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Originally Posted by Osnabrueck 
Here's the thing Rob, Mercedes already targets the Flying Spur through models like the S600 and the S63. These are cars that are so well appointed, so impeccably crafted that they leave almost nothing to be desired. You could rightly argue that the only thing lacking is the presence of a rarified logo on the hood. |
You are of course correct Osnabrueck ...but the ODC has already shown us there is potential beyond the S class -- a vehicle which sits between the S class and the MM57/62. It is correct the S600/S65 is technically competing with the Flying Spur ....but (as you point out) this is a market segment governed by perceptions of exclusivity as much as by technical excellence. Sharing so much with cheaper variants under the S class badge, these exclusive Mercs are compromised. The Bentleys do not have this problem because they only offer models which compete at the most exclusive end of the S class tree.
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So Mercedes is in a quandry if they want to move "upmarket" with a low-volume, high-profit prestige label - because they already dance that number. What exactly will they move upmarket with since the creme de la creme is already available under the Mercedes badge?
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Yes, this does pose a problem ....but I still think a model like the OCD offers a point of difference which doesn't clash with, or compromise, the S class image.
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The answer is nothing. By all measures, the S600 renders the Maybach redundent. Sure the Maybach can be ordered with elephant dick leather, but you also have Mercedes Designo satisfying all but the most grotesque of tastes.
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Designo does offer a lot ...but the Designo interiors still do not have much of a feeling of substance about them -- they are very comfortable and very well made ...but suffer from an almost complete lack character or emotion. The ODC has the potential to offer a more aesthetically rich experince to give those Bentleys a run for their money.
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At the heart of the matter is this: People who buy super saloons aren't buying superior engineering or superlative dynamics, they're buying a mythical pedigree. Sure, brands like Bentley and Rolls Royce have a rocky past, and have changed hands numerous times, but the brand has remained consistent enough for us to imagine that when we buy a Rolls or a Bentley we're buying a car that's part of noble tradition. We feel that we have a link with the Queen of England and the Prince Charles. We feel like we're part of something pretty goddamn special, because we're part of an ultra-exclusive club that spans back 100 years.
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I absolutely agree with you -- we have discussed this before. It is almost entirely about perceptions.
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We'd soon have cars like the "Maybach S-Klasse" the "Maybach GL" and the "Maybach CL." Such cars would have all sorts of custom BS available to them, giving you an outlandish choice of paints, fabrics and materials at your disposal.
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I don't know about this Osna, isn't this what Designo is supposed to do already?
As far as Maybach variants of Mercedes existing vehicles is concerned (as DCX are planing to do with a Maybach version of the GL), I think this is a potentially damaging thing to do. I mean, can you imagine Rolls-Royce variants of BMW 5ers and 7ers?. It might have worked for Toyota with the Lexus brand -- but Mercedes is a completely different story because it is already a prestige brand. The MM57/62 doesn't displace the S class' pedigree but MM versions of existing Mercedes models just seem like cynical attempts to exploit a brand name (Maybach) which has had so much money and marketing thrown at it to give it some credibility in the world of ultra-luxury products. I think it could be damaging to Mercedes-Benz -- DCX need to handle this extremely carefully.