Buying a $300,000 car is obviously a different proposition than buying a Ford Focus. Only a thousand Maybachs are made every year, and the potential audience is extremely small. It is doubtful that you will ever see a mass market television or magazine ad for a Maybach.
Instead, Maybach takes a much more personal approach. It starts with a direct mail campaign, as described in $1 million car on the table (September 21, 2002), by Neil McDonald:
The potential buyers will receive, hand-delivered, a quality $50 coffee-table book detailing the car's history and brief details of the new model.
"We've gone for a personalised focus rather than mainstream advertising," he said.
Later next month, the country's top 160 individuals, identified through the BRW Rich 200 list will get the same coffee-table book but it will be presented in a hand-crafted high-gloss timber box worth about $300 and personalised with the potential customer's name in brass on the lid.
Once a customer contacts the company for more information, he/she is assigned a personal liaison to help with the transaction. There are two options for actually ordering a vehicle:
- You can travel to the Maybach Studio in Sindelfingen, Germany.
- You can visit select Mercedes-Benz dealers that have a Maybach sales center on-site.
Mercedes-Benz describes the approach in this 2002 press release:
With its stylish architecture and exclusive furnishings, featuring cutting-edge communications technology, the Maybach Studio reflects the fascinating world of the luxury brand - a world that can also be experienced by customers unable to visit the studio in person: Thanks to video conferencing technology, they can directly address staff in Sindelfingen from any Maybach Sales Center in the world should they have questions regarding the purchase and equipping of their high-end luxury sedan.
A typical sales center in the United States features the ability to try out different trim and color options for both the interior and exterior of the car using computer software and plasma displays in the showroom.