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It's official: Daimler to drop Maybach in 2013

It's official: Daimler to drop Maybach in 2013

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After months of speculation, Daimler has officially decided to put the prestigious Maybach brand out to pasture.

Mercedes-Benz will take up the mantle in 2013, with the S-Class luxury sedan taking a major gulp from the Fountain of Youth. Six versions of the model (from the current three) will fill the gap left by Maybach’s demise, who until then will continue with business as usual.

In an interview with the German daily newspaper Frankfurter Allgemeine Zeitung, Daimler’s president and CEO, Dieter Zetsche, said that Mercedes-Benz would have a much better chance of selling high-priced exclusive models than Maybach.

He in fact hopes to double sales of the S-Class in the long run.

Revived in 2002, Maybach was originally aiming to deliver around 2000 units per year, but the automaker apparently never found the right formula: only 200 units went to new homes around the world in 2010.

On the other hand, Bentley and Rolls-Royce, the brand’s main rivals, managed to sell 1,430 and 512 units, respectively, during the same period in the United States alone.

Today’s news also confirms that the discussions between Daimler and Aston Martin, previously considered Maybach’s last hope, didn’t amount to anything, as we’d hinted at in an article published on September 30, 2011.

Source:Wall Street Journal