Magazine article ADWEEK

Poor Little Rich Car

Magazine article ADWEEK

Poor Little Rich Car

Article excerpt

If there's any brand that ought to know how to market an ostentatious set of wheels, it's Mercedes-Benz, which, incidentally, is making its ad debut in the Super Bowl this year. Back in 2002, parent company Daimler AG put the likes of Rolls-Royce and Bentley on notice when it pulled the tarp off the new Maybach. The luxury German nameplate hadn't been seen for 60 years, but Daimler figured the timing was right for a comeback. After all, the economy was heating up, and even though the market for super-luxe wheels is only about 8,000 units a year, Maybach had all the perks-from a backseat bar to Hungarian goose down-stuffed headrests. Daimler only needed to sell 800 Maybachs a year to make a profit. Jay Leno bought one. So did Madonna and Jay-Z. ("Realest shit I ever wrote, chillin' in my Maybach," rapped Jay.)

But few others followed. Between 2003 and 2007, a mere 778 Maybachs purred out of showrooms. Last year, the U. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.