German Car Zone

I have to say I feel like I've been to a history and marketing class. Scott and Rob, those were some of the most brilliant posts I've ever read on this site. Outstanding, I'm at a loss to add anything....you guys have said it all! A very stimulating give and take session.

M

Ah great, thanks Marcus.

But can I please make it clear that any thoughts I have on these matters have been triggered and thoroughly stimulated by the hours of discussions I have had with you and other GCZ members. Most often I am processing my opinions as I am typing them ...so they can be a little bit uncoordinated at times.

I find myself altering and tweaking what I'm going to say while typing also, but it seems I have my best thoughts mid-post or so, so I fully understand that.

I wonder if anyone at DCX ever reads these boards. They're creativity could be sparked by something we've said, something we didn't know we hinted at or stated.

M

I guess it must be remembered that BMW did have an established brand with a strong heritage and culture to work with -- Maybach had to be [re]invented from the ground up -- DCX had to build a corporate culture and brand identity around the car ...which was made doubly difficult because it was originally supposed to come under the Mercedes moniker.

It has been said before, but I really feel DCX missed their opportunity with creating the brand identity for Maybach -- it really should have stood for something far more than just a 'better Mercedes' -- this does nothing for Mercedes-Benz and doesn't give Maybach a particularly distinctive image either. I guess this is why Maybach is always being explained as "Mercedes' answer to Rolls-Royce" -- in other words a 'wanna be' or 'me too' car.

In my opinion, Maybach should have established itself as something entirely unique -- not just a typical, predictable, luxury barge, but something incomparable and much more inspiring. Maybach still has the potential to be an extremely exciting marque.

DCX were so fixated with creating an aura of prestige around Maybach the brand that they neglected to distinguish Maybach the car as anything more than a large Mercedes-Benz to take on Rolls-Royce. The Exelero, as much as I personally don't particularly love it, is much more on the right track for Maybach. It is unique and exciting -- if they could transform their limousine models into more expressive vehicles backed up with a unique and sturdy corporate culture, DCX could have something worth pursuing.

This was because as you'll remember the original concept was indeed a Mercedes-Benz to start with. The Maybach by Mercedes:







M

Gosh Marcus, are you trying to give me nightmares?

Seriously though, you are absolutely right ...but I seriously doubt the Maybach would have been much more successful even if it did wear the Mercedes star.

The reality is, the whole Maybach concept of luxury is missing the point. Today, even many modestly priced cars come packed with all kinds of 'gizmos' -- and obviously this doesn't all of a sudden make them supreme luxury vehicles.

The Maybach designers focused entirely on jamming the thing with as many clever toys as possible ...but this is not what real luxury is all about -- and that is why the Phantom is winning this battle, it offers something the Maybach, despite all its brilliant equipment, doesn't -- an experience.

The Phantom is all about emotions and aesthetics -- and herewith lies the Maybachs biggest (and probably its only) flaw, it is almost emotionless, passionless.

As tough as that is to read Rob, you are correct. There in no "sense of occasion" as the British would put it, about the Maybach. It is gadget and materials fest with little regard to style with no real presence. There is a review of the 62S in this April issue of CAR and they say this very same thing! I think that makes it unanimous.

It still may not have outsold Rolls if it wore a MB star, but at least it wouldn't be seen as such a spectacular failure that it is, at least I don't think it would be. When I really think about it I don't see what else they can do, unless they really get radical and go for something shocking, yet stunningly beautiful. I can't picture it.

M

....man we have discussed this car so many times but I honestly think we continue to refine our understanding of what is needed to make it work.

It must be an enormous headache for the Maybach execs ....they must be under terrible pressure -- I am just not convinced that Maybach is profitable in spite of DCX ensuring us that it is.

I'm sure it cause a great deal of pain for them. I don't believe the project is profitable either. Even the few cars they sell are sold at huge discounts, at least in the U.S. I wonder if the Arab markets buy at full list price? What is Maybach's top market I wonder.

M

This article gives hope that MB has not given up on the Maybach division. I am quite sure they are working on a blockboster of an automobile for the next 57/62 models with the styling to befit cars of this stature.