Photo: Mercedes
In a bid to streamline marketing costs and boost high-margin sales, it’s been reported that Daimler will create a new luxury group comprised of the AMG, Maybach, and G-Class sub-brands. The official announcement could be made in September at the Munich Auto Show.
According to Autonews Europe, current AMG boss Philipp Schiemer is expected to preside over the new group, which through AMG, Maybach, and the G-Class portfolio will be able to rival performance cars, luxury cars, and off-road vehicles.
“Strengthening the sub-brands is an important pillar in the Mercedes-Benz strategy,” said a Daimler spokesperson during an interview with Automobilwoche. “We will not only maintain the independence, strong identities and evolved corporate cultures of the individual brands, but also further expand and sharpen them. Currently, we are in the process of designing it and evaluating the potential in the various areas.”
This restructuring comes during a period of change for Mercedes-Benz. As far as AMG is concerned, the performance division expects its first electrified model to debut this year (with a U.S. market launch for 2022). Maybach meanwhile just launched the new Mercedes-Maybach S-Class, which is supposed to act as a direct rival to the Bentley Flying Spur—the German carmaker has sold more than 60,000 Maybach-branded S-Class sedans globally in the past six years.
As for the G-Class portfolio, we expect Mercedes to unveil a fully electric version of the G-Wagen, likely dubbed the EQG.
To clarify, a new luxury group comprised of these three sub-brands/divisions is unlikely to affect product development in any way that might impact consumers. Bundling them together is strictly a business decision, with potentially positive financial repercussions.
Daimler also plans to develop the agency selling model in several European countries after receiving positive feedback from agency model pilot projects in Sweden and South Africa. Here, the goal is to implement a more streamlined and digitalized sales and distribution process in Europe and Australia.
“Strengthening the sub-brands is an important pillar in the Mercedes-Benz strategy,” said a Daimler spokesperson during an interview with Automobilwoche. “We will not only maintain the independence, strong identities and evolved corporate cultures of the individual brands, but also further expand and sharpen them. Currently, we are in the process of designing it and evaluating the potential in the various areas.”
This restructuring comes during a period of change for Mercedes-Benz. As far as AMG is concerned, the performance division expects its first electrified model to debut this year (with a U.S. market launch for 2022). Maybach meanwhile just launched the new Mercedes-Maybach S-Class, which is supposed to act as a direct rival to the Bentley Flying Spur—the German carmaker has sold more than 60,000 Maybach-branded S-Class sedans globally in the past six years.
As for the G-Class portfolio, we expect Mercedes to unveil a fully electric version of the G-Wagen, likely dubbed the EQG.
To clarify, a new luxury group comprised of these three sub-brands/divisions is unlikely to affect product development in any way that might impact consumers. Bundling them together is strictly a business decision, with potentially positive financial repercussions.
Daimler also plans to develop the agency selling model in several European countries after receiving positive feedback from agency model pilot projects in Sweden and South Africa. Here, the goal is to implement a more streamlined and digitalized sales and distribution process in Europe and Australia.
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