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.