Skip to main content

Rubin Howard

The Mercedes-Benz R107 SL is instantly recognizable, and world renowned; a celebrity among cars, if you will. This SL of the 1970s and 1980s was the vehicle of choice for celebrities, sports figures, and supermodels alike. While the R107 was often parked on Rodeo Drive or wafting down Sunset Boulevard, there was much more to the provenance of the car. This car was not just a production assistant on set, it was a co-star.

In fact, the R107 has made so many appearances on the big screen and on air, it should have been nominated for an Oscar in its supporting role. The limelight does not end there, as the R107 has been a picture car of choice for dozens of editorial magazine photo shoots, fine art photography, and multiple album covers. 
 
The car with star power
 
Once you slip behind the wheel of an R107 you will begin to understand the sex appeal behind  this open-topped two-seater. Ringo Starr, Bob Marley, David Bowie, and Peter Criss of Kiss all owned R107s at one time or another. English singers Heather Small and Jay Kay are SL aficionados. Disco Queen Donna Summer drove a 1976 450SL. Madonna drove a 1986 560SL, where she was famously photographed behind the wheel accompanied by Michael Jackson. The car was given to her by Sean Penn, her husband at the time. The singer Lana Del Rey can still be spotted driving around Malibu in her 560SL. One of her album covers, “Ultraviolence,” features her R107 as the cover art.
 
Soccer player Kevin Keegan had one, as did Gerd Müller and Glen Hoddie. Baseball player Duane Kuiper owned one. Grand Prix racing driver Jean-Pierre Jarier drove an R107 SL when he was not out on the track. 
 
There are several iconic photographs of martial artist/actor Bruce Lee leaning on his 450SL. Actors Uschi Glas and Jude Law as well as political writer and actor Ben Stein each owned an R107. Even Playboy's Playmate of the Year for 1974 Cyndi Woods posed in a pink dress in front of her white 450SL. 
 
And in the world of people who are famous just for being famous, Robert Kardashian owned a 560SL (You can buy the vehicle data card for his 560SL on eBay for $1000). There is a recent photo of the Kardashians sitting on a white 560SL with the license plate “2 DIE 4”, which was taken as a tribute to Kris Jenner’s former R107. The Kardashians sought after another R107 to bring back nostalgic memories of their childhood; a gesture that brought Kris Jenner to tears. 
The list is surely longer, but the human connection to the R107 chassis is part of what makes this generation SL so glamorous. Everyone has a story, memory, or connection to an R107, whether it be big or small. 
 
Ready for its close-up
 
The R107 has an impressive reel on the big screen. Perhaps the best-known R107 feature is in the television series Dallas which ran from 1978-1991. The “Bobby Ewing Car,” as it is affectionately called, is a red 1976 Mercedes-Benz 450SL, that was later replaced with a 1981 380SL as the show progressed. Another iconic TV series spotlighting an R107 is Hart to Hart (1979-1984), featuring a primrose yellow 450SL used throughout the entire run of the show. 
 
Not only a television star, the R107 has been featured in many films. One of the most famous is American Gigolo (1980) featuring Richard Gere. The beginning of the film is a montage of the quintessential SL lifestyle to the soundtrack of Blondie’s “Call Me,” R107 glory shots, and Richard Gere in his prime. The film created controversy in the world of R107 enthusiasts, since the car in the movie was missing its sun visors and headrests. 
 
The R107 feels right at home roaming through the streets of Beverly Hills in the first and second Beverly Hills Cop movies (1984, 1987). Axel Foley, the Detroit detective visiting Los Angeles on “business," asks his long-lost acquaintance, “Is this your car?” pointing at a beautiful red-over-palomino Mercedes-Benz 380SL. Jenny replies “Oh no, in Beverly Hills we just take whichever car is closest.” The car actually helps the plot development by insinuating that Beverly Hills is an a-la-carte community of luxury vehicles at one’s disposal. Next time you are behind the wheel of your R107, play “Axel F” – the Beverly Hills Cop theme song. 
 
A few years later, upon the release of Beverly Hills Cop II, we have yet again another celebrity appearance from our favorite picture vehicle. This time around we are graced by the presence of a white over medium red 560SL stopped by the side of the road due to mechanical issues. Brigette Nielsen’s character stands by her Mercedes, waiting for her plan to unfold. When her target pulls over to assist her with her troubles, he naively asks her “Is it getting gas?” Which in retrospect is quite ironic, since the 560SL is notorious for not getting fuel to the engine if they sit for a while. Long story short, there is bloodshed on the hood of a Benz. 
 
There are many other movies and TV shows featuring the R107. Miami Vice (1984-1989) features all types of 1980s Mercedes. Fans of Top Gear’s stepchild, The Grand Tour, can be amused by an episode in which the three lads, Jeremy Clarkson, Richard Hammond and James May, tool around in a lifted 350SL. Then there’s Mark Cherry’s stylish 2019 television series “Why Women Kill” with Lucy Liu rocking a super-fine 1980s R107.
 
Why so photogenic?
 
The R107’s design is very easy to love. Clean, smooth lines taper to the rear of the car and end gracefully. The lines are simple, yet significant. The belt line of the R107 is very practical; perfect for resting your arm as you drive along. The well-upholstered interior with soft touch surfaces, pleated leather seats, and charming headrests makes the R107 a very good car for fashion or editorial photo shoots and advertisements. 
 
It is not uncommon to notice an R107 as the picture car in an advertisement. Dozens of marketing campaigns have entrusted the R107 SL to enhance the appeal of their products. Designer brands such as Ralph Lauren, Gucci, and of course the Mercedes-Benz Lifestyle Collection have used the R107 to appeal to their demographics of consumers. 
 
The R107’s appeal does not end with advertising, as the R107 has caught the eye of artists. Fine art photographer Tony Kelly has transformed his affection for the R107 SL into a stunning compilation of photographs illustrating high-life glamour and the dreamy reality that was old-world Hollywood. His fine art photography includes a car submerged in a swimming pool with an exceptionally dressed gentleman standing above, an R107 trunk variously filled to the brim with Hermès handbags, stilettos, or women (and sometimes all three). 
 
Kelly has an upcoming project involving gridlock made of 107s being driven by chic supermodels. As Kelly says, “If any German in history could rightfully be described as a naturalized American, it would be the R107 roadster. It all makes sense when you get behind the wheel of this beauty and put the roof down!” 
 
Speaking of putting the roof down on your R107, there is a song for that. Whether you are a country fan or not, you cannot help but love the song “80s Mercedes" by Maren Morris. “Still runs good, built to last – moves like a hula girl on the dash – she ain’t made for practicality – yeah, I guess she’s just like me.” The song perfectly describes what it is like to be behind the wheel of an R107 SL. The freedom, the joy, the nostalgia, and the sex appeal. Maren Morris hit the nail on the head. “I’m a ‘90s baby – in my ‘80s Mercedes.”