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Originally Posted by Rob  I don't know about this Osna, isn't [customization] what Designo is supposed to do already?
As far as Maybach variants of Mercedes existing vehicles is concerned, I think this would be a very damaging thing for Maybach to do. 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 the Mercedes model range would do nothing but damage the whole image of Mercedes-Benz itself -- DCX need to handle this extremely carefully. |
Rob - as always, thanks for your thoughtful response.
The distinguishing difference between Designo and Maybach is the cache associated between the two names.
Designo is just a word that organizes a group of services Mercedes offers to buyers with something special in mind (and something special on their account balance). Maybach, on the other hand is a "superlative luxury brand." If you bought a "Mercedes by Maybach" you're buying into a status symbol that sits above the normal Mercedes fare - sorta like a Brabus. A designo Benz, on the other hand, is just a normal Benz wearing a stylish suit.
If Maybach was implemented as a "haus of custom" within Mercedes, they would offer all the good rootin' tootin' styles that are afforded to buyers of ultra-premium cars - stuff like condor-feather padding and inlays made from extinct trees and lost Shakespre manuscripts.
Anyways, I think the idea I've outlined is terrible, and Mercedes would probably just confuse the hell out of us witless consumers with offerings that make no sense.
You're right about the Ocean Drive Rob. It's got that special sauce. It's also better off being in the Mercedes family, because so much depends upon our perceptions of the brand. An Ocean Drive with a star on its hood means more sales of A and C-Klasse vehicles - where it counts. A Ocean Drive Maybach, on the other hand, would likely be red ink and a possible negative for Mercedes brand equity.