European automaker boosts appeal of convertible cars among U.S. drivers
In the world of luxury vehicles, the discussion comes down to three key factors - technology, horsepower, or efficiency. But, Mercedes-Maybach is placing its bets on a different aspect - lifestyle. Their cars, much like Bentleys and Rolls-Royces, exude an air of opulence and sophistication perfect for the Autobahn.
Enter the SL 680, the latest in the Mercedes-Maybach lineup, due to hit U.S. dealerships this summer. And boy, is itregal! With two design concepts to choose from - "White Ambience" and "Red Ambience" - and more than 50 colors available at the factory, there's no shortage of options to express your unique style. But, it's the hand-sanded paint job with the Maybach logo stamped all over the hood that really sets this car apart.
Don't let the glitz fool you though, beneath the lavish exteriors lies a true sports car, boasting a 577 horsepower biturbo V8 powerplant. The convertible's specially tuned suspension ensures a comfortable and thrilling ride whether on the city streets or the open highway.
Daniel Lescow, the head of Mercedes-Maybach, believes that customers are looking to "express their lifestyle and individuality," and the SL 680 appears to be the perfect vessel for such self-expression. Priced above $200,000, the SL is a status symbol for the affluent and the bold.
But what makes the Mercedes-Maybach SL 680 stand out in the crowded luxury car market? In an interview with our website, Lescow spoke about his vision for the brand, its growing awareness, and its American market potential.
Q: You said you want to make the brand "more desirable." Please explain.
A: There's various dimensions to it. One is the product image - offering cars that embody our brand values and aesthetics. The second dimension is how we connect with our customers through dedicated retail spaces worldwide. We also focus on collaborations that reflect the lifestyle of our customers, such as work with a German silverware company on champagne flute holders.
Q: Convertibles are a niche market in the U.S. How difficult is it to sell convertibles to American drivers?
A: It's not about the location or the nationality. It's about the individual customer we want to approach. We do see significant potential in the American market. Maybach recently opened a massive presence at the Mercedes-Benz dealership in Manhattan, and we've seen strong interest from American customers in open-top two-seaters. Last year, we chose Pebble Beach as the global world premiere for the Maybach SL Monogram Series.
Q: Who is the Maybach customer? Is it the traditional Mercedes-Benz customer or are you pursuing Bentley and Rolls-Royce owners?
A: Our customers are as individual as our cars. Many of them have a number of cars in the fleet. They range from entrepreneurs to artists to superstars, all seeking a way to express their lifestyle and individuality.
Q: Why doesn't the SL have the brand's venerable V12 engine under the hood? And how comes it's not electrified?
A: We are extremely happy to have the V12 in the Mercedes-Maybach S 680, the flagship offering. The SL, on the other hand, is a sports car, best served by the V8 engine. For electric driving, we have the Mercedes-Maybach EQS SUV.
Q: So there was no discussion about making the SL an electric convertible?
A: For this car, no. The SL was designed to offer the characteristic of a sports car, complete with all the emotions that come with it.
Q: Why would a customer choose this model over the AMG SL 63 Roadster?
A: The SL 680 is designed for sporty driving with a luxurious touch, while the AMG provides a more aggressive driving experience. The cars cater to different customer needs and preferences.
Q: How has the brand changed under your leadership?
A: Since I took over, we've launched two new cars, doubling the portfolio from two cars to four with the SL. We've seen brand awareness increasing around the world, which is crucial for us. I can't wait to see what the future will bring.
Q: There's still uncertainty about tariffs and costs - how does this factor into your product planning? Do wealthy customers still spend money in these unpredictable times?
A: While there are uncertainties, sales volume will go up and down naturally. What's important is that we build a solid base for the brand and continue to build brand awareness. With the right offerings, I have no doubt that Maybach will be successful in these challenging times.
- The Mercedes-Maybach SL 680, focusing on lifestyle and individuality, is not just a sports car with a hand-sanded paint job and Maybach logo; it's a statement of luxury, design, and status in the competitive automotive industry.
- Despite being priced above $200,000, Daniel Lescow, the head of Mercedes-Maybach, sees tremendous potential in the American market for its convertible offerings, as they appeal to a diverse clientele, including entrepreneurs, artists, and superstars.
- In an attempt to make the brand more desirable, Mercedes-Maybach focuses on three main aspects: product image, retail space connections, and collaborations that reflect the lifestyles of its customers, such as work with a German silverware company on champagne flute holders.
- While the Mercedes-Maybach S 680 features a venerable V12 engine, the SL 680, catering to a sports-oriented market, is powered by a 577 horsepower biturbo V8 powerplant, offering a unique blend of sportiness and luxury.
- The Mercedes-Maybach SL 680 does not have an electrified option, as it was designed to provide the emotions and characteristics of a sports car, but the brand does offer the Mercedes-Maybach EQS SUV for electric driving enthusiasts.
- The Mercedes-Maybach SL 680 and the AMG SL 63 Roadster cater to different customer needs and preferences, with the former offering a luxurious sports car experience and the latter providing a more aggressive driving experience. The brand's growth under Lescow's leadership is evident through increased brand awareness and the addition of new car models to its portfolio.
