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While Mercedes had high hopes for the brand, Maybach’s sales have slumped to around 200 units annually, whereas targets called for sales of 1,000 cars per year. Daimler CEO Dieter Zetsche told German Newspaper Frankfurter Allgemeine Zeitung “It would not be sensible to develop a successor model for the current Maybach.”
Ultra-luxury versions of the next Mercedes-Benz S-Class will replace the Maybach in 2013.
[Source: Automotive News]
The ostentatious among us may be left without a chariot, as Mercedes-Benz is apparently mulling over a plan to kill the under-performing Maybach brand.
The first Maybach concept debuted in 1997, a time when the first dot-com bubble was rapidly growing, and a super-luxury car was a smart move for Mercedes. With the 180 degree turn in the world’s economy, Maybachs are now as relevant as sewing machines and type writers, and M-B execs are beginning to come around to the notion that an ultra-premium brand may be a mis-allocation of resources.
Mercedes is apparently evaluating Maybach’s viability on a yearly basis. Although the brand is largely inconsequential to their bottom line, Maybach only sold 63 cars in the USA last year, leading execs to question whether it’s really worth keeping the brand around for such a small customer base.