Mercedes celebrates 100 years of Maybach automotive excellence

Delivering luxury, it’s a tough game but some players have managed to do that and very well. However, offering the best of both worlds with every model one after the other continuously for a century is harder still but one German icon, known to supersede every manufacturer in this esoteric segment, is Maybach which has retained its position inexplicably well even after all these years through the models which redefined standards of luxury, finesse, technology and performance. It celebrates its 100th anniversary in style through an astonishing campaign organised together with the Spanish artist, Ignasi Monreal.

This campaign projects the farsighted vision of Ola Källenius, the current chairman of the board of management of Daimler AG and leads to a fusion of the company’s glorious past, intricate present and innovative future through a picturesque comprising four aesthetically marvellous and retro-designed work.

Tagged as the most rarefied Mercedes-Maybach model on sale, the Mercedes-Maybach S-Class is depicted in nice, animated and fancy images by the designer. Memoire happens to be the design elements of the Renaissance period creating a medley with the modern fashion campaigns-something what the brand and its owners would be proud of. 

The artworks strive to mix tradition with a sight synonymous with an apparition and a legend with a strong lineage which has now evolved into reality. A time-proven evidence of the best breed of cars which scores really high on all fronts to win the hearts of its aristocrats, is what the Mercedes-Maybach S-Class has transformed into.

Krishan Bodhani, VP and Director of Sales and Marketing, Mercedes-Benz Middle East, said: “The Mercedes-Maybach S-Class stands alone as one of the most authentically iconic luxury vehicles every created, so it’s only natural that its legend should inspire such ground-breaking and thought-provoking artworks. The Mercedes-Maybach S-Class comforts and thrills in equal measure – attributes that helped to form the foundations for these truly unique, supremely creative and incredibly vivid works of art.” 

Commenting on the creation of this surreal world, Ignasi said: “We wanted to portray the Mercedes-Maybach as this legendary figure. The narrative begins with this group of ‘muses’ that plant an idea in Wilhelm Maybach’s head, and from there he delivers it to the world.” 

To pay homage to such an iconic car and brand could be a conundrum for even the most skilful designer. Only one like Ignasi, who has inhaled the purpose of the marque and is well-versed with its identity and legacy could’ve created such a scrumptious and feisty campaign. It adages not only the past and present, but even the future of the brand as it will be remarkably different in an era which would be prevalent with electric mobility and drastically different production methods. However, the brand has already provided a glimpse into the future and affirmed that it would maintain its roots through some classic Maybach touches while allowing modern touches to creep in the design, cockpit and engineering. 

The brand, why it succeeded so well is because it has continuously raised the bar in luxury automotive. Keeping an eye out on convenience at the forefront of its operations, Maybach reached the culmination when it collaborated with Mercedes which saw its revival and provided a new direction. The designer Ignasi played a crucial role in aiding the partnership between the two brands to reach where it has and evaluating the direction it is marching forward into, we are likely to see a ton of such masterpieces which are anticipated to set the tone for other luxury automakers to gear up their game and a legacy which would broaden its foundation.