Oh Lorde: The Comeback of the Maybach
As the singer Lorde likes to say,
“But everybody’s like Cristal, Maybach, diamonds on your timepiece.
Jet planes, islands, tigers on a gold leash.”
It’s interesting that the Maybach made it into the lyrics of a hit pop song, considering the luxury car company built its last car in 2012.
Owned by the people who bring us Mercedes-Benz, Maybach floundered in the luxury game and couldn’t keep up with the likes of Bentley and Rolls-Royce.
Perhaps thanks to a young singer, the brand is being revived and will attempt to sell to young millionaires in the United States.
Reuters quoted an anonymous source and said,
The Mercedes Maybach will have a wheelbase that is 20 centimetres longer than even the extended version of its S-Class, allowing for extra leg space and making it the longest limousine in the Mercedes range until the expected launch of an even longer Pullman version, the source said.
So basically the Maybach will be a bespoke S-Class, which is exactly the strategy used in the past. That’s pretty much an unpardonable sin for a car costing twice as much, or at least a pretty clear predictor of low sales.
In the ultra-luxury car market, BMW has Rolls-Royce and Volkswagen has Bentley, both of which are brands that separate themselves fully from their plebeian counterparts. Doing so creates an air of exclusivity, which millionaires love. Why pay 250 grand or more when the same car is available for $125K?
I will say that the cars seem to hold their value pretty well. On the CarGurus used listings the Maybach 57 is still worth over $100,000, while the larger 62 approaches a cool half-million. For a car that looks a lot like a Hyundai trying to be an S-Class, maybe smart millionaires are better off with a used Mercedes. Though buyers will be hard pressed to find a Benz with a backseat like this:
Who knows, maybe bringing the Maybach back will work. Maybe young people with gobs of money will be influenced by Lorde and buy Maybachs in droves.
Or maybe we’re just a year or two away from the announcement that Maybach, once again, is being discontinued.
If you were a millionaire, would you have a Maybach in your garage?