From Maybach to Mercedes-Maybach - the 'defeated soldier' ​​takes revenge

Vision Mercedes-Maybach 6 concept, launched on August 18, signals the return of a big name but fate seems to be teasing.

This return of Maybach, although still associated with a lower-end name, is considered appropriate.time. Here, another question arises, why can Maybach be considered a mistake of the century, but with Mercedes-Maybach it is a different story in a more positive direction?

Maybach’s history is a series of gray slices. Positioned at the same level as Rolls-Royce and Bentley, Maybach has never been in a superior position in terms of image and sales. Death-resurrection, hope-disappointment, a vicious cycle of Daimler that has spread to even those who admire this brand.

Vision Mercedes-Maybach 6 concept.

The Mercedes-Maybach combination under Daimler itself raises many doubts about its ability to succeed. Because at Daimler, the symbiotic relationship is nailed with more failures than successes. It was a "marriage in the clouds" with Chrysler that ended in crisis. An "adventure" with Mitsubishi but the result was not impressive at all.

How are the 57S and 62S, two super luxury models of the Maybach brand? Good, in some aspects, they are even better than the Rolls-Royce Phantom. But why did the Maybach fail?

It cannot be blamed on the lack of personalization options, engine performance, technology, and luxury level of the interior. Because Maybach simply does those things well. One of the main reasons mentioned is the design. Maybach is like a larger version of the S-Class. While the upgraded interior is commensurate with the ultra-luxury standard.

Maybach is equipped with an engine and transmission system inherited from the S-Class. Part of the interior, the layout of the buttons, and some decorative details are influenced by Mercedes' flagship model. That invisibly creates confusion in the decision to buy or not to buy a high-end "copy" of the S-Class. With a price many times more expensive than the S600 or S65 AMG.

What about the “ghost” of Rolls-Royce? The British luxury car owned by BMW also uses a small part of the interior and entertainment system of the BMW 7 series. But the exterior design of Rolls-Royce is not as stereotypical as the models of the Bavarian brand. The classic, noble and proper features are like an invisible background present on Rolls-Royce after 13 years since its first launch. That is like an indispensable spice for Rolls-Royce luxury cars. A design that cannot be mistaken for anything else.

A little-known fact is that in the 1990s, Daimler researched a 24-cylinder, 12-liter engine for the project to introduce the first Maybach concept model. The goal was to combine two V12 DOHC M120 engines, producing 800 horsepower and a maximum torque of 1,200 Nm. But calculations related to fuel efficiency, the "commensurateness" with a long and heavy car like the Maybach, the V12 engine was used. The fate of Maybach seemed to be tied to the S-Class from the beginning.

Another explanation for Maybach’s failure is the conservative and aristocratic mindset of Daimler’s leaders. They want customers to associate Maybach with the S-Class. That reduces the value of a premium brand like Maybach.

The mistake of Daimler’s leadership has led many to think of a satirical hypothesis. If Daimler had a “blood-fueled” person like Ferdinand Piech, former chairman of the Volkswagen Group and grandson of the famous designer Ferdinand Porsche, things would have been different.Maybach could be equipped with 16-cylinder or 18-cylinder engines. That was nothing less than arrogance and fantasy at that time. But at least it helped Maybach “differentiate” from S-Class. Maybach’s fate is not something to sigh about every time it is mentioned.

By 2013-2014, after many years of oblivion, Maybach returned but nestled next to Mercedes, Daimler's flagship brand. The decision to combine the two brands was a new direction. The purpose was to elevate Mercedes' luxury cars to a new level. Positioning them between luxury and super luxury cars. But that decision eliminated Maybach from the competition in the world of super luxury cars. The competition is now a two-horse race between Rolls-Royce and Bentley.

The combination in the past was just an invisible thread but now it is closer than ever. Daimler wanted Maybach to be a strong S-Class, develop and create its own success but failed. And when returning Maybach to Mercedes, it is not simply to enhance the luxury of the S-Class. But the further intention is to prepare for the "day of return".

The first two products of Mercedes-Maybach, S600 and S600 Pullman achieved positive sales. Especially S600Maybachsold 100,000 cars in 2015 alone. In the Chinese market, the German automaker sells about 500 cars per month, a number that Maybach took a year to achieve globally. That success helped Daimler dispel the doubts of the media and analysts. "Riding on the momentum", Mercedes-Maybach nurtured a car model that met the standards of super luxury, competing equally with its rivals. Vision Mercedes-Maybach 6 concept was born.

Initial success and recent buzz are necessary but not sufficient. What is the perfect piece for the convincing return of Maybach under Mercedes? Design. Can the inherent weakness of the past Maybach be filled by the Vision 6 concept?

The 6-meter long concept coupe, with a slim design towards the back, is inspired by the 1939 Maybach SW 38 Stromlinie with many rounded features. The doors open like a gull wing, the headlights are slim, the hood is muscular, and the camera replaces the traditional rearview mirror. The interior is similar to that of a luxury yacht. There is no official information about the engine yet, and it will be launched at the Pebble Beach Concours d'Elegance 2016, which will take place from August 21.

It is not possible to judge the success or failure of Mercedes' new Maybach model. Because the concept took a long time to complete and appear on the market as a commercial vehicle. But with Maybach in particular, Mercedes-Maybach in general, every step of both attracts the attention of many people. Like a good football team,despite many failuresstill worth watching.

According to VNE