I felt like a spy within my own company. It was a hot summer day in 2003 and I was at the DaimlerChrysler proving grounds in Laredo, Texas to attend a focus group on the upcoming 2006 Mercedes-Benz R-Class minivan/crossover/sport touring wagon. My dozen or so fellow attendees were all wealthy owners of high-end Mercedes-Benz cars. I was here because the Mercedes-Benz USA focus group invite filter did not recognize my net worth nor the fact that I worked for Mercedes-Benz Financial Services. And I was not about to tell anyone that…
The Laredo facility included an assortment of handling, hill-climb and torture tracks, all on the infield of an imposing high-banked 5-mile circle track. The first impression of the scene was intoxicating to a car nut: Hey, there's a Dodge Magnum, looks just like the spy photos! There goes the next generation S-Class! We were shown the upcoming GL-Class and the next-generation M-Class SUVs. Those vehicles, as well as the future S-class circling the track, were lightly masked but easily recognizable while the "sport touring wagon" was heavily, almost comically, disguised. It looked like a giant black shoe box with a sloping hood.
My group of five folks and an engineer jumped into the future R-Class. The interior was well-crafted and amazingly roomy: I could stretch my legs out in the third row. Our moderator led us through the various obstacle courses around the grounds, switching drivers along the way. Finally we headed for the 5-mile circle. It was "Clockwise Day" which seemed strange to someone used to driving counterclockwise on oval tracks. Our leader cranked it up to an indicated 150 mph and took one hand off the wheel to demonstrate the wagon's stability. We were duly impressed.
We then each proceeded to take two laps each behind the wheel and several of us hit the magic 150 mph barrier. We were quietly cruising with six people aboard and blasting past Plymouth Neons on the inside lane doing endurance testing. The original R500 with the 302 hp V-8 had a governed top speed of 135 mph. The Benz engineers would not answer questions about this drivetrain. In retrospect ,I think it must have been the 503 hp V-8 from the planned R63 AMG under the hood.
We always said that the R-Class would make a great hearse…
Years later I think: Were we really doing 150 mph with six passengers in a prototype with a drag coefficient of Melissa McCarthy? Was the speedometer clocked? Or is driving on a banked, circular track as safe and easy as driving in a straight line? Regardless, I highly doubt there are many car companies who would allow a bunch of yahoos to drive their mock-up models at high speeds on their secret proving grounds. That day in Laredo was one of the highlights of my time in the car business.
Two years later when I first saw a production R-Class, I was shocked: it looked awful, a combo of awkward lines. I thought about Laredo. Were they hiding the R's styling from us because previous groups had given it a thumbs down? Or was Germany so proud of the edgy styling that they did not want it leaked? By disguising its looks, letting us behind the scenes to drive flat-out at their proving grounds, and not talking price or specs, were they guaranteeing that we each would vote an enthusiastic "yes" when asked if we would consider buying one, which we did?
I was pleased to see one suggestion from our focus group about the poor location of the third-row shoulder belt hanger had been addressed.
Daimler is now selling their Laredo test track. Note the 2-mile oval track inside the 5-mile circle track
The R-Class was released in the summer of 2005 to the sounds of crickets on the showroom floors. Press reactions were mixed, ("It's big and it's ugly, but inside it you can live like a king," said the Sunday Times.) Within 30 days of the launch, Benz had to add dealer incentives to counter consumer resistance to the base MSRP of $48,000 for the R350 and $55,500 for the R500. A constellation of factors led to the R-class being a rare failure for Daimler: high pricing, murky marketing and product positioning, mediocre gas mileage, the recession and most of all due to its undeniable ugliness.
Sales of the R-Class in the US peaked at 18,168 units in 2006, far short of the corporate objective of 50,000 sales per year. Less than 3,000 were sold each year between 2009 and 2011 before the car was discontinued in North America in 2012. The R-Class continues to be assembled in Mercedes' Alabama factory for sale in overseas markets. (US dealers toured the plant recently and upon seeing the R line, several joked, "Oh noooo, it's back!")
I had an R-Class company car in 2009 and it rode as well as I remembered, every bit an S-Class on the highway. Even better was the fact it was the CDI diesel variant with its gobs of torque and great gas mileage, a truly underappreciated engine.
I still think the R stands for Repulsive but if I could find one of those eighty 2007 R63 AMGs brought into this country…
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