In 1965, Mercedes-Benz W110 “Heckflosse” (tailfin) received a station wagon version that enjoyed great success on some markets, while others remained almost unknown.
In 1965, the German carmaker had no intention to introduce a station wagon based on its mid-size vehicle. The Belgian company IMA was already specialized in station-wagon conversions and unveiled a modified W110 at the 1965 Brussels Motor Show in January, with the name “Universal.” In August, IMA introduced the series product with an option for an inline-six engine under the hood.

The design was similar to the original W110 model. At the front, it kept the same front fascia with a narrow and tall grille, mounted straight-up in front of the hood. The station wagon carried over its chromed, wrapped-around bumper and the entire front fascia from the W110 “Heckflosse.” Mercedes-Benz liked the idea and offered the converted vehicles in its own network in Germany. It was the same car up to the B-pillar, but its more extended roof and the side windows mounted behind the rear doors were different. In the back, the raked-forward tailgate sported a flat, rectangular rear window.

Inside, the Universal featured a similar cabin, with room for five. The folding rear-seats seatback increased both the trunk size and the loading lengths. At the front, the flat bucket seats offered adequate comfort, while the rear bench was good for up to three people.

Under the hood, the Universal version featured inline-four or inline-six engines.