I think they were trying to compare some cars against the competition. The Maybach is a complete failure against the Rolls Phantom. They are right that people could see through that it's just a very nice S-class, while the Rolls has 7 series parts underneath, they are so well hiddden that very few can tell. Look at the IPs on both cars.
The X6 seems to be doing well against its' less expensive competition: It is outselling the ZDX by 50%.