Maybach has been an icon in the luxury space, extending beyond the road and into contemporary culture, but their market share in the super luxury car space was minuscule vs Bentley and Rolls Royce. Their brand was hurting from a lower perception of luxury credentials since Mercedes acquired the brand.
MKG was selected to submit a no-limits concepts deck to show how to elevate the Maybach brand through a member’s club. The goal was to create a ground breaking experience to redefine the brand hospitality space that is in an incredibly competitive format.