The 2006 Maybach Type 57 is, too all intents and purposes, the kind of car few people are ever likely to experience, but should that mean that they ought not to recognise this newish brand of mega-luxury vehicle?
For those who want to be seen driving around in a status symbol the first logical step would be that you need a vehicle associated with what it is you hope to achieve. Brand identification and categorization are all important in this sector of the motoring arena. For Maybach this will be the first hurdle to overcome in order that the UK masses equate its brand name with mega-luxury transportation.
On the surface this seems a fairly straightforward exercise, simply sell your product to people regularly in the public eye and hey presto your brand will gain fame overnight. But how do you convince celebrities that a Maybach 57 is equal or more prestigious than say a Rolls Royce?
Some of Maybach's methodology includes the following:
Two model range:
oMaybach Type 57
oMaybach Type 62
Minimum Price $300,000
Handcrafted build quality
Just 1,000 manufactured annually.
The 2006 Maybach Type 57 is a sumptuously appointed mega-luxury saloon with dimensions that do not make obvious the fact that it also possesses the performance of a super-fast road car. The Maybach 57 is capable of accelerating from 0-60 miles an hour in under five seconds which places it ahead of many purportedly very fast road cars. In addition, and within the Maybach 57 disguise as a distinctive mega-luxury vehicle, is a very capable Grand Tourer that is able to handle winding roads as well as serenely cruise motorways.
These credentials will obviously attract interest but whether owners actually climb behind the wheel of a mega-luxury car to sample the performance is uncertain. It is more probable that the people who purchase a Maybach 57 will be chauffeured, therefore unless the chauffeur has a say in what he drives it is possible that the Maybach 57 won't attract the interest it deserves.
So what else can Maybach do in the UK to convince the mega-rich that their cars are right for them? There is no doubting that the 2006 Maybach Type 57 has a distinctive road presence, it is a large vehicle that looks expensive because its coachwork looks like it has taken a great deal of effort and skill to accomplish. Similarities the Maybach shares with the Mercedes-Benz brand can only help people associate Maybach with more expensive cars.
Selling Maybach products through Mercedes-Benz outlets is possibly the best route to introduce new customers to a brand commonly associated with luxury vehicles not also burdened by reliability issues. In the UK a link to the Mercedes-Benz brand should be sufficient to ensure that Maybach proves successful and, in time, become recognised as a mega-luxury brand that directly competes with Rolls Royce.