1. The global debut of the Mercedes R129 SL: A new era in Japan

2. The Japanese market: Exclusivity and status

3. A tougher debut

4. Upgrades and price evolution

5. Luxury amid recession

6. Luxury beyond real estate

The global debut of the Mercedes R129 SL: A new era in Japan

The launch of the Mercedes R129 SL in late 1989 marked a pivotal shift in the luxury roadster market. As one of the most advanced open-top GT cars of its time, the 500SL arrived in key global markets with much anticipation — and even more sticker shock.

The Japanese market: Exclusivity and status

Sales in Japan commenced in November 1989, with the previous-generation R107 560SL priced at approximately €85,000 giving way to the new R129 500SL at €91,000. In a market where the entry-level 190E cost around €25,000, the SL represented an elite tier. But the price was deemed justified.

By 1991, the 500SL’s price in Japan had risen significantly to about €105,000. Despite the price hike, the SL’s allure was unmatched — especially considering that an AMG six-litre version, tuned to nearly 400 horsepower, sold for an eye-watering €163,000.

A tougher debut

Australian enthusiasts had to wait until June 1990 for the SL’s debut — unfortunately just after a steep luxury car tax was introduced. The previous 560SL had sold for about €108,000, while the new 500SL launched at around €150,000. This placed it well above many rivals:

• Ferrari 328 GTS: €113,000

• Porsche 911 C2 Cabriolet: €100,000

• Jaguar XJ-SC V12: €87,000

• Saab 900 Cabriolet: €47,000

Only one model grade was offered, fully loaded with technology — including ADS suspension, traction control, and an integrated radio/CD player. Still, there was no alarm system or 2+2 seating due to Australian design regulations. Despite that, demand was overwhelming: 150 units were allocated for the first year, but 400 firm orders quickly built a three-year waiting list.

Upgrades and price evolution

Throughout 1991, Mercedes made a series of engineering and cosmetic upgrades to the R129, beginning with the introduction of a 100Ah battery and improved rear axle shafts for better traction control. Prices rose across the board by about 7% in Germany. The 500SL’s German price climbed to around €72,300, while the 300SL started from €52,400.

Option prices also crept upward:

• Four-speed automatic transmission: €1,430

• Five-speed automatic: €2,200

• Limited-slip differential (ASD): €900

• Cruise control: €320

• Leather upholstery: €1,050

Audio upgrades included new Becker systems costing between €510 and €1,220, paired with manual aerials and enhanced speaker setups. Some options, like the armrest-mounted telephone, were dropped in favor of newer center-console integrations.

Luxury amid recession

In the U.S., prices were similarly steep — and rising. The 1991 500SL cost about €82,500, with a $2,100 (€1,850) Gas Guzzler Tax on top. The 300SL, whether manual or automatic, ranged from €69,500 to €70,500. Still, for the American buyer, the R129 finally came with most of the European options: ADS suspension for €3,400, traction control at €2,200, heated seats for €460, and adjustable lumbar support at €300 per seat.

Sales, however, began to slow. After a strong 1990 with 9,619 SLs sold in the U.S., only 7,481 units were delivered in 1991.

Luxury beyond real estate

In the UK, the price of the 500SL in early 1991 was about €96,000 — notably higher than the average British home, which at the time cost €75,000. Even the entry-level 300SL had risen to €68,500 by spring. Mercedes’ reputation for advanced engineering was highlighted in local advertising, particularly its innovative multi-valve engine technology.

Are you already a proud owner of a Mercedes R129? If so, check out our selection of parts for this car at the following link:

https://octoclassic.com/product-category/mercedes-benz/r129

 

Photos sources: motoexotica.com, theslshop.com