Given that Daimler has not turned a penny profit on Maybach since 2002, the German automaker will kill the underperforming uber-luxury Maybach brand in 2013.
However, until then the company has decided to increase the MSRPs on 2012 models by about $4000 across the board. The only model that will keep its price is the $1.38m Landaulet, which stays the same.
Therefore, the basic Maybach 57 will start at $379,050 ($375,250 2011 model), while top of the line Maybach 62 S** will start at $470,350 ($465,750 2011 model).
While Daimler had hopes of selling 1,000 Maybachs a year, it has sold only a total of 3,000 since the car’s relaunch nine years ago, and in recent years, sales dwindled to around 200 a year.
“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,” an insider says, “which will be offered in three wheelbase variations and six different body styles, including a top-of-the-range S600 Pullman.”
“We came to the strong conclusion that the sales chances for the Mercedes brand are much stronger than those for Maybach,” Mr. Zetsche was quoted as saying in an interview with Frankfurter Allgemeine Zeitung.
The Maybach nameplate was brought back from the dead in 2002 following Mercedes-Benz’s failure to acquire the Rolls-Royce and Bentley brands after Volkswagen outbid them.