global ultra-luxury automotive brand · Singapore
rethinking ultra-luxury clienteling
Identified the priority ultra-high-net-worth client groups and designed more tailored ways to recruit, engage and build relationships with them.
which ultra-high-net-worth clients should maybach prioritise — and how should the relationship with them be built differently?
mercedes-maybach wanted to sharpen how it identified, recruited and developed relationships with ultra-high-net-worth clients in singapore.
we explored how different wealth profiles, luxury behaviours and social ecosystems shaped expectations of the brand and the ownership experience.
what we designed
a clienteling framework built around distinct uhnwi mindsets — defining who to prioritise, what each group valued, how maybach should engage them, and which experiences could deepen relevance beyond the vehicle itself.
impact
created a more focused approach to ultra-luxury client development in singapore — shifting from broad prospecting toward more tailored recruitment, relationship-building and experience strategies for priority client groups.
how we built the view
in-depth uhnwi interviews · luxury lifestyle and automotive journey exploration · consumer segmentation · luxury-brand benchmarking · mapping of private clubs, social networks and influence ecosystems · co-creation workshop
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