Maybach to be Axed by Mercedes

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Thread: Maybach to be Axed by Mercedes

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    Maybach to be Axed by Mercedes

    Maybach to be Axed by Mercedes
    Autocar
    November 25, 2011
    by Greg Kable

    High ranking Mercedes-Benz sources have confirmed to Autocar that the under-performing Maybach brand will officially be killed off in 2013.

    The decision to disband Mercedes-Benz’s upper luxury marque comes after lacklustre sales of the company’s existing 57 and 62 limousines and a recent decision from chairman Dieter Zetsche not to push ahead with the development of replacement models – the likes of which were tentatively due out in 2014 – owing to what one insider describes as a "positive move to focus greater attention on the Mercedes-Benz brand."

    "We’ve come to the conclusion that it is better to cut our losses with Maybach than to continue into an uncertain future with a brand that has failed to live up to original sales expectations," said the insider. "Plans are already in place to fill the void left by the axing of the Maybach 57 and 62 with the next-generation S-class, which will be offered in three wheelbase variations, including a top-of-the-range S600 Pullman."

    Moves to push Mercedes-Benz further upmarket into the segment follows an internal marketing study which came to the conclusion that it has more potential to succeed in the upper luxury segment against competition from the likes of Bentley and Rolls-Royce than Maybach, which despite being revered at home in Germany failed to gain traction in key world markets.

    Despite the plan to dump Maybach, both the existing 57 and 62 will be produced through to early 2013, at which point the fifth-generation S-class is due to be introduced.

    Full article at link.

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    Re: Maybach to be Axed by Mercedes

    This has been a long time coming. For whatever reason, Daimler refused to throw Maybach a bone and give Maybach the things they needed, namely vehicles that looked like something other than a bloated 2000 S-Class. The Exelero Concept would've made a fine production super coupe.

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    Re: Maybach to be Axed by Mercedes

    So in early 2013, we can expect volcanic orgasms centered in the San Francisco area.

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    Re: Maybach to be Axed by Mercedes

    That's too bad. If they were given the proper funds, they could have actually been relevant. Rolls Royce and Bentley have one less competitor now.
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    Re: Maybach to be Axed by Mercedes

    It mostly failed because it looked too much like a S Class. Front and back.

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    Re: Maybach to be Axed by Mercedes

    Now Daimler will use that money for Mercedes. It's a smart decision.

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    Re: Maybach to be Axed by Mercedes

    Quote Originally Posted by Sal Collaziano View Post
    Now Daimler will use that money for Mercedes. It's a smart decision.
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    Re: Maybach to be Axed by Mercedes

    Quote Originally Posted by Sal Collaziano View Post
    Now Daimler will use that money for Mercedes. It's a smart decision.
    Absolutely , I think the commercial failure of the SLR convinced MB that they could not push forward into the rarified air near RR or Bentley. MB had an Ocean Drive concept S class that very well could have pushed them into Bentley pricing for a non AMG model but they did not produce the car. The SLS is now doing amazing, ,and MB has had mild success with AMG model S class MB's near an entry Bentley price point so its certainly feasible that the MB brand like Jaguar can support cars significantly more than $100,000. BMW very nearly went this route by producing a 9 series model but thanks to the success of the Ghost that brand is more viable.
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    Re: Maybach to be Axed by Mercedes

    G.f.c.

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    Re: Maybach to be Axed by Mercedes

    ...and people are happy with Rolls Royce and Bentley - there's just no need for Maybach. Everything you could ever want can be found at Rolls Royce - and it's not like you're seen as "settling" if you buy one. I think at that level, there's really no reason to go searching anywhere else. It's not like everybody on your block as a Phantom and you just need something different.

    Quote Originally Posted by germeezy1 View Post
    Absolutely , I think the commercial failure of the SLR convinced MB that they could not push forward into the rarified air near RR or Bentley. MB had an Ocean Drive concept S class that very well could have pushed them into Bentley pricing for a non AMG model but they did not produce the car. The SLS is now doing amazing, ,and MB has had mild success with AMG model S class MB's near an entry Bentley price point so its certainly feasible that the MB brand like Jaguar can support cars significantly more than $100,000. BMW very nearly went this route by producing a 9 series model but thanks to the success of the Ghost that brand is more viable.

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    Re: Maybach to be Axed by Mercedes

    China was Maybachs only hope but as said above they looked like a badge engineered Benz.

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