Santa Monica, Calif. (January 22, 2024) — Global auction house and market leader Gooding & Company has the unique privilege of presenting a 1903 Mercedes-Simplex 60 HP ‘Roi des Belges’ as the headlining car of its upcoming Amelia Island Auctions this March. The Mercedes 60 HP, ordered new by British publishing tycoon Alfred Harmsworth, Viscount Northcliffe, is being offered from 121 years of ownership within the same family. Displayed at the National Motor Museum in Beaulieu, England for over six decades, this incredibly historic Mercedes comes to market for the first time as one of just four 60 HPs in private ownership.
Before it takes the auction stage at Gooding & Company’s Amelia Island Auctions, taking place on Thursday, February 29, and Friday, March 1, the Mercedes will be displayed at Salon Rétromobile, alongside a 1957 Mercedes-Benz 300 SL Roadster. Attendees, media members, and collectors are encouraged to visit Gooding & Company at stand no. 1 K 080 at the Paris Expo, Porte de Versailles from Wednesday, January 31 to Sunday, February 4. Individuals interested in inspecting these vehicles for auction purposes, or media members interested in booking interviews with Gooding & Company Specialists, are encouraged to reach out and schedule appointments ahead of Salon Rétromobile.
“This Mercedes-Simplex 60 HP is one of the most significant early cars that has ever been brought to market, and its presentation for public sale heralds a truly historic moment for the collector car world,” said Gooding & Company President and Co-Founder, David Gooding. “We have never before offered a car that has remained in single family ownership as long as this Mercedes has, and that it is one of the cornerstones of the entire Mercedes marque makes this an incredibly important occasion. We are incredibly honored to present this influential car, first at Salon Rétromobile in Paris, and then, as the headlining car of our Amelia Island sale.”
1903 Mercedes-Simplex 60 HP ‘Roi des Belges’ (Estimate: In Excess of $10,000,000) To put it simply, the Mercedes-Simplex 60 HP was the blueprint for all of the automobiles that would follow. It is considered the very first supercar, the car by which all others were measured against, for years to come. Its design was so ahead of its time that it redefined performance capabilities, serving as the basis of Mercedes cutting-edge technology in their winning Grand Prix cars even as late as 1908. Manufacturers throughout the world would boast in their advertisements that their cars were built “in the style of Mercedes,” as these were the cars everyone wanted to make, drive, and own. Its importance, influence, and indelible legacy cannot be overstated.
Designed by Wilhelm Maybach and produced by Daimler Motoren Gesellschaft (DMG) at the behest of Emil Jellinek, the Mercedes-Simplex 60 HP is widely regarded as the first modern, high-performance automobile. Powered by a 9.25-liter F-head inline four-cylinder engine, which produced an ample 60 HP, the Mercedes was capable of reaching speeds topping 80 mph, making it the fastest production car in the world at the turn of the 20th century. The Mercedes-Simplex featured many of the mechanical and technical advances of its time, including a state-of-the-art chassis with a low center of gravity, a gated H-pattern four-speed gearbox, smooth scroll-type clutch, dual-chain drive, and honeycomb radiator. Between 1903 and 1905, the Mercedes-Simplex 60 HP dominated the world of racing, winning countless speed trials, hill climbs, and circuit races. Its unparalleled performance capabilities were most prominently displayed at the 1903 Gordon Bennett Cup in Ireland, where Belgian racing driver Camille Jenatzy won the race outright, defeating purpose-built racing machines in what was a stock production car delivered to a private customer.
The model’s success in racing, coupled with its technical advances and extraordinarily high-quality construction and overall beauty, cemented the reputation of the Mercedes marque, laying the groundwork for the continued legacy of automotive excellence for decades to come. Naturally, the Mercedes-Simplex was sought out by some of the most prominent industrialists, magnates, and collectors of the day, including William K. Vanderbilt, Clarence Gray Dinsmore, Baron de Caters, Count Zborowski, and of course, Alfred Harmsworth, the original owner of this car. Harmsworth, also known as Viscount Northcliffe, was one of the greatest publishing tycoons of his era, and among the most successful newspaper publishers of all time. He founded The Daily Mail, The Daily Mirror, and went on to incorporate The Times into his publishing empire, revolutionizing the way the people of Great Britain, and effectively, the whole world, consumed their media. Harmsworth was also a leading proponent of the automobile and a patron of the Royal Automobile Club, supporting early efforts to improve and expand all things motoring. His fortunes as a publisher afforded him a fantastic stable of important early motorcars, and he even published his own book on the topic of motoring. Harmsworth was among the very first to place an order for the new 60 HP model upon introduction, and this 1903 Mercedes-Simplex 60 HP ‘Roi des Belges’ was a mainstay in his impressive stable. It was delivered new to Nice, France in April, 1903, where it was driven to a new speed record by German racing driver Hermann Braun. It was then sent to Ireland as a reserve team car for the Gordon Bennett Cup. The Mercedes again proved its mettle by winning the Ballybannon Hillclimb in Castlewellan with E. Campbell Muir at the wheel. Details of the Harmsworth 60’s technical specifications and racing exploits were featured in popular magazines of the day, including Autocar and The Car.
After these outings, the Mercedes-Simplex was fitted with the beautiful ‘Roi des Belges’ body it still wears today, built by the prestigious coachworking firm J. Rothschild et Fils. Engine no. 2924 served as one of Harmsworth’s preferred personal cars for the next decade, and was used to frequently tour Britain and Europe. After Harmsworth’s passing, ownership was transferred to his son, Alfred John Francis Alexander Harmsworth, also a car enthusiast who owned an Alfa Romeo 8C 2300 and a Mercedes-Benz SSK. The car was well maintained by the family, and soon after Lord Montagu opened the Beaulieu Motor Museum in the mid-1950s, the Mercedes was taken there and put on display. For nearly seven decades, from 1956 to 2023, the Mercedes stood as a featured display at Beaulieu. It was also featured at the Brussels World Fair in 1958, and completed several editions of the VCC’s annual London-to-Brighton run, driven by Lord Montagu and other automotive luminaries, such as racing driver Jim Clark and journalist Bill Boddy.
Today, the car remains in highly original condition, with its fabulous Rothschild bodywork still retaining much of its original leather upholstery. This car is one of only four remaining examples in private ownership, with a fifth example, a Long-Wheelbase Omnibus, at the Mercedes-Benz Museum in Stuttgart, Germany. Further, the Harmsworth Mercedes is one of only two such cars with original coachwork still intact. Remarkably, this car has never changed hands, remaining as an heirloom within the Harmsworth family for over 120 years. However, what is most important is that this is the only Mercedes 60 HP that has a known racing pedigree, and a winning one, at that! It is being offered for sale for the very first time in its history, and is among the most significant cars to ever come to public auction. Gooding & Company has never before offered a car from such long-standing single family ownership, and is honored to present one of the most valuable antique-era cars in existence. Presented from the family of one of England’s most influential figures of the modern era, with documented period competition history, this Mercedes-Simplex comes to market as one of the most historic, important, and groundbreaking automobiles from the dawn of motoring – setting the stage for a historic moment ready to unfold in front of the world at the upcoming Amelia Island Auctions this March.
1957 Mercedes-Benz 300 SL Roadster (Estimate: $2,200,000 – $2,800,000) The iconic 300 SL Roadster needs no introduction, as it is one of the most coveted and revered sports cars ever produced. Gooding & Company is proud to offer one of the most original, well-preserved 300 SLs of any type in existence, chassis 198.042.7500348, for its upcoming Amelia Island Auctions. This extremely rare factory Rudge-wheel Roadster is one of less than 30 produced and is believed by the consignor to retain the vast majority of its original paint, along with its original interior, soft top, and countless other rarely seen details. This Roadster has had just three owners from new, and was retained by its second owner for a remarkable 54 years. In current ownership the 300 SL received a painstakingly careful mechanical restoration undertaken by leading 300 SL specialists HK Engineering, who went to great lengths to preserve its original finishes in the engine compartment and other areas. The Roadster is resplendent in Silbergrau Metallic (Silver-Gray Metallic) with a Rot (Red Leather) interior and Schwarz (Black) soft top. The car is accompanied by an original set of Hepco fitted luggage, along with manuals, jack, tool kit, a second set of date-stamped Rudge wheels, spare injection pump, and rare factory onboard parts kit. It also retains its matching-numbers engine, body, chassis, steering box, rear end, and front axles, per a copy of its Mercedes-Benz data card. The sheer number of this Roadster’s astonishing attributes make it an automobile of true historic import and extreme rarity. This singular Mercedes-Benz will impress anyone fortunate enough to see it, and a close inspection by even the most knowledgeable 300 SL enthusiast will be highly rewarded.
1955 Mercedes-Benz 300 SL Gullwing (Estimate: $1,600,000 – $1,800,000) This fastidiously maintained 1955 Mercedes-Benz 300 SL Gullwing comes to Amelia Island with an exceptionally documented history from new, consisting of just two California owners from 1955 to 2023 before acquisition by the consignor. Its first owner was Glen Smith Harman, M.D., who regularly drove the car, accumulating over 130,000 miles by the end of 1967. The doctor exercised as much precision with the care of his beloved Gullwing as he did in his profession, keeping exceptional records of services and routine maintenance performed on the car throughout the decades. An engine rebuild was performed in 1973 by local 300 SL expert Rudy Geipel, and in 1986, the Gullwing was repainted in its original DB50 White. After Doctor Harman passed away in 1999, his wife Lillian carefully handpicked the car’s next caretaker, and in 2003, the Gullwing made its way into the hands of Gull Wing Group member and accomplished mechanic, Robert West. West owned the car for the next two decades, enjoying it sparingly on club events. Never before offered for public sale, this Gullwing is a true standout among the many examples that have previously graced the auction stage, retaining the essence of a well-maintained and lovingly cared for 300 SL with a comprehensive, California-from-new provenance.
Salon Rétromobile 2024 Dates: Wednesday, January 31 to Sunday, February 4 Location: Stand no. 1 K 080 at the Paris Expo, Porte de Versailles Tickets and More Information: https://www.retromobile.com/ X: @goodingandco #GoodingRetro Instagram: @goodingandcompany #GoodingRetro Amelia Island Auctions Dates: Thursday, February 29 at 3 p.m. EST, and Friday, March 1 at 11 a.m. EST Location: Racquet Park, Omni Amelia Island Resort Public Preview: Wednesday, February 28 through Friday, March 1 Auction Catalogue: $120, includes admission for two to the viewing and the auctions General Admission: $50, includes admission for one to the viewing and the auctions Bidder Registration: www.goodingco.com/register Live Auction Broadcast: www.goodingco.com Facebook: www.facebook.com/GoodingandCompany X: @goodingandco #AmeliaIsland #AmeliaIslandAuction #GoodingAmelia Instagram: @goodingandcompany #AmeliaIsland #AmeliaIslandAuction #GoodingAmelia YouTube: www.youtube.com/user/GoodingandCompany Phone: +1.310.899.1960
About Gooding & Company Gooding & Company is celebrated for its world-class automotive auctions, private brokerage, and unparalleled service in the international collector car market, achieving over $2.75 billion in sales since the company’s inception. The auction house continues to deliver market-leading results through both its live auctions and Geared Online platform, setting new trends and world records with best-of-category cars across numerous verticals. Gooding & Company consistently presents the highest quality consignments while operating with openness and integrity, providing the company a reputation of trust and respect unmatched in the industry. Offering a wide range of services including private and estate sales, appraisals and collection management, the auction house is ready to assist you with numerous collector car services.
Media Inquiries: Pauline Pechakjian pauline@goodingco.com +1 (310) 383-7437
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