
The other day i read that Daimler CEO Dr.Dieter Zetsche is contemplating shutting down Maybach.And that makes me sad.Not that i care too much about Maybach.Don't like it at all,in fact.But the reason it makes me sad is because the epitome of luxury cars, Mercedes, seems to have failed in the ultra-luxury market.Before i say anything further let me tell you something about Maybach.The brand is owned by Daimler AG.It currently has 5 models in line-up:Maybach 57,62,57S,62S and the recently introduced 62 Landaulet.Mayback had also showcased a prototype model called the Exelero which is apparently an 8-Million dollar car at the 2005 Frankfurt Motor show.You can read more about each model here.

Like with all things, people have strong preferences when it comes to cars too. And even stronger ones when you talk of luxury cars.For example, I've always liked the BMW 7-series and the new Merc S-class.But the S-class has always been the world's ultimate luxury car.BMW and Audi have never quite been able to dethrone the S-class from it's pedestal with either the 7-series or the A8.And they probably never will.That's no small achievement for Mercedes, staying top dawg against such fierce competition.
Then why couldn't Merceded crack the ultra-luxury market? Why did they manage to sell only around 150 vehicles in 2007, a number nowhere close to Merc's projected annual sales of 1000 for Maybach?
Both the Rolls-Royce and the Maybach have pedigree, even though the latter was introduced after a hiatus of 70 years RR spent catering to every monarch, dictator, and the Maharajas of India.And a continuous production run was the only advantage RR had over Maybach.In fact, the Maybach launch preceded with much hype, with everybody(rich) receiving e-mails about the Maybach's features- it's panoramic roof, fully reclining seats and chilled champagne-glass holders.On the other hand, the Phantom's most talked about feature was the umbrella in it's door.
Seriously though, both cars are very big, very powerful, have more features than a luxury house, and cost just as much.How then the RR Phantom manage to sell almost nine times more than Maybach? The simple one-word answer to that question is... design.
No, I'm not suggesting that the Phantom is better looking than the Maybach.They both look equally ostentatious. But you see, it's not about what they look like. Its about what they don't look like.The Phantom doesn't look like a 7-series.So it scores. A Maybach on the other hand looks like a glorified current generation S-class, inside and outside.So it loses.It's that simple.Design screwed the Maybach over! As you can see in the pictures the rear of the Maybach(left) is very much similar to that of the S-class(below).


Honda is facing a similar problem in the luxury segment with the Acura. Everyone knows that Acuras look like glorified Hondas.But Honda is working hard to define a new design for the Acura.One that will be significantly divorced from the conventional Honda designs.And that's a good move.
Now, here's a happy example.Remember VW's luxury sedan, the Phaeton? For all it's brilliant technology, W12 engine and rave reviews in the press, it sold nowhere close to it's competition,Why? Because none wanted to spend US$70,000,i.e,Rs.70 lacs in India(including duties) on a luxury car made by a perceived mass-market brand like VW.SO what did VW do? They used the same engine and mechanicals, used a different design, slapped on a different badge and decided to sell the car in three different body-styles that ranged between US$170,000(Rs.1.9cr) and US$200,000(Rs.2.24cr). Ambitious?Stupid? Not really. VW sells more than 10,000 caars a year between these three bodystyles, buyres can't get enough of them, and there are long waiting lists for these cars.They are called the Bentley Continental GT, Bentley Continental GTC and the Continental Flying Spur.
And here's the final, and perhaps the best example of how much design matters.The Cadillac Escallade, when introduced in the late 90s failed miserably. Why? Because it was based on really ugly looking GM SUV, the Yukon Denali.As you may have guessed, it didn't work. Then came the new Cadillac Escalade, with new edgy styling that Cadillac called 'Art and Science'.That changed it all.The car went from being a model bought by old rich guys to one that every rapper, sports star and movie star had in his garage.The Escalade became the king of bling.It was in every rap video and even shared screen space with Keanu Reaves and a Ducati 998 in The Matrix.
So, Dr.Zetsche, before pulling the plug on Maybach, may i suggest you pull the plug on the bloated S-class design and try something new? Sure, the design could fail too, but atleast it will have a chance to succeed.Something the current design never did.