanced progress, targeted further development and the uncompromising commitment to quality” as decisive factors.

From 1976 on, the W 123 rapidly shapes the face of the Mercedes-Benz brand – and what appears on the roads. It becomes a new symbol of German automotive culture and, from the late 1980s on, successively develops into a popular modern classic and finally into a versatile classic in its own right. Fans of the series have long been able to choose from a wide range of body styles. About a year after the premiere of the W 123, the Coupé (C 123) follows in the spring of 1977. In September 1977, the model series gains its first Mercedes-Benz T-Model (S 123). With this addition, the brand places the focus on leisure and sport and fundamentally redefines the estate car segment. Further body versions include long-wheelbase saloons (V 123) and chassis with partial bodywork (F 123). With a total of almost 2.7 million vehicles produced by 1986, the 123 model series becomes the most successful Mercedes-Benz model series to date. Of these, 2,375,440 units are saloons. The most produced 123 model is the 240 D sedan with 448,986 vehicles. The rarest is the 280 C coupé with 3,704 vehicles.

Worldwide spare parts supply and vehicle trading by Mercedes-Benz Classic

From the outset, the W 123 is intentionally designed for ease of maintenance and servicing, durability and quality. High resale values are the result – and the fact that, to this day, numerous vehicles of this model series are still on the road as classics which have been maintained with loving care. In order to ensure that these icons in the E-Class tradition continue to run safely and reliably in the future, Mercedes-Benz Classic Genuine Parts offers a comprehensive range of replacement and wearing parts for the 123 model series. Manufactured according to original factory specifications, they impress with high levels of dependability and are generally available within 24 hours via the worldwide sales and distribution network. 

The range of parts for the 123 model series extends from details such as the safety door lock knob (A 110 760 05 65 9051) to safety-relevant components such as the front brake callipers (left: A 123 420 05 83, right: A 123 420 06 83). Also available are the coupé windscreen (A 123 671 05 10) and front wings suitable for all three body styles (left: A 123 880 05 18, right: A 123 880 06 18). Engine-specific parts for the M 102 include the crankshaft (A 102 030 21 01) and the camshaft (A 102 050 02 01). After a longer absence, spark plugs (A 003 159 10 03 26) for the M 110 engine in the top models 280 and 280 E are once again available. Also back in stock is the spare key (A 000 760 08 06). It is manufactured specifically for the locking system upon presentation of the vehicle registration document at the dealership.

Today, anyone interested in a model from the 123 model series will regularly find attractive, hand-picked examples in the Mercedes-Benz Classic vehicle sales offering. Currently listed is a 230 TE manufactured in 1984 in forest green, an exceptionally original vehicle with a total of just 52,000 kilometres on the odometer. Link: www.mercedes-benz.com/oldtimer

The versatility of the 123 model series

The versatile model range of the 123 model series extends from the 200 D, which is particularly popular as a taxi, and the innovative and agile 300 D Turbodiesel all the way to the 280 E with its powerful, sporty straight-six engine. Yet regardless of engine variant, those who order a W 123 from 1976 or later will receive a vehicle which is not only extremely refined from the start, but one which also conveys a message: every one of these saloons is a discreet expression of the driver’s affluence, with no need for short-lived effects. The W 123 offers performance without ostentation and comfort without pomp. The versatile yet serene character of the 123 model series continues to fascinate to this day.

In 1977, the model series even takes centre stage in the international motorsport arena: at the London–Sydney long-distance rally, a gruelling race lasting six and a half weeks and covering 30,000 kilometres across Europe, Asia and Australia, two Mercedes-Benz 280 E vehicles prevail in the face of strong competition. This triumph impressively demonstrates the uncompromising durability and reliability of the model series. The winning vehicle of the team Andrew Cowan/Colin Malkin/Mike Broad from 1977 can now be seen at the Mercedes-Benz Museum.

In 1982, right from the plant, Mercedes-Benz offers a bivalent engine capable of running on LPG and petrol. Test vehicles also run on hydrogen as well as with a battery-electric drive. Thus, almost half a century ago, the 123 model series was already pointing the way to the future of drive technology.