Mercedes-Benz is renewing its bid for the ultra-luxury space with the introduction of the Mercedes-Maybach line, but the move isn't fazing Rolls-Royce.
According to president of Rolls-Royce Motor Cars North America Eric Shepherd, introducing Mercedes-Maybach is akin to "chasing volume" in the luxury space.
"Maybach, when it was a standalone brand, positioned itself as a Rolls-Royce competitor," Shepherd said. "We saw what happened."
Shepherd—who keeps a jar of Grey Poupon mustard on his desk as a reminder of Rolls-Royce's public perception over the years—spent several years working in leadership positions at Mercedes-Benz before moving to Rolls-Royce.
"[Mercedes-Benz] tried to position Maybach on the same level with Rolls-Royce, and it just didn't have the cachet as a brand name to do that," Shepherd said.
At launch, the Mercedes-Maybach line will add a top trim level to the S600 sedan, which features a V-12 engine, and will be followed up by a sport-utility model. Mercedes-Benz's last Maybach was essentially a one-model sub-brand that had lower-than-expected sales over nearly a decade in the market. Shepherd reaffirmed Rolls-Royce's commitment to a V-12-only lineup, despite some luxury automakers moving to smaller powerplants and alternative drivetrains, as evidence of listening to what customers in the exclusive luxury segment seek.
"[They're] making efforts to reduce their [companies'] greenhouse gases and emissions through huge, scaled projects of that type—rather than, 'I'd like to have a hybrid car that I drive 5,000 miles a year,'" he said.
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