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Man Maths: R107 Mercedes-Benz SL

4 months ago

Writer:

Wayne Bruce | Communicatons director

Date:

9 August 2025

It used to be in PR agency circles that when there was a quiet news month, and a needy client, the answer to get some quick coverage was to sponsor a vaguely topical survey, the intention being that the results get picked up by the media and the client mentioned in association.

Not by The Intercooler. Gosh no. But perhaps on local radio or as a news filler in a trade rag. The nation’s favourite song to sing to in the car, that sort of thing. Which is Bohemian Rhapsody, in case you’re wondering, according to a study by, erm, Vertu. [Sorry, Andrew and Dan.]

Now let’s pretend we’re working in a PR agency and our client, say, an oil company, wants to increase awareness in the classic car press. After mouthfuls of Haribo and caramel frappé, we come up with the stunning idea of commissioning a survey into why classic car owners bought their cars. I bet you five litres of synthetic 10W-40 that at number one would be nostalgia.

Nostalgia and classic cars are a powerful combination

Andrew already said on a recent pod following his visit to the Festival of the Unexceptional that the youngsters he met bought their Ford Orions because that’s what they remember their aunt driving. Indeed I got into Audis because that’s what my father drove. And well before anyone got around to translating Vorsprung Durch Technik.

The school car park will be another influence. I bet you can add your own fond memories in the comments section below. For me, I remember yummy mummies turning up in everything from an Opel Senator, sunroof open to show off its blue velour, to an E30 BMW 325i four-door in Dolphin Grey with the optional 15in BBS alloys and tilting rear headrests. But nothing could trump Andrew Frankl (not a typo, no relation whatsoever and spelled without the e), of Car magazine, collecting his son in a red Ferrari 512BBi. Borrowed, as it turns out.

Yet there is another important source of car nostalgia: TV and cinema. Again, I invite you to list the characters and cars that moved you most below, just not the obvious ones, please, like Bond and his Aston Martins. Let’s go properly niche. And for this Man Maths, I’d like to take you to a large white mansion in the state of Texas, 25 miles from Dallas. That’s a clue.

If you’re over 50 years old, you’ll know I’m referring to Southfork Ranch. If you’re not, let me quickly explain. Southfork was the home of the Ewings who made their on-screen fortune in oil. Maybe a PR agency helped, don’t know. On the driveway of Southfork was always a fine collection of cars. J.R., the best-remembered of the family, being an oil baron, had a succession of S-Classes before deciding to support the US car industry by getting a Cadillac Allanté. It didn’t save the car. His wife, Sue Ellen, also liked her Mercs and started with a 300TD, and when business improved, treated herself to a 500 SEC. His mother, Miss Ellie, always drove a blue Rolls-Royce Silver Spur. His naughty niece, Lucy, had a silver Triumph TR8, the US-only Rover-engined TR7. Sister-in-law, Pam, a black 911 SC Targa. Then there was his brother, big-haired Bobby, the heartthrob of Dallas… He blasted around in a R107 Mercedes-Benz SL with the plate EWING 4. Which is why I’ve wanted one ever since.

What a dream: a US-spec R107, just like Bobby's

The R107 generation of Mercedes-Benz’ SL was introduced in 1971 and with only a minor facelift in 1986 stayed in production for 18 years before being replaced by the R129. (Yes, the one driven by the late Princess of Wales, another nostalgic association.) With such a tenure, and Benz build quality, there are quite a few around. You can pay as little as £10,000. Or add a zero.  The price span is that big. There’s a range of straight-sixes and V8s. It offers a coupé and convertible in one with the removable hardtop. There was an optional rear seat but you can’t sit in it. All probably rust. But otherwise, they are as tough as two-doors get.

Lots of choice then. But I’d want one just like Bobby’s which means a 450 SL in Signal Red with Saddle Brown leather and the big US bumpers and four round headlights. I confessed this once to a group of cargeeky Americans and they suggested that we should, to quote His Trumpness, Do a Deal because they want the EU-spec bumpers and lamps and why would I want those large black protuberances? Well, for me, no other R107 will do. That’s nostalgia for you.

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