Mercedes-Benz L319 Bewegliches Schaufenster "LIEBHERR", 1956
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This is the story of the L 319 shop window, which advertised Liebherr refrigerators and freezers in the former Federal Republic of Germany in the early years of Liebherr household appliances. The L 319, better known as the "Liebherr bus" or the "movable shop window", moved between Flensburg in northern Germany and Oberstdorf in the southwest.
First, let's go back in time. When Hans Liebherr founded the household department in 1955, a converted Mercedes-Benz van was a unique showcase for the still young company. At first the bus was black and yellow, the colors of the Liebherr construction crane department. Only later was the bus painted blue, the color of the household department. The Liebherr shop window and a fleet of Ford Taunus transit buses had the mission to present Liebherr refrigerators to the residents. In 1962/63 only 52% of households had a refrigerator. So there was a lot to be done in terms of refrigerator marketing and sales.
From southern Germany to the far north
And so the buses L 319 and Ford Taunus Transit drove from west to east in the still young Federal Republic of Germany. From Ochsenhausen to Flensburg and back again. But also regularly through the industrial Ruhr area and on the border zone between East and West Germany near the Bavarian Forest. They drove through the streets and brought the Liebherr brand and its products, refrigerators and freezers closer to the consumer.
The Liebherr bus: available on request
Dealers could rent the Liebherr bus to present the latest models directly to consumers. At that time there were no stores with large areas in which products could be presented comprehensively. This was therefore an important opportunity for dealers to get in direct contact with their customers.
Conversion into a "movable shop window".
In order to optimize the presentation of the products, the L 319 had to be adapted. Special steps were attached to the loading area so that the devices were clearly visible. Thanks to the large glass windows on both sides, customers always had the best view of Liebherr refrigerators. The sides of the bus were covered with signs with the slogan “One of the best! Liebherr ”(“ One of the best! Liebherr ”). The back of the bus was modified so that the rear window also offered a good view of the devices. The mobile Liebherr shop window was on the move until 1968, and in addition to many thousands of kilometers on the counter, it also met with sympathy for Liebherr as a company and for modern refrigerators and freezers.
And after 1968?
All good things come to an end. After many years of loyal service on the street, the mobile shop window and the other members of the mobile promotion team retired in 1968. At the time, nobody had sentimental or nostalgic feelings about these buses as they were paraphernalia. Little emphasis was therefore placed on preserving them for future generations.
Information: Mercedes Benz L 319
Produced from: 1955 to 1963
Engine: petrol engine M 121
Producer: Daimler-Benz
Capacity: 1897 cm3
Top speed: 95 km / h (until 1960), 100 km / h (from 1961)
Gearbox: 4 forward / 1 reverse
Maximum vehicle weight: 3600 kg
Number of models sold: approx. 140,000