The Streets Of R-Ado

Steve Lynch
by Steve Lynch

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…

Steve Lynch
Steve Lynch

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  • Wscott97 Wscott97 on Oct 30, 2014

    I had a neighbor that bought brand new an R-class. As we were driving out to dinner, I accidentally said, I like your Pacifica. I thought I was going to have to walk home that night.

  • Socalduck Socalduck on Nov 04, 2014

    We've had an '06 R350 4Matic since new. Originally my wife's daily driver, it has now passed to the hands of our 16 year old daughter. Is it pretty? Not especially. Economical? Not particularly; six cylinders have to work pretty hard to move all this heft around. Fun to drive? Hardly, but handling is competent and predictable when it counts. Cheap to own? Actually, not too bad. Never stranded, no major unexpected issues, and just a couple minor warranty-related items when new. That's not to say it's cheap to fix, but we certainly have not experienced some of the horror stories of other owners. On long road trips or through snowy weather, the R still shines bright. Sit in the second row (early models only had captain's chairs, no 2nd row bench), and the experience is not unlike being in private jet. Overall, the ownership experience for us has been a good one.

  • Lou_BC Ironic, the Honda Ridgeline, a truck that every truck guy loves to hate is in 6th place.
  • 28-Cars-Later I keep forgetting I own it, but the space look on the ext cab reminds me of my 'Yota pickup of the same model year. I'm pretty sure there is some vintage of Hilux which features the same looking ext cab window (maybe '88?) its a shame these things are mostly gone and when available are $1,000,000,000 [INSERT CURRENT CURRENCY].
  • Sayahh Imagine if Ford had Toyota design and build a Mustang engine. It will last over 300k miles! (Skip turbo and make it naturally aspirated.) Maybe Yamaha will help tune it...
  • Sobhuza Trooper Isuzu's crime was to build some damn good trucks.Shame on them.
  • El scotto Listen, unless you were Lord Headly-Stempmoor or such when you got off the off the boat, boot in Canada, you got the short end of the stick. People got on the boat, these days a plane, to escape famine, becoming cannon fodder in yet another stupid war, or the government thought it was A-OK to let soldiers kill you. Juneteenth is just a way to right one of the more bad ideas in the American experiment. Instead we have commenters who were buying tater chips and diet soda at Wal-Mart and got all butt-hurt because they heard someone who wasn't speaking English. I'm going to go fix a couple of frankfurters with salsa and guacamole and wash them down with a lager or three
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