The limited production run of the SLR meant it would never make an appearance as a showroom model. Indeed, appealing to the retail segment was not intended at all. In many ways, this car’s function was to serve as a 'halo' to the Mercedes- Benz brand. It would remain aspirational, an 'objet d’art' beyond the reach of most, yet indicative of the kind of automotive engineering prowess that went into even the most mundane of Mercedes-Benz models. The site itself was built around the concept of 'car as superhero' – a being so ephemeral, powerful and transcendental, that to drive it would be an epiphany – an experience 'Unlike Any Other'.