Sommaire :

Remerciement :

Nous remercions tout d’abord Monsieur Bourienne de nous avoir fournis de précieux conseils pour la création de ce projet.

Nous remercions également l’école de nous avoir donné l’espace nécessaire pour pouvoir mener à bien notre projet.

Nous saluons tout particulièrement le personnel de Mercedes des Champs Elysées pour leurs précieuse aide.

Executive summary :

Initially, the production of these car was intended to compete with Rolls Royce and Bentley. This is the objective of Daimler Mercedes when it resuscitates the brand with two "M". The group had resuscitated in 2002 Maybach, brand created in 1909 then abandoned during the Second World War, but has never managed to impose it on their segment.

Today, Maybach earns money on every sold car but not enough to perpetuate the brand. The sale prices begin in " more than 300.000 euros " and can climb enormously according to the particular wishes of the customers…

In 2010, Maybach sold " approximately 200 " of these luxury sedans, a droplet in the middle of the 1,27 million cars made by the firm of Stuttgart.
Its big competitor BMW, high-end world leader of the car, produces from their part with more success and on a comparable niche Rolls-Royce with approximately 2500 sales.
Other third big actor of luxury car, Audi, subsidiary of the group Volkswagen, exploits their upper upscale marks Bentley and Lamborghini.

The problem for Maybach is to modernize its image which remains still underestimated to compete with the marks with a ultra-luxury positionings which takes advantage of a very strong fame as Rolls-Royce. Internet seems to be tools the most adequate to perfect its image and communicate on its new finishes in a constantly connected world …

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