I really like the idea of Mercedes-Maybach. I don’t mean the car unveiled in LA, but the creation of the brand within the brand. 

I’m no marketing wizard, but it seems to me that calling the car a Mercedes-Maybach rather than a Mercedes-Benz Maybach, it only shortens a long name, but rather more importantly defines far more clearly the kind of product it’s referring to.

Plus, at the same time, it opens up an almost infinite number of directions in which the name – being a brand rather than a model – can go. 

It works just as well with Mercedes-AMG and, indeed, the third Mercedes sub-brand, which is, of course, Mercedes-Benz.

Whom do we have to thank for this? My money is on Land Rover. I know it was far from the minds of those who designed the original Range Rover back in the 1960s, but that is the car that became almost by accident a brand within a brand, not least because ‘Land Rover Range Rover’ was such a mouthful.