1999 – 2020 Mercedes-Benz Automotive Sales & Marketing
Daimler AG (DaimlerChrysler AG) / Export-Sales & Marketing Car/Truck/Van/Bus, Stuttgart/Dortmund 1999 - 2010
Mercedes-Benz Ostendorf GmbH / Ostendorf Classic; Hamm 2011 - 2015
FahrzeugWerke LUEG AG / LUEG Classic; Essen 2016 - 2018
Mercedes-Benz Herbrand Niederrhein GmbH / Herbrand Classic; Krefeld 2018 - 2020
2011 - 2020 Classic Sales, Marketing & Service
Development of all relevant structures for classic-vehicle sales, service and restoration
Creation of complete process descriptions for trade and service
Sale / purchase of classic vehicles in an international network
Development of marketing, PR and sales concepts
Price and cost calculation for sales and restoration orders
Organization of classic car-specific customer events, training courses and exhibitions
Close contact with the Mercedes-Benz sales organization Germany / International
Press work with focus on classic-vehicles (press articles, social media: Youtube, Instagram, LinkedIn, Facebook, ...)
Worldwide network (vehicles and aftersales)
Europe-wide restoration network (parts, repair services)
Restoration of a W 111 280 SE convertible (1970); Ostendorf Classic
As of January 2011, Ostendorf Classic very quickly devoted itself to challenging vehicle projects. The 280SE convertible pictured here has been rebuilt from scratch. In particular, only the center tunnel, dashboard, window frame, doors and trunk lid remained of the original body structure. We rebuilt the body within 1 ½ years at enormous costs. The same applies to the engine, gearbox and axles which we repaired ourselves. All chrome parts have been re-galvanized. Anything that could not be repaired was procured and installed as a new part. Great attention was paid to originality. The Classic Data appraisal confirmed the perfect condition with the grade 1 (new condition or better), which is rarely given. The photo of the underbody after the restoration shows that the visual impression is one thing - the technical perfection is another.
As part of the restoration, research work had to be carried out for a year and a half in order to define the original delivery status. The aim here was not only to restore the optics, but also the technology to the state of 1937.
It turned out that, for example, the connecting rod bearing shells were cast directly onto the connecting rod in an alloy that is no longer used today. We found a specialist who was able to reconstruct this technique and apply it to our vehicle. This means that the vehicle we restored should be the closest 230n Roadster to the original of around 10 surviving examples worldwide.
Interesting detail: The radiator grille was in very poor condition when it was bought. We were able to restore the shape through galvanic copper plating and subsequent grinding. The weight has tripled - but the look has been perfected.
Restoration of the W 143 230n (1937) Roadster
This pre-war vehicle was a particular challenge, as it was only built in a number of 36 pieces, about which no documentation survived World War II in the archive of Daimler AG apart from a handful of photos.
The "Böhringer Pagoda" W113 230SL (1963)
When Ostendorf Classic bought this vehicle, it was in a pitiful condition - but it had an FIA vehicle pass for historic motorsport! It was also painted in a different color from the original. However, since it had all the necessary options and modifications for the historic motorsport, we gave it the look of the historical model: the 230SL Pagoda of Eugen Böhringer, with which he won the 1963 rally Spa-Sofia lounger. In order to ride it "leading the pack" in racing, we optimized the engine and chassis with contemporary tuning parts that were both FIA homologation and German historic-license-plate compliant. Personal note: I have never driven a Pagoda before or after this vehicle project that performed similarly good.
An eye for details is essential!
When restoring classic vehicles, it depends on the details and originality - but of course also on the quality of workmanship. If a slotted screw was installed ex works, this is of course also used for restoration, instead of a more modern cross-slotted or Torx screw. Not all wood-trim on a daschboard is the same either: as in the picture, a perfectly restored W111 Coupé has to look inside - and not different! The restoration of these parts takes about eight weeks due to the drying times of the 8-10 layers of paint.
Every brand and every company needs a face!
In addition to the brand image mark, visual language, all processes and structures in PR and communication, the naming and design of the logo also requires some attention and must match the brand essence in design and color. Here as an example the self-developed logo from Ostendorf Classic.
Following the once defined CI, the font, size and layout of all documents are of course also designed in the same look.
Recognition for customers is important here. The CI guidelines must be known to every employee and used in communication without exception. Affected documents besides exposés are invoices, offers, checklists, documentation ...
The picture below, which I took with an iPhone during my time at Herbrand Niederrhein GmbH & Co. KG, shows that a brand image mark can also vary. Coincidentelly, there were two 600 (W100) on the same lift as a few days earlier (see top of page) - now two Mercedes-Benz 300SL (W198). We used both photos in our print and online communication alternately.
Restoring and selling classic cars is one thing - giving your company a recognizable face is another. During my time at FahrzeugWerke LUEG AG, I put the company's own history and the tradition of vehicle construction (170 station wagons; the predecessor of all Mercedes-Benz T-models built in Bochum) into the focus of communication under the concept of “ future needs heritage”. A historic picture mark for recognition was also defined and staged with a photo from the company archive for communication activities.
For events, one of the last 170 station wagons owned by the company was restored, which was also used for exhibitions and trade fairs together with the 300d Adenauer, which was owned by the company, too.
...any questions? Feel free to contact us by email or phone!
Photos: FahrzeugWerke LUEG AG, Bochum; Ostendorf GmbH, Ahlen; Christian Nikolai