Rich? Mercedes-Benz has a new SL roadster for you

BEVERLY HILLS -- No car car shouts "I'm successful!" or "I'm a Hollywood talent agent!" or "I'm mortgaged up to my eyeballs!" like a Mercedes-Benz SL-Class roadster.

Now, there is a new version of the car that has become a movie icon whenever directors need a set of wheels best suited to a character playing a young, super-rich mogul -- spoiled or otherwise.

The new one gets a new front-end look, more powerful engines, a nine-speed automatic transmission and a convertible roof that can be put up or down at speeds up to 25 miles per hour, Mercedes says.

It was unveiled at a swanky private auto gallery here ahead of the Los Angeles Auto Show, where it made its formal debut Wednesday.

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Mercedes doesn't sell a lot of SLs -- certainly compared to its pre-recession days a decade ago -- but the brand's U.S. CEO, Steve Cannon, says it's an important icon.

"This is a 'halo car' for us," he says. It's "connected to our history and connected to our legacy."

That's because even though these days Mercedes' mainstay is small and midsize luxury cars, it's the special pricey ones like SL that drawn attention to the German brand.

"Our brand is dream cars, aspirational cars not everyone is going to own," Cannon said after the car's unveiling. He says Mercedes has 60% of the market for cars above $100,000. SLs typically start at about $85,000, but when the V-8 engine is thrown in, they can climb above $100,000 -- way above -- in a hurry. "We own that segment," he adds.

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Indeed, the new roadster will come as the SL450 with a 362-horsepower V-6 or the SL550 with a 449-horsepower V-8 engine.

Besides having more power, the SL will also have a "dynamic select" button that adjusts the engine, transmission, suspension and steering to the driver's personal preference for a better driving experience, according to Mercedes.

For even more power, the SL will come in versions for Mercedes-AMG performance subbrand. One varient, the SL65, will have a 12-cylinder engine.

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