Publications
Publications
  • June 2019
  • Case
  • HBS Case Collection

Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand

By: Anat Keinan, Klaus Heine, Marie-Cecile Cervellon and Sandrine Crener
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

The case traces the growth of Maybach from its origins as a pioneer in car manufacturing to its relaunch by parent company Mercedes Benz AG (now Daimler AG). It covers the relaunch strategy implemented by the German car manufacturer and examines the challenges of reviving a prestigious but dormant brand in an increasingly competitive luxury market. In a fast-paced, globalized and ultra-competitive environment, Mercedes is facing a complex set of challenges and needs to find the right strategy to make the Maybach heritage brand desirable and relevant to today’s demanding luxury customers.

Keywords

Heritage Brand; Relaunch; Brands and Branding; Luxury; Product Launch; Strategy; Auto Industry

Citation

Keinan, Anat, Klaus Heine, Marie-Cecile Cervellon, and Sandrine Crener. "Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand." Harvard Business School Case 519-099, June 2019.

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