In 2002, Mercedes-Benz introduced a new star: Maybach, a hitherto dormant name awoken from deep slumber. Its bones were largely beyond reproach; based upon the decade-old W140 series S-Class, the final saloon programme to be conceived at Sindelfingen to a standard rather than a price, yet with this announcement one could nevertheless discern a strong sense of a carmaker not only stretching itself too thinly, but suffering from a lack of self-awareness.
Maybe they simply started out with bad directions, but when the wheels came off this particular wagen in 2013, few were surprised, given the execution. But other council prevailed at Baden-Wüttermberg; not entirely better, but certainly, one imagines, better remunerated. Far from allowing the small matter of a €1Bn loss to impede them, Daimler management elected to once more Continue reading “Bach To Life”
As the New Millennium approached, Jürgen Schrempp, Daimler-Benz CEO appointee in May 1995, was a man on a mission. Schrempp believed that the company was something of a sleeping giant. While it was consistently successful and profitable, with products that were highly regarded, he believed there was much more that could be done to leverage the storied marque name and extract maximum value for shareholders.
Over the preceding decades, Mercedes-Benz had carefully nurtured a reputation for building thoughtfully designed and technically excellent vehicles that were market-leading in terms of quality, safety and durability. They were, by and large, cars that one chose with the head rather than the heart and were favoured by those who valued understatement and discretion over extravagance and notoriety.
The flagship S-Class was the perfect transport for senior politicians, bankers and captains of industry, allowing them to move unnoticed and in comfort, avoiding unwanted attention from opponents, competitors or inquisitive journalists. The sheer ubiquity of Mercedes-Benz’s most prestigious model in the business districts of major cities guaranteed the anonymity required to Continue reading “Act of Hubris”
Today’s Sunday sermon comes as something of a compare and contrast. Admittedly it also lays itself open to accusations of shooting fish in a barrel, but I’m prepared to take that risk. Here at Driven to Write, we have something of a soft spot for underdogs. However, some are more equal than others, and in the case of Lexus and in particular, the flagship LC 500, its continued lack of appeal to European eyes is mystifying.
In the year to June, the LC posted perhaps the greatest sales drop (58.5%) of any make or model across Europe. Which is proof, if proof were required that people’s taste is in their… well, perhaps you ought to Continue reading “Sublime to Ridiculous”
Now that even modest compact cars can be equipped with stitched leather look for almost every surface imaginable, the upper echelons have to up the cow skin ante – to, in some cases, dubious effect.
The recent troubles at Aston Martin have almost overshadowed an event that has become a bit of a rarity in recent times: the unveiling of a rather attractive car coming from Gaydon. The automobile in question, the Lagonda Taraf, is – despite its lavish grille – the most restrained and, it could be argued, tasteful design coming from Gaydon’s most prestigious car maker.
The Taraf’s surfacing is uncluttered, its detailing not overwhelming and the overall proportions are spot-on. An unexpected, yet welcome surprise, one might conclude – before setting sights on the Lagonda’s interior. Continue reading “Hideous Hides”