The Mercedes Simplex was produced from 1902 to 1909 by the Daimler Motoren Gesellschaft (DMG) a predecessor of Daimler-Benz. The name Mercedes was substituted for DMG rather than Daimler. Emil Jellinek, Daimler’s agent in southern France, understood how to sell cars and what his clientele wanted. He wished to present the new Stuttgart-built Daimler 35 hp, but there was a problem over the licensing of the Daimler-Phenix engine in France. He therefore had to present the new car under a pseudonym. The name he chose was that of his daughter, Mercedes. A new automobile labelled Mercedes, built to Jellinek’s exacting requirements made its debut, to universal acclaim. The order book surged immediately. Only a year later chief designer, Wilhelm Maybach introduced a redesigned series of Mercedes cars which were named Mercedes-Simplex to highlight their improvements: much lighter engine weight and improved cooling performance which also reduced weight and complexity. The Mercedes-Simplex models were a great success, bringing great publicity to the company. When it became the darling of the rich and powerful in America its reputation was set. The Vanderbilt’s had two, Bernard Baruch, Henry Clay Frick, Isaac Guggenheim, Harry Payne Whitney, Colonel John Jacob Astor – all became owners of the best car in the world.