Maybach is the most highly regarded ultra-luxury automobile maker according to a new study by New York City-based research and publishing fi...

Maybach is the most highly regarded ultra-luxury automobile maker according to a new study by New York City-based research and publishing firm, The Luxury Institute.

The study, "The Luxury Automotive Brand Status Index", rated 10 brands including, in alphabetical order, Aston Martin, Bentley, BMW, Ferrari, Lamborghini, Maserati, Maybach, Mercedes, Porsche, and Rolls Royce, and was conducted among households with a total net worth of $5 million to $25 plus million.

"Maybach's ability to earn first or second place on all of the four pillars of a luxury brand allowed it to break through despite its relatively low awareness and newness," said Milton Pedraza, chief executive of the Luxury Institute.

He added: "It is clearly an impressive win for Mercedes Benz, which launched the automobile in the hopes of capturing a solid share of the ultra luxury car segment. Still, the resilience of Rolls Royce and Bentley, given the onslaught of models from new competitors such as Maybach, and from traditional competitors such as Ferrari, Maserati, and Aston Martin, is a testament to their ability to adapt while maintaining their heritage and brand identity."

Respondents were asked to rate each automaker on "Four Pillars of a Luxury Brand" namely, delivering superior quality, uniqueness and exclusivity, whether the brand is used by people who are admired and respected, and the ability of each brand to make clients feel special throughout the entire customer experience.