A stunt featuring a 1979 Mercedes-Benz G-Wagon encased in 45 tons of resin coincides with the reveal of the all-new 2019 model.
Mercedes-Benz had not launched a new generation G-Class until earlier this year, January to be exact. The legendary SUV launched back in 1979 and changed minimally throughout the decades that followed. When it came time for a redesign, Mercedes-Benz knew it could not risk that much success; architectural updates were needed, however, to stay up-to-date.
In order to keep G-Class buyers interested, both loyal and future ones, the German automaker encased a 1979 model in 45 tons of resin in the shape of a cube and mounted it at the entrance of Detroit’s Cobo Hall at the North American International Auto Show. The sculpture measured over 18 feet long and 10 feet tall. It obviously was not built on the Cobo Hall steps, either. It had to be shipped approximately 4,000 miles from Germany to Motor City, U.S.
I really wish that I could’ve attended that show because to see this in the flesh would have been absolutely spectacular. Weighing a total of 52 tons, the Amber Cuba (as they call it) took 90 days to make. Each day, approximately 3 centimeters were added to the cube. There is no doubt in our minds that Daimler CEO Dieter Zetsche had to be beyond pleased with the result.
"According to Fortune, Mercedes-Benz says that the installation symbolizes “the timelessness of the off-road legend and makes a conscious reference to the natural phenomenon of insects preserved in amber.”"
While we don’t know much about the new G-class yet, a recent prototype shows that it as capable off-road as its previous models – if not more.
It is also expected to be more “civilized” on the road and offer a more spacious cabin with additional interior accommodations. The G-Class will retain its iconic, old-school vibe, while finally leaving the Mesozoic era and coming into the modern-day Cenozoic era.
Check out the official Mercedes-Benz teaser featuring the upcoming, new G-Class. The clip is entitled “The Amber Cube.”
What do you think about the stunt that Mercedes-Benz pulled to promote the new G-Wagon? Can you think of any other car manufacturer stunts that are similar in nature, in terms of teasing an upcoming model? Sound off in the comment section below.