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These conversions are really popular amongst Russian ("gangsta") Mercedes drivers and apparently in the Middle East, too. Money can't buy taste, obviously.
When you have 100,000,000 other S class models on the road, some will pay a premium like most of you to have an element of exclusivity.
This guy decided to go about it in his own way. I prefer the look of the S-class front end, but then again, i'm not into modifying my cars to be seen, but rather for my enjoyment.