The first Liebherr refrigerator rolled off the production line 70 years ago. In accomplishing this, Hans Liebherr not only opened up a new business area, but once again demonstrated his infallible instinct for identifying promising markets. His courage to break new ground is still deeply rooted in the company today. Liebherr has reopened a chapter in their history to mark this anniversary.

Putting the right idea into practice at the right time, pursuing goals with unwavering determination and a solid instinct for recognising promising sectors were among the secrets of Hans Liebherr’s success. These laid the foundations for a large number of pioneering inventions, starting with the world’s first mobile tower crane, which marked the birth of the company in 1949 and accelerated the rebuilding of war-torn Germany. Occasionally, however, it was personal contacts that gave Hans Liebherr the drive to pursue new areas of business. In 1953, the manager of his local bank told him about a refrigerator factory that was up for sale due to bankruptcy. While the product had been seen as an everyday kitchen appliance in the USA from the 1930s onwards, it was still considered a luxury item in Germany for quite some time. It was expensive, bulky and dependent on a reliable power supply – only one in ten households had their own refrigerator. However, in the 1950s, the economic upturn gave the company the financial tailwind it needed: while the cost of living stagnated, purchasing power rose and increasing prosperity set the standard for a new quality of life. Holidays, cars, furniture and electrical appliances became affordable consumer goods.

After a thorough analysis, Hans Liebherr immediately recognised the potential to close the considerable gap in the market for domestic refrigerators. He already knew from past experience that the ability to spot market needs and trends is crucial for success. Nevertheless, Hans Liebherr refused to buy the factory and instead set up his own production site in Ochsenhausen in southern Germany – a long-term investment in the future. This enabled him to control the manufacturing process and the quality of the products from the outset, respond quickly to changes in the market and to develop and implement innovative technologies himself. In 1954, the first refrigerators rolled off the production line in Ochsenhausen.

In the years that followed, refrigerators became increasingly common in private households, significantly improving the quality of life of their owners. The revolutionary appliance not only changed shopping habits, but also the entire food culture, with the nation’s diet becoming more varied and healthier as a result. This new world of possibilities made owning your own refrigerator an attractive prospect and turned it into a symbol of prosperity and progressiveness. Hans Liebherr’s decision to focus on in-house development and production soon bore fruit: in 1958, just three years after the start of series production, the 100,000th refrigerator left the plant in Ochsenhausen.

The 1960s heralded an era of dynamic transformation. While legendary pop bands shaped generations, the baby boom reached its peak and the world of fashion experimented with vibrant colours and psychedelic patterns, the decade also produced a whole series of major technical advancements. In the early sixties, the economic miracle continued and this heyday of consumer culture also heralded a revolutionary phase for advertising, which often reflected the zeitgeist and progress of society. The advertising industry became more creative, bolder and more diverse: colourful, high-contrast designs, iconic campaigns and pithy slogans set new standards.

Until the early 1960s, around half of German households had a refrigerator – the remaining 50 % meant room for improvement for Hans Liebherr’s business, which had also been producing freezers since 1961. Increasing competition made it necessary to stand out from the company’s rivals and strengthen the brand. To boost sales, Liebherr came up with an ingenious marketing strategy: from now on, the wheels of advertising would be set in motion. Literally.

Liebherr went to great lengths to transform various vehicles into ‘shop windows on wheels’, including the L 319 van from Mercedes-Benz. With its compact dimensions, robust engineering and high payload, the series, produced from 1955 to 1968, was tailored to perfectly meet the needs of the years of the economic miracle and was ideal for use in trade, crafts and industry. Touted by Mercedes-Benz itself as a ‘motorised advertising medium’ with ‘exceptionally generous advertising space’, the L 319 seemed virtually predestined for Liebherr’s plan.

For years, the van showcased the latest refrigerators and freezers all across Germany, perfectly staged thanks to special platforms on the loading area. Large windows were installed on the sides and rear of the converted vehicle to provide the best possible view of the models. Sales partners were able to hire the L 319 and its sister vehicles from the sales department in Ochsenhausen in order to present the latest products to their customers directly on site. This innovative marketing strategy offered customers a unique experience, allowing them to take a closer look at the products and be won over by their quality. Liebherr had its finger on the pulse of the times – the concept struck a chord and increased Liebherr’s brand presence through the attention it received. The combination of the striking Mercedes-Benz design and the special adaptations for Liebherr made the L 319 a real eye-catcher out on the road. Touring around as a mobile shop window, the vehicle raised the profile of Liebherr as a manufacturer of refrigerators and freezers, with the company gaining brand enthusiasts throughout the country. Even after it reached the end of its service life, the L 319 has remained a cult classic for Liebherr. For employees in the refrigerators and freezers product segment, it stands as a proud symbol of their history.

With its mobile showroom, Liebherr has transported a successful model from the 1960s into the present day, and created the perfect interplay of tradition and innovation. The company’s success story also shows how closely the past and future are entwined. The milestone anniversaries – 75 years of Liebherr and 70 years of refrigerators and freezers – provide an ideal opportunity to look back at our roots – and inspire us to continue to face change with the necessary entrepreneurial foresight and be of one mind with Hans Liebherr as we carry on his legacy: his pioneering spirit still characterises the Group today and inspires employees around the world to be passionate about putting their ideas into practice. And to mark the anniversary, Liebherr has put one very special idea of its own into practice: a faithful replica of the historic L 319, which revives a piece of history and pays homage to the iconic vehicle.

The complex project was carried out by Werner Dreyer Kfz GmbH in Alfeld (Germany), a Mercedes-Benz workshop with five decades of experience that has specialised in the restoration of classic trucks since 1994. The highly qualified Dreyer team devoted months of their time to overhauling a veteran L 319 truck, assembling, welding and painting it, repairing, replacing or rebuilding individual parts, overhauling the mechanics and retrofitting the electrics. For the first time, a cabinetmaker specialising in the restoration of antiques also joined the team, taking care of everything from the frames of the new window cut-outs to the entire interior and the faithfully reproduced door seals of the refrigerators and freezers. Countless hours of work went into the replica, until the L 319 was unveiled in splendour, rising like a phoenix from the ashes, and was presented for the first time at the 100th edition of the IFA (consumer and electronics show) in Berlin (Germany) in September 2024.

Michael Kunz, manager global indirect material at Liebherr-Hausgeräte Ochsenhausen GmbH (Germany), also put his heart and soul into the project. A Liebherr tabletop refrigerator – a gift from his mother-in-law – ignited his passion for collecting Liebherr memorabilia and historic refrigeration appliances many years ago. Over time, his collection has grown – as has his fascination with the L 319. He had long harboured the desire to get the masterpiece back on the road. Speaking in an interview, Michael Kunz explains how his wish came true and provides exciting insights into the replica.