In Vance, Alabama, nineteen miles east of Tuscaloosa, workers at the Mercedes-Benz US International (MBUSI) plant make the Mercedes GLE, GLE coupé, and GLS model series as well as the all-electric EQS SUV and EQE. They’ve also started building something else: a union. On the heels of the United Auto Workers’ (UAW) victorious strike against the Big Three automakers last fall, the union has gone on the offensive, vowing to organize some 150,000 nonunion autoworkers at thirteen companies across the country.

The union has tried to organize some of these plants before — and failed. The South has proven an almost entirely impenetrable citadel for the entirety of modern US labor history. Yet the UAW is heeding these workers’ calls, directing its focus and $40 million in extra resources to try again, and on a far larger scale.

The UAW has failed before, but now, the context has changed: members’ success at the Big Three has ignited a sense of possibility in their nonunion counterparts, and the union’s new leadership, determined to cast off the corruption of old and trust in the power of the membership and the desire to organize across the entire working class, is encouraging precisely such ambitious thinking. If workers were ever going to pull this one off, now is the time.