Las berlinas de máximo lujo se mueven, como muchos de sus propietarios, en pequeños cÃrculos de contrincantes donde lo importante son los detalles.
No sólo es lo que se dice, si no como se hace ( salvo por Steve Jobs, que parece vivir en un mundo distinto). Los rumores pesan más de lo que podemos imaginar. Y eso le ocurre a Daimler con su división de lujo. Que no sabe como envolver la caja.
Hasta el momento ha pretendido ser, incluso por encima de la exclusividad de Rolls-Royce, la referencia de lujo y comodidades. Una alternativa al billete en primera clase para trayectos medios. Pero sólo han conseguido facturar unas 200 unidades al año. Es diez veces menos de lo que alcanza la marca de BMW, y por supuesto una cifra ridÃcula con la exitosa Bentley de Volkswagen.
Asà que, a escala lujo, nos encontramos con los problemas que las empresas matrices tienen con el resto de sus modelos. Daimler intentó justificar la comercialización poco rentable de sus buques insignia, pero el caso es que la Clase S no necesita publicidad. Ya tiene una imagen afianzada de tecnologÃa y distinción; y porque el Mercedes ya agota el nicho de mercado de quienes buscan calidad, Maybach está destinada al fracaso.
Por su parte, BMW mantiene a flote los coches del EspÃritu del Éxtasis (asi es como se llama la figura alada que preside los radiadores) gracias a quienes buscan una garantÃa de posición social, y Bentley conquista con tarifas moderadamente más asequibles.
Daimler ha abandonado a su suerte a la joya de la corona. En la nota de prensa de su último restyling se destacan las nuevas molduras de la parrilla central, o los 18 CV extra que han conseguido sacar a V12 de las versiones S. Ya se habla de venta, y un candidato firme es BYD, un golpe más de los chinos en su carrera por tomar los mercados volviendo contra sà mismos sus armas. Al contrario de lo que habitualmente hacemos, me arriesgo: venta o muerte. No hay más.
*Postdata: prometemos no haber trucado las imágenes: las fotos oficiales que acompañan este post son de vehÃculos matriculados en China.
En Sobreviraje|
Tags | Maybach, Mercedes-Benz
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