Maybach axed by Mercedes-Benz

Mercedes-Benz has sent shockwaves through the automotive industry that they are to axe their Maybach brand.

More focus on Mercedes-Benz

The date of the underperforming closure will be in 2013. Disappointing sales have led to the decision which Dieter Zetsche, the Chairman of Mercedes-Benz, has called for more focus upon the Mercedes-Benz brand. The Maybach brand has been going since 2002 after 60 years out of production.

Dieter Zetsche was interviewed and said that a direct replacement model would not be developed. He said “It would not be sensible to develop a successor model for the current Maybach,”

Sensible decision

A source closed to the company said that it was safer option to axe Maybach as it was making a loss at present.

The source was quoted to have said “We’ve come to the conclusion that it is better to cut our losses with Maybach than to continue into an uncertain future with a brand that has failed to live up to original sales expectations,”

Life after Maybach

They also continued to explain how Mercedes-Benz is planning for life after Maybach. “Plans are already in place to fill the void left by the axing of the Maybach 57 and 62 with the next-generation S-class, which will be offered in three wheelbase variations and six different body styles, including a top-of-the-range S600 Pullman.”

The new Mercedes-Benz options will be priced at a much lower price.

Struggling to compete

Many experts saw this coming as Maybach have been struggling to compete with Rolls Royce and Bentley for almost 10 years.

More than €1 Billion has been invested into Maybach by Daimler since 2002. Their target if selling 1,000 per year for £260,000 was not met in quite disastrous fashion. The company have been selling just 200 per year.

For those of you who may not be familiar with Maybach, they are an exclusive car manufacturer. The rich and famous who are lucky enough to own one all consider themselves lucky have one.

The axe of Maybach is a very wise decision according to many automotive experts. Its poor performance has in many ways halted Mercedes-Benz’s progress and allowed Audi and BMW to take advantage of the situation. It makes both financial and practical sense to cut the companies losses.


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