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Originally Posted by Rob  [the Phantom] was conceived with an acute understanding of the values and culture of the Rolls-Royce marque. The whole vehicle (every aspect of it, both actual/mechanical and abstract/sensory) was carried out with a thorough awareness of intentions and a united vision of the aesthetics required to pull it off. In my opinion, this is what gives the Phantom a much higher level of authenticity than the Maybach. |
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.