Daimler to axe Maybach

by Ella FAIRCHILD on November 30, 2011

German industrial group Daimler will disband its Maybach car marque.

This decision follows nearly a decade of attempting to make Maybach as profitable as the likes of Bentley and its rival Rolls Royce. Maybach is going to be replaced by newer and more luxurious designs from Mercedes, which is made by Daimler too. Daimler has apparently pumped over 1bn euros into Maybach - which was resurrected nine years ago despite being out of production for six decades.

Daimler chief executive Dieter Zetsche said in an interview with Frankfurter Allgemeine, a German newspaper sold daily, that it wouldn’t be sensible to develop any successor models for Maybachs. The company had resurrected the brand in response to BMW’s decision to take control over the Rolls Royce marquee. Additionally, Volkswagen acquired Bentley.

When Maybach was revived, Daimler had hopes of selling 1,000 of them per year at over
300,000 euros each, but it fell short of this at just 200 a year. Daimler’s next step is expected to be the targeting of the much lower-priced area of the luxury market through its new Mercedes luxury range, while developing cars for sale at prices in the region of 100,000-300,000 euros.

Comments on this entry are closed.

Previous post: No relax of border controls during strikes

Next post: RET ferry fares plan extended