The Mercedes-Maybach GLS:
The Wealth of Independence
｜Research｜
A comprehensive market audit revealed a disconnect between Mercedes-Maybach’s global “elite in the desert” campaign and Taiwan’s emerging affluent demographic (average age ~45 vs. target ~30). Showroom observations confirmed that most door-openers were older “uncle” buyers, signaling low engagement among younger high-net-worth individuals. In-depth interviews uncovered two distinct wealth pathways:
Heritage elites who inherit and preserve status through traditional symbols of luxury
Modern visionaries (à la Elon Musk) who acquire wealth by innovating for future impact and value creation
These insights prompted a redefinition of “independence” to encompass creative agency, source-of-wealth ethos, and cultural influence rather than mere financial freedom.
Independence
Legacy Rewired: The New Luxury Code
｜Strategy｜
Our strategic pivot reframed Mercedes-Maybach GLS’s global slogan,
“To create the very best from the very best,” into a three-pillar value proposition:
• Continuous Creation: Embrace uncertainty and unlock new possibilities beyond inherited privilege
• Source-Driven Consumption: Demonstrate that how wealth is earned dictates how it is invested in experiences
• Impactful Independence: Showcase that true luxury empowers knowledge, culture, and societal contribution
To embody this proposition, we curated a cross-temporal dialogue between heritage icons (Queen Elizabeth II, Madonna) and tomorrow’s pioneers, illustrating Maybach’s evolution from aristocratic coachbuilder to visionary technology leader.
Only We see the possibilities, can we recognize the path to true wealth.
｜Design ｜
We brought the strategy to life through an integrated brand-curation campaign:
• Flagship Brand Magazine: Featuring immersive photo essays and thought-leadership interviews that contrasted old-world opulence with futuristic innovation
• Immersive Showroom Experience: A hybrid theatrical installation blending baroque architecture with interactive AR simulations, inviting younger prospects to “build their desert dream” and test-drive the GLS in a simulated oasis
• Social & PR Activation: Exclusive invite-only roundtables with futurist speakers, live-streamed across social channels to reinforce Maybach’s commitment to culture and creativity
The Wealth of Independence
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The Wealth of Independence ⁎
Engagement Engine:
Driving a Knowledge-Culture Revolution
｜Outcomes ｜
The campaign successfully lowered test-drive participant median age by 15% while boosting target segment showroom traffic by 30%, generating 120% more earned media coverage and 85% higher social interactions—ultimately establishing a new “knowledge-culture luxury” benchmark that aligned Taiwan operations with both local insights and global brand excellence.