Fail of the century #5: Maybach 62

A reputation goes a long way. However well engineered your brand-new super-lux limousine, if it’s not topped with a badge stuffed with history as well as heritage, it’s gon na battle.

So when Daimler managers were deciding what badge to add their yet posher Mercedes S-Class, a car to match the Rolls-Royce Phantom for the love of our world’s the very least kind billionaires, so they ‘d had such a recognisable brand to call upon. Like, say, ‘Mercedes-Benz’. A name that signifies ‘opulent cars and truck’ all over the world.

Yet Daimler bosses chose the three-pointed star just wasn’t luxurious sufficient for their Las vega penthouse on wheels, rather dusting off a name remembered by literally nobody under the age of 100. Which, in fairness, may have been the target audience.

Maybach. The name was as unevocative as the style. None of the Phantom’s art deco splendour here, the huge ‘Bach rather toenailing the fascinating trick of looking both brash yet featureless at the same time. Daimler might have conserved a whole lot of initiative by just billing consumers ₤ 370,000 for the privilege of having ‘cash do not buy taste’ tattooed across their foreheads.

The Maybach was at least peerlessly refined and comfortable, utterly protecting the rear seat traveler from whatever was outdoors. Which, the majority of the moment, was passing plebs questioning why the crammed passenger in the back had actually acquired an over-inflated Hyundai instead of a Roller.