Five top motoring PR disasters

The disaster: Mercedes A-Class Elk Test
When? 1997

THE Mercedes A-Class entered motoring folklore for all the wrong reasons when it arrived on the car scene in 1997. Unfortunately for the German firm's execs, an over-enthusiastic Swedish journalist managed to roll the baby Merc while performing the now infamous 'elk test'.

The high-speed manoeuvre is effectively a slalom between cones and the Merc's dramatic flop onto its side made headlines around the world. Mercedes had to redesign the suspension and make stability control standard, but the PR disaster didn't ruin the car's reputation too badly – it's since found 143,000 UK homes!