In a move that was waiting to happen, Mercedes-Benz will shut down the Maybach brand, after the latter company’s sales continued to disappoint. A senior Mercedes-Benz source confirmed for autocar that Maybach will be axed, with another nail in its coffin being the fact that Mercedes chairman Dieter Zetsche recently decided not to continue with the development for replacements of the current models, the Maybach 57 and 62.
The new vehicles were supposed to be released in 2014, but it seems that Mercedes wants to focus on its own brand. To be more specific, the company plans to fill in the gap left by the move through the upcoming generation of the S-Class, which will offer three wheelbase versions, including a range-topping S600 Pullman.
This comes after a study revealed that Mercedes has more chances to tackle competition from brands such as Rolls-Royce and Bentley if it moves upmarket itself rather than try to rebuild the decaying image of the Maybach brand.
Thus, the company pulls the plug on a revival effort that started out in 2002, when Mercedes, which could buy Bentley as it was outbid by the VW Group, acquire Maybach. However, Mercedes chose to base the Maybach models on the S-Class, with the connection being visible to everyone and this is the most important factory that brought the luxury brand into the present situation.
However, the current 57 and 62 Maybach models will be kept in production until early 2013, when the fifth generation of the S-Class will arrive and take over.
This comes after a study revealed that Mercedes has more chances to tackle competition from brands such as Rolls-Royce and Bentley if it moves upmarket itself rather than try to rebuild the decaying image of the Maybach brand.
Thus, the company pulls the plug on a revival effort that started out in 2002, when Mercedes, which could buy Bentley as it was outbid by the VW Group, acquire Maybach. However, Mercedes chose to base the Maybach models on the S-Class, with the connection being visible to everyone and this is the most important factory that brought the luxury brand into the present situation.
However, the current 57 and 62 Maybach models will be kept in production until early 2013, when the fifth generation of the S-Class will arrive and take over.
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