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”
It’s been a while since we’ve heard from him, but despite the current C-19 crisis you certainly cannot accuse Mr. Wagener of sitting on his hands.
What if: Like you, I recognise that the job of design leader or Chief Creative Officer in this instance involves a certain amount of blue sky projection. An implicit understanding that design in its purest, most elemental form ought to Continue reading “Dreams Take Flight”
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”
For every alleged innovation there is always a precedent. Come now, you hardly imagine the Gorden comes up with this stuff on his own, do you?
When Daimler’s Chief Design Officer, Gorden Wagener turned up in his immaculate sport-casual attire for the debut of the Maybach Ultimate Luxury concept, he told assembled journalists it represented “a totally new archetype of kind never seen before.” Of course even the most empty phrases contain a grain of truth because in the manner of a stopped clock, he’s half right.
It’s entirely possible that Daimler’s CDO neither knows nor cares that his verbiage-laden uttering lacked much by way of substance. After all, Mercedes’ resident believer in beauty and intelligence is unlikely to Continue reading “Laughing Stock”
Last week’s Beijing takeaway has led to an unpleasant case of indigestion, courtesy of our friends at Baden-Wüttermberg.
“We have a social responsibility. Somebody has to stop this nonsense.” These were the words of BMW’s Hans-Peter Weisbarth, spoken in 1989 in the context of the horsepower race that was consuming the German car industry at the time. One I might add, which shows no sign of abatement some thirty years later.