Mercedes-Benz Ponton
Sales Brochures and Pamphlets

In this group, photographs are the means used to convey the message. Often the photos were accented by skilled, subtle hand coloring for a more vibrant appearance because the use of color photography was not yet widespread. The result was an image that looked more like an accurate detailed painting of idealized contemporary life than an objective photographic representation of the subject.

The Type 180D pamphlet (above, right) is stamped with the dealer's contact information: "Ahr and Company" / Buffalo, New York.^[1]

In this example the hand coloring accents the accessories available at extra cost. Note the fog lamps, two-tone paint, rear seat, radio and ivory color steering wheel.

This brochure for the 219 sedan uses black and white for both the photograph of the car and the hand illustration of the engine. This conservative, static approach is informative, yet looks like an assignment directly out of technical art school when compared to the color photograph depicting human and equestrian models on the pamphlet cover for the 219 sedan (above, left).

With the 220SE coupé / cabriolet brochure, it becomes more difficult to tell if the photos were color enhanced by hand. If they were, was it to increase the alluring value of the imagery, or because the color film available at the time was not as saturated as desired?

A practical approach to selling product to US armed forces personnel while stationed in Germany. "Since you are already here, why not take home a useful souvenir?"

Courtesy: Dave Sandlin / February 22, 2003: A two-sided brochure of the Type 220S cabriolet and coupé utilizing black and white photography, technical specifications, marketing copy, and a hand illustration of the open cabriolet interior. Click on the images to enjoy the text. It makes reference to "Mercedes-Benz Sales, Inc. / South Bend 27 Indiana" and is stamped "November 13, 1959." This may have been after the time Studebaker-Packard went out of business and left Mercedes-Benz to fend for itself in the USA. Note the two tone paint job on the cabriolet. The small chrome separator sometimes found on the front fender which serves mainly to prevent the lower color from carrying over to the area below the headlight is absent from this car. Compare this to the painted illustration of the two tone Type 220S coupé above. Thanks to Dave Sandlin for providing this excellent example.

Some brochures and pamphlets used photography that was modified to a lesser degree than other examples. This gave the appearance of a spontaneous snapshot. A close inspection of the cover of the Spanish language version of the Type 180Db / 190Db pamphlet (above, right) reveals that the fog lamps may have received a little help from the artist's hand. The English version of the same pamphlet (click on the image) does not seem to show the same treatment. The fog lamps seems to be enhanced on the Spanish version.

Through the course of experimenting with different styles of displaying the product, this particular unembellished approach was to gain in popularity until it was the only one to survive the Ponton era.

The Ponton sedans above were obviously prepared for sale in North America. Note the turn indicators (US specification) below the headlamps and also the wide white wall tires. The building may be a Howard Johnson's restaurant (famous for its orange tiled roof). Finally, the USA map at the bottom of the brochure leaves no doubt as to where the economical Mercedes-Benz diesels would be driven.

Mercedes-Benz Type 190Db

Mercedes-Benz Type 190Db

The two postcards above show the prosperous, yet economically minded father showing off his pride and joy (the Mercedes-Benz Ponton diesel). Aside from the image background, which has obviously been edited, the color in these photos do not appear to be overly enhanced. The Type 190Db was produced from 6/1959 to 9/1961.

 

Full Line 1961

Here is a fold-out brochure (dated: 8/1961) that shows the full line of Mercedes-Benz passenger cars, which includes five new models. It is interesting to see the transitional nature of the models offered at this point in time. The 180Dc Ponton sedan, the 300d "Adenauer" sedan, 300SL roadster and the 190SL roadster were on their way out, while the Heckflosse models were giving a fresh new look to the line-up. Courtesy: Jeff Miller / December 4, 2004.

This photograph, taken from a folding pamphlet (dated: 12/1961) for the Type 220b sedan, is rich in symbolism. The dark Pontons are swiftly heading into the past, while we travel to a brighter future in a white Type 220b Heckflosse sedan! Certain Ponton sedans (Type W120 180c / W120 180Dc) were produced until 10/1962.

Footnotes

^[1] Ahr and Company was one of the more successful import car dealers in Buffalo, New York. Kenny Ahr started the dealership with the financial backing of a Mr. Jones (Jones Lumber Co.) in 1952 or 1953 at 1509 Hertel Avenue (at Sterling Avenue) in north Buffalo. Later, they moved to Main Street. Kenny died somewhat young, and Mr. Jones retained the original company name. Then, Rochford Harmon, a recent college graduate, was asked to run the business, which he did until 1962. They sold Mercedes-Benz, Jaguar, Porsche, Daimler, AC ("AC Cars Limited", previously "Autocarriers") and several other marques. When Mercedes-Benz merged with Studebaker-Packard, Ahr lost the Mercedes-Benz franchise. Eventually, Ahr and Company went out of business around 1963. Courtesy: Clifford J. "Jay" Lockrow Jr. (MGCCWNYC) / Hamburg, NY.

^[2] Tire specification chart courtesy Scott Gordon / January 31, 2003. Published here December 18, 2008.