Maybach, a century-old luxury car brand "ceiling", what is the brand and service connotation behind its interpretation of "extreme luxury"?
This top luxury brand, which has officially entered the automotive market for 101 years, shows the public and the industry that behind the luxury, Maybach takes courtesy as the respect, and releases the elegant, calm and meticulous brand temperature and value. From product experience to Client Server, Maybach’s interpretation of the ultimate "courtesy" concept shows Maybach’s brand value proposition of guarding and caring for car owners, drivers and passengers with different roles in the car, and pedestrians and vehicles on the road in a broader pattern. Through every detail of "treating each other with courtesy", Maybach’s "courtesy" concept also resonates with the progress of the automobile industry, the progress of the automobile society, and the development of the humanistic spirit.
From "etiquette", "courtesy", "courtesy control"
Understand the essence of Maybach’s brand
In order to allow car owners, users and the public to deeply understand and experience Maybach’s ultimate "ritual" concept, and to resonate more and more strongly with the original intention of Maybach’s brand, Mercedes-Maybach specially created the Travel Butler Training Academy.
A few days ago, the reporter experienced the entire training course of the Mercedes-Maybach Travel Butler Training Institute. One of the deepest feelings is that the brand "ritual" concept delivered by Maybach is not high and unreachable, but the atmosphere is generous and warm. Maybe you are the owner of this supreme "ritual" device, the driver and passenger in the car or the pedestrian you don’t know on the road. When you meet Maybach, you will feel safe protection and meticulous care in its respectful "ritual" encounter.
The training institute presented Maybach’s exclusive etiquette, courtesy, and courtesy control three high-quality courses for the participants in the training. In the learning and experience, every brand friend felt the exclusive service that exceeded expectations in the brand "courtesy" of Maybach "with courtesy as respect and with courtesy".
In the "etiquette" course training, the lecturer brings a vivid etiquette class to the students by telling the etiquette norms of different travel scenarios and different occasions, combined with the "fully armed" configuration created by Maybach under the concept of "ritual". From driving to riding, from driver, passenger to pedestrian on the road, no matter what role you are, when you have an intersection with Maybach, you will be cared for and moved by its etiquette style. In the immersive etiquette course, the students also had a deeper understanding of Maybach’s emphasis on the integrity of etiquette: Maybach’s interpretation of etiquette is not only for users and passengers, but for people who have a touchpoint with the Maybach brand, in different roles, different identities, and different occasions. It can be like a gentleman, so that more people can truly feel the "ritual" of "ritual" as respect.
In the "Courtesy" course, the lecturer specially showed the reporters the natural sound quality and intimate personalized adjustment function of the professional-grade Voice of Berlin audio installed on the Maybach S-Class. When the students entered the rear cockpit of the Maybach S-Class, the lecturer made different styles of music feel a unique auditory feast brought by the passengers in different positions through personalized adjustment of sound quality and volume. It is worth noting that this audio personalized adjustment function maximizes the supreme "ceremony" of Maybach in the details. The personalized adjustment of the sound setting of the Maybach S-Class can meet the multiple personalized needs of the passengers who do not pass through the location in the cockpit. For example, if the passenger sitting on the left in the back row wants to experience a more immersive sound effect, then through the personalized adjustment function, a concert orchestra or concert singer can play and sing as if standing in front of the passenger on the left in the back row. For example, if the rear passenger needs to make an important call while listening to music, then the personalized adjustment of the sound can create a quiet space for the rear passenger in just a few seconds.
The unique "Li Yu" course left a deep impression on the students. From extreme challenges to extreme comfort, under the guidance of the instructor, the students experienced the ultimate performance of Maybach’s "ice and fire". Whether it is thrilling emergency braking or smooth and comfortable driving, Maybach uses the ultimate safety and comfort performance to interpret the highest standards of peers with "Li Yu". In the driving experience of "soul tripod", precise docking, placing a water cup full of water on the hood and ensuring that the driving water does not spill, the students felt Maybach’s almost harsh pursuit of "Liyu", and at the same time, they also truly experienced the constantly upgraded and complete safety technology, which is the basis for Maybach’s "Liyu" to benefit car owners, drivers, passengers, pedestrians, etc., and even society.
Maybach’s "rites" are not exclusive to only users, but pass more positive energy based on service, safety and etiquette to the society through the supreme "rites" devices. And this may be the brand tone of Maybach’s "rites as honor, walk with rites, and treat the world with rites", bringing inspiration and value to the entire industry and the entire automotive society.
The Resonance of Maybach and China’s "Li"
As a state of propriety, China has been worshipping "propriety" for a long time since ancient times.
In the Chinese market, the spiritual connotation of Maybach’s "ultimate luxury" is in harmony with the cultural heritage of Chinese civilization’s "respect for ceremony". In 2014, the Mercedes-Maybach brand made its world debut in Guangzhou, China, which was also the first global launch of Mercedes-Benz’s new brand and model in overseas markets. The Mercedes-Maybach S-Class was unveiled simultaneously as the brand’s first product, evoking resonance with Chinese customers with the humanistic expression of "treating the world with courtesy".
In 2019, Mercedes-Maybach once again arrived in Guangzhou, China, and the Mercedes-Maybach GLS SUV made its world debut, extending the "Extreme Luxury" to the SUV field, further expanding the product lineup, and expressing the value of "courtesy to the world". Together with the Mercedes-Maybach S-Class sedan, it brings "double gift" to tens of millions of customers.
In 2022, at the beginning of the new century of the Maybach brand, Mercedes-Maybach will continue to integrate the pursuit of ultimate experience and innovative technology while adhering to the traditional essence of the brand, so as to create a continuously advanced brand "ritual" concept. In the future, under Mercedes-Benz’s strategy of focusing on luxury, Mercedes-Maybach, as the core brand of the high-end luxury matrix, will continue to carry a heavier connotation of "ritual", and create more desirable luxury cars for social sages with more limited editions and selected cross-border models.
Continue to cultivate deeply, praise peers
In fact, in line with the concept of "heart luxury", in the past few years, Mercedes-Maybach has been deeply involved in the brand, products, dealer network, Client Server and corporate social responsibility, and has steadily established the top service benchmark in the industry.
It is understood that at the service level, Mercedes-Maybach has an exclusive reception area in the selected dealer showrooms, which is called "Mercedes-Maybach Lijing". In 2022, Mercedes-Maybach will continue to optimize the physical brand experience, and the world’s first "Mercedes-Maybach Lijing City Brand Center" will be located in Shanghai, China, providing Chinese customers with a true scene where they can experience the Maybach brand and products in an all-round way. At the same time, since 2021, Mercedes-Maybach Travel Butler Training Academy has been successively launched in Beijing, Shanghai and Shenzhen, and is very popular with car owners and travel butlers. This year, the Mercedes-Maybach Travel Butler Training Academy will also be held in Beijing, Hangzhou, Chengdu and Guangzhou, so that more Maybach car owners and more people who love the Maybach brand can feel the respect and courtesy and safety protection of the Maybach brand. Maybach not only continues to enrich its connotation of "courtesy" through continuous innovation of service concepts and continuous exploration of service practices, but also contributes to the healthy and sustainable development of the automotive society.