Mercedes Axes Maybach Brand
Emmanuel P November 25, 2011
With chairman Dieter Zetsche’s recent decision to stop development of the replacement models for the Maybach 57 and 62, the writing was on the wall for this historical brand which represented the ultimate luxury vehicle only the very rich could afford. In its golden days, a Maybach was the carriage that ferried princes, statesmen and captains of industry on their forays. The German manufacturer must have had high hopes for this ultra-luxury brand, but this did not turn out to be the case. With dismal sales and internal studies which found that an upmarket Mercedes S-Class could better bring the fight to the Maybach’s rivals, the decision to axe the brand was just another business reality.
Mercedes will continue to produce Maybachs until early 2013, after which the new S-Class is expected to take over. A Pullman version is rumored to be in the works, so Maybach followers will still have this option if an S-Class is too cramped for them. The original Maybachs made their names by concentrating on their builder’s design and engineering strengths. Sadly, today’s highly competitive environment means that the primary consideration must be the bottom line.
