Most cell types start expressing vimentin when brought into tissue culture. Using both vimentin-expressing (HeLa) and vimentin-negative (MCF-7) epithelial cell lines, we have identified the cis-regulatory DNA elements involved in this process. Sequences located 1.1-0.6 kb upstream of the vimentin transcription-initiation site strongly enhance expression in HeLa cells, but are silenced in MCF-7 cells. Other regulatory elements in the vimentin promoter (an enhancer 3.2-2.6 kb upstream and a minimal promoter region including the CAAT-box) are potentially active in both cell types, but are silenced by the 0.5-kb fragment in MCF-7 cells. Deletion of this fragment restores transcriptional activity of a transfected vimentin promoter. Our data indicate that a double AP 1/jun-binding site present in the 0.5-kb fragment mediates the induction of vimentin expression in cultured epithelial cells, while silencing sequences located within the same fragment are responsible for the absence of vimentin expression in MCF-7 cells. In contrast to MCF-7 cells, a transfected vimentin promoter and gene are transcriptionally active in the vimentin-negative epithelial cell line T24. Transfection studies show that type-III-intermediate-filament expression is not impaired at any level in these cells. Upon transfection and expression of a desmin construct in T24 cells not only desmin, but also vimentin was detected. Both proteins assembled into intermediate filaments. This induction of vimentin expression appeared to be regulated at the post-transcriptional level.