SL/R232: AMG SL positioning in MB's own words
Thread Starter
Senior Member
Joined: Feb 2014
Posts: 339
Likes: 205
From: Miami/Washington DC
2022 AMG SL63, 2015 Ferrari 458 Spyder, 2021 ALPINA B7
AMG SL positioning in MB's own words
By pure coincidence I came across this December 2021Car and Driver article in which MB explains the positioning of the SL.
https://www.caranddriver.com/feature...l-reasons-why/
So, in the words of the Marketing gods at MB the owners of SL's are old men with too much money who enjoy being on Rodeo Drive Patrol!
If that really is how MB sees us?
However, it does explain why they kept the SL moniker and the extreme pricing.
I truly wish I had seen this before.
https://www.caranddriver.com/feature...l-reasons-why/
So, in the words of the Marketing gods at MB the owners of SL's are old men with too much money who enjoy being on Rodeo Drive Patrol!
If that really is how MB sees us?
However, it does explain why they kept the SL moniker and the extreme pricing.
I truly wish I had seen this before.
MBWorld Fanatic!
Joined: May 2020
Posts: 2,838
Likes: 1,601
From: Florida
I don’t see the issue with the article. The AMG SL has always been expensive, regardless of model year/generation (A 2003 SL55 was $118k, roughly $191k in 2023 dollars). The Mercedes rep stating that most SL owners are very wealthy is no surprise nor an insult. If anything the article spins MB in a better light considering they know that SUV’s sell and the SL doesn’t, but they still made one anyways.
Originally Posted by Car and Driver
"There is the rational segmentation, seeing the SUVs increasing and taking higher market share. On the other hand, we have these special customers who really love to have this kind of roadster," says Knoller. "They have these special moments in life where they just want to have fun with their friends. So, we need a special kind of car to be able to give them goosebumps in those moments."
MBWorld Fanatic!
Joined: Oct 2010
Posts: 8,120
Likes: 4,351
From: Corona Del Mar, CA
2019 SL450, 2019 E450 Luxury Trim Wagon, 2024 BMW I7 xDrive60
I don’t see the issue with the article. The AMG SL has always been expensive, regardless of model year/generation (A 2003 SL55 was $118k, roughly $191k in 2023 dollars). The Mercedes rep stating that most SL owners are very wealthy is no surprise nor an insult. If anything the article spins MB in a better light considering they know that SUV’s sell and the SL doesn’t, but they still made one anyways.
A truly new SL, that was a logical extension and significant improvement over the R231–and every SL since 1963–is what MB should have designed & built, in house, without palming it off to AMG. It should have been a true, ultra comfortable, ultra luxurious, top down cruiser, with the accent being on continuation of the traditional line—retractable hardtop and all—and not pavement scorching performance .The R232 may be badged “SL,” but true enthusiasts of the model know it really is a SLINO.
MBWorld Fanatic!
Joined: Jan 2013
Posts: 1,170
Likes: 413
From: Irvine, California
2022 AMG SL63
By pure coincidence I came across this December 2021Car and Driver article in which MB explains the positioning of the SL.
https://www.caranddriver.com/feature...l-reasons-why/
So, in the words of the Marketing gods at MB the owners of SL's are old men with too much money who enjoy being on Rodeo Drive Patrol!
If that really is how MB sees us?
However, it does explain why they kept the SL moniker and the extreme pricing.
I truly wish I had seen this before.
https://www.caranddriver.com/feature...l-reasons-why/
So, in the words of the Marketing gods at MB the owners of SL's are old men with too much money who enjoy being on Rodeo Drive Patrol!
If that really is how MB sees us?
However, it does explain why they kept the SL moniker and the extreme pricing.
I truly wish I had seen this before.
That may be the implication of the writer of the article, but nowhere does Mercedes-Benz say or imply that. The television and print ads have all been aimed at a very different segment... a quite young and affluent crowd. Additionally, the numerous videos from AMG manufacturing with extended segments on the design, architecture, and engineering of the new SL show quite a different picture as to what the car is and to whom it is marketed. Nothing like the old stereotype.
Member
Joined: Sep 2020
Posts: 90
Likes: 58
From: Hillsborough NC
2022 AMG SL63, 992 GT3, Taycan Turbo, 1966 Shelby Cobra, Ford Raptor, KTM 1290 Super Duke R Evo
I wonder how many people have an SL as their only car; I would guess very few, and the car listings under forum members' thumbnails support that view. If that's the case, then an SL likely means different things to different people: for some, it's their high-end sports car, for others, a luxurious roadster for relaxed fun, and so on. Each to their own. Mercedes must have a pretty firm understanding of their clientele and -- I'm guessing -- are economizing by combining the GT and SL segments into one platform while trying hard to differentiate the two with tunes, interiors, and the like.
Thread Starter
Senior Member
Joined: Feb 2014
Posts: 339
Likes: 205
From: Miami/Washington DC
2022 AMG SL63, 2015 Ferrari 458 Spyder, 2021 ALPINA B7
I don’t see the issue with the article. The AMG SL has always been expensive, regardless of model year/generation (A 2003 SL55 was $118k, roughly $191k in 2023 dollars). The Mercedes rep stating that most SL owners are very wealthy is no surprise nor an insult. If anything the article spins MB in a better light considering they know that SUV’s sell and the SL doesn’t, but they still made one anyways.
So, the new GT will be based in the SL chassis and will be a purebred sports car, however, if you have a soft top, the same chassis but with the same engine displacement the job is to take your couch on the road and patrol Rodeo Drive - seriously ?!?!? And by the way there are certainly enough magazines accusing this car of having a very rough ride and it is being side by side compared to a Porsche Turbo.
How does all this make any sense? I think MB wants their cake it too and tries to back into a rationale.
MBWorld Fanatic!
Joined: May 2020
Posts: 2,838
Likes: 1,601
From: Florida
Except that line was written by the author from Car and Driver, not a statement made by MB.
Trending Topics
MBWorld Fanatic!
Joined: May 2020
Posts: 2,838
Likes: 1,601
From: Florida
That’s just it: They DIDN’T make one! To long time SL owners (got my first in 1974) this new car is an SL in name only. What it really is, is a tarted up, softened up AMG GTC. Now we see that the new AMG GT Coupe will be BASED on the new SL platform. Surprise, surprise!
A truly new SL, that was a logical extension and significant improvement over the R231–and every SL since 1963–is what MB should have designed & built, in house, without palming it off to AMG. It should have been a true, ultra comfortable, ultra luxurious, top down cruiser, with the accent being on continuation of the traditional line—retractable hardtop and all—and not pavement scorching performance .The R232 may be badged “SL,” but true enthusiasts of the model know it really is a SLINO.
A truly new SL, that was a logical extension and significant improvement over the R231–and every SL since 1963–is what MB should have designed & built, in house, without palming it off to AMG. It should have been a true, ultra comfortable, ultra luxurious, top down cruiser, with the accent being on continuation of the traditional line—retractable hardtop and all—and not pavement scorching performance .The R232 may be badged “SL,” but true enthusiasts of the model know it really is a SLINO.
MB World Stories
The Best of Mercedes & AMG
Manual Mercedes? 6 Times Sindelfingen Let Drivers Have All The Fun
Verdad Gallardo
Mercedes SLR McLaren 722 S Is Extremely Rare Example Modified by McLaren
Verdad Gallardo
8 Classic Boxy Mercedes Designs That Have Aged Like Fine Wine
Verdad Gallardo
Flawlessly Restored Mercedes 190E Evo II Heads to Auction
Verdad Gallardo
Electric Mercedes C-Class Unveiled: 11 Things You Need to Know
Verdad Gallardo
Mercedes EQS Gets A Major Update: Everything You Need to Know
Verdad Gallardo
5 Underrated Mercedes-Benz Models That Don't Get the Love They Deserve
Verdad Gallardo
Mercedes 300D Has Pushed Well Past 1 Million Miles and It Ain't Stopping
Verdad Gallardo
10 Most Reliable Mercedes-Benz Models You Can Buy Used
Verdad Gallardo
MBWorld Fanatic!
Joined: Oct 2010
Posts: 8,120
Likes: 4,351
From: Corona Del Mar, CA
2019 SL450, 2019 E450 Luxury Trim Wagon, 2024 BMW I7 xDrive60
Thread Starter
Senior Member
Joined: Feb 2014
Posts: 339
Likes: 205
From: Miami/Washington DC
2022 AMG SL63, 2015 Ferrari 458 Spyder, 2021 ALPINA B7
"Mercedes's own model proliferation has also had a cannibalizing effect. "When you look at the U.S. market, think you have to include, in addition to the core segment, we've offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster," Knoller says. Two-door S-classes have been eliminated, and the GT will become even more of a purebred sports car, ideally leaving more room for the SL to fulfill its mission of patrolling the world's Rodeo Drives.
Super Moderator
Joined: May 2002
Posts: 10,534
Likes: 3,669
From: Land of 10,000 lakes
AMG GTC Roadster, E63s Ed.1, M8 Comp. Coupe
Michael Knoller is the Head of Global Marketing for AMG Mercedes Benz - they way I read this article Car and Driver is printing what they heard Knoller say,
"Mercedes's own model proliferation has also had a cannibalizing effect. "When you look at the U.S. market, think you have to include, in addition to the core segment, we've offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster," Knoller says. Two-door S-classes have been eliminated, and the GT will become even more of a purebred sports car, ideally leaving more room for the SL to fulfill its mission of patrolling the world's Rodeo Drives.
"Mercedes's own model proliferation has also had a cannibalizing effect. "When you look at the U.S. market, think you have to include, in addition to the core segment, we've offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster," Knoller says. Two-door S-classes have been eliminated, and the GT will become even more of a purebred sports car, ideally leaving more room for the SL to fulfill its mission of patrolling the world's Rodeo Drives.
MBWorld Fanatic!
Joined: Jan 2013
Posts: 1,170
Likes: 413
From: Irvine, California
2022 AMG SL63
Michael Knoller is the Head of Global Marketing for AMG Mercedes Benz - they way I read this article Car and Driver is printing what they heard Knoller say,
"Mercedes's own model proliferation has also had a cannibalizing effect. "When you look at the U.S. market, think you have to include, in addition to the core segment, we've offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster," Knoller says. Two-door S-classes have been eliminated, and the GT will become even more of a purebred sports car, ideally leaving more room for the SL to fulfill its mission of patrolling the world's Rodeo Drives.
"Mercedes's own model proliferation has also had a cannibalizing effect. "When you look at the U.S. market, think you have to include, in addition to the core segment, we've offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster," Knoller says. Two-door S-classes have been eliminated, and the GT will become even more of a purebred sports car, ideally leaving more room for the SL to fulfill its mission of patrolling the world's Rodeo Drives.
