Rolls-Royce continues to dismiss Mercedes-Maybach as a true white-collar rival, characterizing it as more of a competitor for second hand Rolls-Royce cars.
“The Maybach is not a direct competitor to Rolls-Royce, if you look at how we view our competition,” the head of communication for Rolls-Royce Motor Cars in North America, Gerry Spahn, has revealed, speaking to CarAdvice.
Spahn doesn’t shy of attacking Mercedes-Maybach, billing it as a second-hand bound choice for Rolls-Royce typical owners. “There may be areas where in a provenance program, whereby it’s a second owner, where a Maybach might be a competitor to a provenance Ghost. It’s a different design, different category for us. It’s a nice car, we just view as not being a direct competitor.”
Spahn says price is of little relevance in this segment. “It’s positioning. Our owners buy a Rolls-Royce because they want exclusivity. It’s just a different lifestyle, that’s why there are people aspire to be in a Rolls-Royce. I can say airplanes, yachts, real estate, art, that’s where we are competing with. Our owners are putting down $20 million on a yacht. They may want to buy one or two Rolls-Royces to go along with it.”
Rolls-Royce has seen unprecedented growth in the last decade. In 2014, the British brand sold 4063 cars. And sales figures are set to rise even further, following the launch of upcoming Wraith Drophead model and the first SUV in the company’s history.
Meanwhile, Mercedes sets off to the task of redefining ultra-luxury with its new top-of-the-range Mercedes-Maybach sub-brand. Mercedes-Maybach is not an equipment line. It is a sub-brand which melds the perfection down to the last detail of the Mercedes-Benz S-Class with a new dimension in exclusivity, all aimed at customers for whom status is paragon.