The History Behind The Mercedes-Benz Brand And The Three-Pointed Star

Wimmer submitted on 04/22/2008 Official AutoSpies Timestamp: 7:56 AM
from: www.emercedesbenz.com

[33] user comments | category: Misc News

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The history behind the Mercedes-Benz brand and the three-pointed star

Gottlieb Daimler and Carl Benz

The invention in the 1880s of the high-speed engine and the automobile enabled Gottlieb Daimler and Carl Benz – independently of one another – to lay the foundations for the motorization of road transport. With the help of financial backers and partners, they both invested their private developments in their own enterprises – in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890.

In order to gain publicity and a certain distinction for their products, both companies sought a suitable trademark. To begin with, the inventors used their own names – “Benz” and “Daimler” – which vouched for the origin and quality of the engines and vehicles. The trademark of the Mannheim-based company Benz & Cie. remained unchanged, except that in 1909, the cog wheel symbol which had been used since 1903 was replaced with a laurel wreath surrounding the name Benz. But the turn of the century brought a completely new brand name for products from Daimler-Motoren-Gesellschaft (DMG) in Cannstatt: “Mercedes”. So what is the origin of this name?

Emil Jellinek becomes involved

Mercédès – a Spanish girl’s name meaning ‘grace’ – was the name of the daughter born in 1889 to the Austrian businessman, Emil Jellinek, who had homes in Baden near Vienna and Nice.
A progressive thinker with an interest in sport, Jellinek turned his enthusiasm to the dawning age of the automobile, an invention he knew would be of key importance for the future. As early as 1897, he made the journey to Cannstatt to visit the Daimler factory and ordered his first Daimler car – a belt-driven vehicle with a six-hp two-cylinder engine.

But the car, delivered in October 1897 and with a top speed of 24 km/h, was soon too slow for Jellinek. He demanded 40 km/h and ordered two more vehicles. Supplied in September 1898, the two Daimler Phoenix cars with their front–mounted eight-hp engines were the world’s first road vehicles with four-cylinder engines.

Emil Jellinek had good contacts with the worlds of international finance and the aristocracy and became increasingly active as a businessman. In 1898, he began to promote and sell Daimler automobiles, in particular, within the higher echelons of society. In 1899, DMG supplied Jellinek with ten vehicles; in 1900, he received as many as 29.

Jellinek demanded ever faster and more powerful vehicles from DMG. From 1899, he entered these in race meetings – first and foremost of which was the Nice Week – where he would race under his pseudonym Mercédès - the name of his daughter, ten years old at the time, and a name that was well known in motoring circles. In the early days, the name referred to the team and driver – not to an automotive brand.

At the beginning of April 1900, Jellinek made an agreement with DMG concerning sales of cars and engines and the decision was taken to use the Jellinek’s pseudonym as a product name. In addition, it was agreed that a new engine “bearing the name Daimler-Mercedes” was to be developed. Two weeks later, Jellinek ordered 36 of the vehicles at a total price of 550,000 marks – a sizeable order even by today’s standards: in 2005, this total would have been equivalent to 2.3 million euros. Just a few weeks later, he placed a new order for another 36 vehicles, all with eight-hp engines.

The first Mercedes and the new trade name

The first vehicle to be fitted with the new engine, a 35-hp racing car, was delivered to Jellinek by DMG on December 22, 1900. This first ‘Mercedes’, developed by Wilhelm Maybach, the chief engineer at DMG, caused quite a stir at the beginning of the new century. With its low center of gravity, pressed-steel frame, lightweight high-performance engine and honeycomb radiator, it featured numerous innovations and is regarded today as the first modern automobile.

The Nice Week in March 1901, during which the Mercedes vehicles were found to be unbeatable in virtually every discipline, attracted enormous publicity for Jellinek and the Mercedes. In March and August 1901, the 12/16-hp and 8/11-hp sister models appeared. Jellinek’s orders soon stretched the Daimler plant in Cannstatt to full production capacity.

On June 23, 1902, ‘Mercédès’ was lodged as the trade name and this was legally registered on September 26. From June 1903, Emil Jellinek obtained permission to call himself Jellinek-Mercedes, commenting that “this is probably the first time a father has taken his daughter’s name.”

The origin of the star

DMG now had a successful brand name, but still lacked a characteristic trademark. Then Paul and Adolf Daimler – the company founder’s two sons, and now senior executives at DMG – remembered that their father, who had died in March 1900 shortly before his 66th birthday, had once used a star as a symbol.

Gottlieb Daimler had been technical director of the Deutz gas engine factory from 1872 until 1881. At the beginning of his employment there, he had marked a star above his own house on a picture postcard of Cologne and Deutz, and had written to his wife that this star would one day shine over his own factory to symbolize prosperity.

The DMG board immediately accepted the proposal and in June 1909, both a three-pointed and a four-pointed star were registered as trademarks. Although both designs were legally protected, only the three-pointed star was used. From 1910 onward, a three-dimensional star adorned the radiator at the front of the car.

The three-pointed star was supposed to symbolize Daimler’s ambition of universal motorization – “on land, on water and in the air”. Over the years, various small additions were made. In 1916, the tips were surrounded by a circle, in which four small stars and the word Mercedes were integrated, or alternatively the names of the DMG plants at Untertürkheim or Berlin-Marienfelde.

In November 1921, DMG applied for legal protection of utility patents for new variations on their trademark and lodged with the patent office a three-dimensional three-pointed star enclosed in a circle – which included the design intended for use on the radiator grille. It became a registered trademark in August 1923.

A star guiding motorists everywhere

The period of inflation after the First World War meant a difficult time for sales – especially of luxury goods such as passenger cars – and had serious repercussions on the automotive industry. Only financially strong companies with well-established brands were able to survive – although even these were frequently forced into mergers and cooperative ventures. It was in this way that the former rivals, DMG and Benz & Cie., formed a syndicate in 1924 in order to standardize design and production, as well as purchasing, sales and advertising, and thereby remain competitive.

During this period, the two companies generally marketed their products jointly, although still under separate trademarks. Two years later, in June 1926, the two oldest motor manufacturers merged to form Daimler-Benz AG.

At this point a new trademark was designed, which brought together the main characteristics of both the existing emblems – the world-renowned three-pointed star belonging to Daimler-Motoren-Gesellschaft was surrounded with its trade name ‘Mercedes’ as well as that of the equally famous name ‘Benz’, whose laurel wreath entwined the two names together.

This trademark, which has changed little over the decades, still adorns Mercedes-Benz vehicles and has come to represent quality and safety on roads everywhere. And throughout the world the name ‘Mercedes-Benz’ is synonymous with tradition, innovation and the future of the automobile. Read Article

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Willis - 4/22/2008 10:51:21 AM

+4 Boost

What a boring history filled with nothing exciting and innovative. Just Toyota fancying up some cars, slapping on leather and a hefty price tag and calling it "Lexus" and then shoving a bunch of marketing down our throats. Wow, my heart rate didn't even take off when reading your little Lexus history lesson. In fact I was on the verge of dying of complete and utter boredom.

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enthusiastx11 - 4/22/2008 11:29:19 AM

-2 Boost

snore....

all just marketing blather on top of boring--but really reliable--cars.

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theoptimisticpessimist - 4/22/2008 2:30:33 PM

+1 Boost

Your comments make good comedy, especially when 6 of 8 of your comments are "make believe"

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Monk - 4/22/2008 3:10:12 PMView My AgentSpace

+1 Boost

DAVID989 re-incarnated

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altdude - 4/22/2008 6:27:54 PM

+1 Boost

So essentially, Lexus has no history to speak of and came out of nowhere. Most of them are reliable (except for the GS- a friend's father had an '05 and it was in the shop more than on the road, he traded it for a Cayenne S), but they're also about as interesting as a Buick. Not necessarily a bad thing, but it does suggest Americans like plain cars.

And uh, what defines an 'American luxury consumer'? And if 90% (as any professor would say, cite sources!) of them bought Lexus in the 'mid-90's' (no years?), why do I see more mid-90's BMW's on the road? Okay, my rant's over...

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Kinger - 4/23/2008 7:44:28 AM

+1 Boost

"Founded in 1989, immediately dominates luxury market in North America and Europe"

lol, Lexus still is barely on the map in Europe, and what happened between 1990 and 2000? And as for the SC430, the car TopGear called the worst car on sale in Britain, give me a break!! This post could only be posted by someone who is mocking the Lexus fans on this site or someone who is totally delusional....

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Htay7500 - 4/23/2008 6:47:30 PM

0 Boost

you're funny goObama.

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FactsRule - 4/24/2008 9:18:33 AM

+1 Boost

LMAO at GoObama!! You must be off your meds dude!!

Lexus admits that it copies and tries to emulate MB and BMW...

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MadibaP - 4/22/2008 10:25:44 AM

-11 Boost

And in the 80's they started making their cars out of scrap metal and glue using blind labor. But the fact that they had become unreliable junk with even worse backup service never stopped the crowd of blind buyers who lined up, believing that because Merc were once good they would always remain good. Indeed the tale of the emperors new clothes was played out in real life!

However fortunately for the world Lexus was created by Toyota, and have taken over the role of producing the ultimate in luxury and quality motoring. Although many swear the emperor is not naked, the wise and the discerning have not been fooled and Lexus has grown to be the number one.

The end.

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Hwany - 4/22/2008 10:34:55 AM

+8 Boost

Yet another idiot.

FactsRule - 4/24/2008 9:25:15 AM

+1 Boost

For someone who, in your own words on another post on this site "doesn't give a damn about Japanese cars" you sure are supporting Lexus!

You must have "Clueless Bloggers Syndrome"!!

w209w114 - 4/22/2008 10:42:01 AMView My AgentSpace

+7 Boost

This is why I love Mercedes-Benz. History and Heritage are priceless.

Billions of dollars could buy you a fancy name but not a rich and influential history.

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MadibaP - 4/22/2008 10:48:47 AM

-10 Boost

The Emperor is not naked!

hybridfarce - 4/22/2008 1:08:50 PM

+6 Boost

^ ^ ^ ^
HOUSTON CUTIE has been re-incarnated!

Anthony - 4/22/2008 12:42:20 PM

+3 Boost

What automotive NEWS does this "article" entail?

We all know the history of Mercedes already. I question the motives behind this posting. One must have known that all the Lexus clowns would make the situation even worse with their comments.

This is lame.

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TataPower - 4/22/2008 1:43:13 PM

-1 Boost

Just goes to show how little Mercedes has to offer these days when their "news" is history.

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answer - 4/22/2008 2:47:08 PMView My AgentSpace

-3 Boost

Public service announcement:

To all Benz owners. Please remove the damn Daimler signature sticker from your windshield if you haven't already. It looks tacky.

Thanks.

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Monk - 4/22/2008 3:13:05 PMView My AgentSpace

0 Boost

wtf there's nothing wrong w/ those

answer - 4/22/2008 4:41:05 PMView My AgentSpace

0 Boost

It's like keeping the dealer sticker or airbag warning sticker on a car.

They're meant to be removed after purchase.

And, again, leaving it on is tacky.

answer - 4/22/2008 2:48:51 PMView My AgentSpace

+3 Boost

Also,

To the internet service provider that currently gives service to GoObama: Please stop.

Thanks.

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Milton - 4/22/2008 4:37:31 PM

0 Boost

Mercedes-Benz is the brand that defined "luxury"

Thank you for making such great cars and making the roads safer for everbody...

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Milton - 4/22/2008 4:38:49 PM

0 Boost

My hat’s off to them...

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simmonsdp - 4/22/2008 5:58:01 PM

0 Boost

Yes a legendary car maker!!!

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1BadMan - 4/22/2008 6:03:34 PM

+1 Boost

Slow day or what? But it IS nice to see something about a real car company other than that Toyota lie on this site. Heritage is not something someone can create with an ad agency. Have a look at the new CL. Stunning to look at. With 4-matic coming! Go MB!!!

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altdude - 4/22/2008 6:18:43 PM

-1 Boost

In our experiences Mercedes have been nothing but 100% reliable. My mother drives a 1995 E-class, and it's been perfectly reliable, other than the sunroof which is intermittent. My sister drives an '85 300D turbo, which has also been rock solid. Only issues are the AC failed a long time ago, and of course, the sunroof (I guess they go easily...).

I like how MB has a commitment to it's past and existing clientèle. When my sister's car passed 155k miles (it's now over 260k), she was able to get an award from them to affix to the grille, complete with a book illustrating the history of Mercedes cars. At the dealer they've told us what a great car it is, and encouraged us to hang onto it (they could have easily pushed us to look at a new one).

I like a company that stands by their product and supports their customers. They're not elitist (like I found Audi to be), and they seem to be well-organised.

Yes, for a while their cars weren't perfect (M-class, 2000 S-class), but they've gotten a lot better- if the new C-class has anything to say for it.

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EI34 - 4/22/2008 7:45:00 PM

0 Boost

Whenever I see the 3-pointed star I get all wet. MB has the best cars ever! ;->

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simmonsdp - 4/23/2008 6:29:44 AM

+2 Boost

Oh now, your being silly again.........

nine - 4/22/2008 10:17:34 PMView My AgentSpace

+2 Boost

Very good, Go0bama.

I just need to change a few things to your little supposed historical article on Lexus - just a few suggestions.

1. Create your own story about Lexus *cough* Toyota *cough* manufacturing luxury cars.
2. Express your displeasure in this article elsewhere.
3. Compare the 100+ years that Mercedes-Benz has been around for to the 17+ years that Lexus has loitered around for.
4. They build good cars, I'm not denying it, I love the Lexus LS460, but nobody gives a half a crap about your little post.

Have a nice day.

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nine - 4/22/2008 10:19:17 PMView My AgentSpace

+2 Boost

And by the way, since when has Lexus dominated European markets? Yeah, maybe the North American ones, but European?

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