被中国富豪和造车新势力选中的迈巴赫

Core Insights - Maybach has established itself as a unique luxury car brand, defining standards of luxury with its exceptional size, performance, and opulence, despite its non-linear brand history [1][2] - The brand's historical significance and innovative contributions to the automotive industry, particularly through its founder Wilhelm Maybach, have played a crucial role in its luxury status [2][3] Historical Development - Wilhelm Maybach, born in 1846, became a pivotal figure in automotive design, collaborating with Gottlieb Daimler to create foundational technologies for modern internal combustion engines [2][3] - The 1901 design of the "Mercedes 35 HP" for Austrian businessman Emil Jellinek marked a significant milestone, leading to the establishment of the Mercedes brand [3] - After World War I, Maybach shifted focus to luxury automobiles, gaining a reputation as the preferred choice for European elites and government officials [3][4] Brand Resurgence - Following a long period of dormancy, Maybach was revived in 2002 with the launch of the Maybach 57 and 62, targeting the ultra-wealthy market with extravagant features [5] - The brand's revival was marked by a lavish launch event, attracting high-profile celebrities and establishing a strong presence in the luxury market, particularly in China [5][6] Recent Developments - The financial crisis of 2007 led to another decline, resulting in the cessation of production in 2011 [6] - In 2014, the brand was reintroduced as Mercedes-Maybach S-Class, leveraging the existing S-Class platform to reduce costs while maintaining luxury appeal [6][7] - The brand has successfully maintained its exclusivity through limited edition models and collaborations with renowned designers, expanding its offerings beyond sedans to include SUVs and electric vehicles [7][8] Market Positioning - Maybach's luxury is characterized by a harmonious integration of various elements rather than mere accumulation of features, distinguishing it from competitors [8] - The brand's strategy emphasizes maintaining scarcity and exclusivity, which has been crucial in sustaining its luxury status in a competitive market [7][8]