- The storied Maybach brand will be laid to rest — once again — in 2013 when the next-generation Mercedes-Benz S-Class range comes to market.
- Daimler revived Maybach in 2002 as a potential rival to BMW's Rolls-Royce and VW's Bentley ultra-luxury brands.
- Daimler reportedly sold fewer than 200 Maybachs worldwide last year.
STUTTGART, Germany — The storied Maybach brand will be laid to rest — once again — in 2013 when the next-generation Mercedes-Benz S-Class range comes to market.
Dieter Zetsche, chairman of corporate parent Daimler AG, confirmed the impending demise of Mayback in a weekend interview with the German newspaper Frankfurter Allgemeine Zeitung, saying, "We came to the strong conclusion that the sales chances for the Mercedes brand are much stronger than those for Maybach."
In June, Zetsche had hinted that Daimler management was running out of patience with Maybach, which had been relaunched in 2002 as a potential rival to BMW's Rolls-Royce and VW's Bentley ultra-luxury brands. At the time, he said, "We are not running at the levels which we planned when we launched the product," adding that "how the future of this brand will look like is not decided yet."
Zetsche said Maybach sales were averaging 300-400 units a year. But the Wall Street Journal said Maybach's global sales shrank to less than 200 cars last year. Automotive News estimated that Maybach sales in the U.S. through the first 10 months of this year totaled only 44 cars.
U.S. prices start at $375,250 for the Maybach 57 and range up to $1.38 million for the Maybach Landaulet.
Media reports from Europe said Daimler will fill the void at the top of its range with new versions of the next-generation S-Class, which is due in 2013, including the revival of a stretched-wheelbase S600 Pullman edition.
Inside Line says: The Maybach 57 and 62 sedans looked like generic versions of the Mercedes S-Class on which they were based, and were never redesigned over their 10-year lifespan. Small wonder they were never serious rivals to Bentley and Rolls.
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says:
09:12 PM, 11/30/2011
Is anyone surprised? Look at it. Reminds me of a Hyundai that tried to look like the E-class when the Mercedes had the double lights in the front. Calling it "homely" would be too kind. Who's hired and continues to pay those designers?
rayzor says:
12:51 PM, 11/29/2011
MB missed the mark by making it too similar to the S class. People want distinction, not a warmed over S class...There is no quick and easy way to make sa quick buck...
johnmarco says:
08:42 AM, 11/29/2011
A sad day for basketball players and the House of Saud.
What's the post-mortem on this one? How does a company with Daimler's resources go the trouble to launch a brand like this, and then let it fester and slide backwards for years? It doesn't make a lot of sense.
mklrivowner says:
08:07 AM, 11/29/2011
Daimler killed Maybach years ago. Much like they tried to do with Chrysler. Too little funding, forced products, no remodeling efforts or provisions,...
It's a shame that this sort of thing is allowed to happen in the industry. I agreee with lolxd that perhaps if this sort of thing didn't happen (head companies killing their own to foster increased sales in the 'close-to-their-heart' brands), perhaps the Ultra-Luxury field would look drastically different.
lolxd says:
12:25 AM, 11/29/2011
It's a sad fate for Maybach turning from one of the most prestigious luxury car makers into some Rolls Royce Wannabe (by today's standards) but can't get away from the fact that it is nothing but an enlarged S class.
If the Automotive world wasn't so cruel, Maybe the Maybach (Germany), Rolls Royce (Great Britain) and even Deusenburg(United States) would be competing now :)
ttbuyer says:
10:32 PM, 11/28/2011
Always a pointless brand. Adios, Mein Herr!
zero0 says:
06:37 PM, 11/28/2011
And I was just about ready to buy one!
kipster says:
05:52 PM, 11/28/2011
"Daimler To Kill Maybach in 2013"?
Looks more like the consumers killed it in 2012.