Increasing American Interest in Convertible Cars by This European Automaker
In the world of luxury automobiles, debate rages over what drivers value most: tech-savvy features, horsepower, or fuel efficiency. Mercedes-Maybach, though, takes a different approach, focusing on lifestyle and individuality. Their vehicles, like the glamorous SL 680, are in the same league as Bentley and Rolls-Royce. Drive one on Germany's Autobahn, and you'll witness the power and speed that leaves an impression.
According to Daniel Lescow, the man at the helm of Mercedes-Maybach, customers are looking to express their unique lifestyles and personalities. The SL 680, a two-seater available this summer, is their latest offering, designed to cater to this desire. But don't be fooled, beneath the extravagance, the SL is also a sporty car, boasting a 577 horsepower biturbo V8 engine.
The SL comes in two design concepts, "White Ambience" or "Red Ambience." However, over 50 exclusive colors are available from the factory for those seeking a more personal touch. Luxury has become the norm in ultra-luxury vehicles, and Maybach has stepped up its game, stamping their logo on the hood with a labor-intensive, hand-sanded process.
Lescow recently shared his thoughts on the SL 680 and growing brand awareness in the crowded luxury vehicle market. He explains the brand's focus on product image, creating Maybach lounges globally for customers to connect with the brand, collaborating with companies, and hosting exclusive events.
The interview below has been condensed for brevity.
Q: What's your strategy for making the brand more desirable?A: We're working to improve the product image, connect with customers in retail spaces, and collaborate with companies to create a lifestyle-centered brand image. Part of this includes hosting unique events, like the private concert with Lang Lang for our most important customers in Vienna.
Q: Selling convertibles can be challenging in the U.S. How do you plan to tackle this challenge?A: Our approach isn't about targeting a specific location or nationality. We see significant potential in the American market and have recently opened a large presence at the Mercedes-Benz dealership in Manhattan. We also chose Pebble Beach for the global world premiere of the Maybach SL Monogram Series, which indicates strong interest in open-top two-seaters from American customers.
Q: Who is the typical Maybach customer?A: Our customers are as individual as our cars. They range from entrepreneurs to artists to superstars. Many of them are looking for a way to express their lifestyle and individuality.
Q: Why didn't you electrify the SL or use the venerable V12 engine?A: We are happy to have the V12 in the Mercedes-Maybach S 680, our flagship model. For the SL, we chose a sports car configuration with the V8 engine, which provides the perfect balance of agility and power. The electric drivetrain can be found in the Mercedes-Maybach EQS SUV, catering to a different customer needs.
Q: Could you have made the SL an electric convertible?A: For this car, no. We wanted to keep its characteristic as a sports car with all the emotions that come with it.
Q: How does the brand differ from the AMG SL 63 Roadster?A: The SL 680 is designed for sporty driving while retaining comfort and opulence, catering to customers looking for a more luxurious driving experience. In contrast, the AMG SL 63 Roadster addresses the need for a more sporty car with its powerful engine and aggressive styling.
Q: How has the brand evolved under your leadership?A: Working with this legendary brand is a privilege. We have launched two new cars, doubling our portfolio from two cars to four with the SL. I'm excited to see what the future holds for Mercedes-Maybach as we continue to build brand awareness.
Q: What impact do tariffs and costs have on your product planning and the market for wealthy customers?A: There are uncertainties, but ultimately, we focus on building a solid foundation for the brand and increasing brand awareness. With the right offerings, I am confident that Mercedes-Maybach will continue to thrive in unpredictable times.
- In his leadership, Daniel Lescow has strategically focused on improving the Mercedes-Maybach product image, connecting with customers, and collaborating with companies to create a lifestyle-centered brand image.
- The Mercedes-Maybach SL 680, in addition to catering to the desire for a luxurious and individualized driving experience, also boasts a powerful 577 horsepower biturbo V8 engine that delivers both agility and power.
- To further differentiate itself, Mercedes-Maybach has started hosting exclusive events and creating Maybach lounges globally for customers to connect with the brand, showcasing its commitment to its lifestyle-centered approach.
- Mercedes-Maybach, unlike other luxury vehicle brands, places great emphasis on catering to a diverse customer base, which includes entrepreneurs, artists, and superstars, each seeking to express their unique lifestyles and personalities.
