Daimler May End Maybach Without Aston Martin Partnership
Daimler is nearing a July decision on Maybach’s future, with talks ongoing for Aston Martin to build the next-generation model at Gaydon or risk the brand’s closure.
Daimler is set to decide by 1 July 2011 whether to axe the Maybach brand or proceed with a second generation developed in partnership with Aston Martin. The move follows years of disappointing sales for the ultra-luxury marque, with Maybach selling fewer than 200 cars worldwide in 2010 and just 63 in the United States, according to Autodata figures.
Dieter Zetsche, Daimler CEO, indicated the brand’s future is more likely to be secured if a partner is involved. The company has entered discussions with Aston Martin to take on production of a new Maybach model at its Gaydon facility, where Aston Martin currently builds the DB9, Vantage and Rapide. The partnership would see Aston Martin benefit from Daimler’s engines and platforms, which could mean an end to Aston’s in-house engine development for certain models.
What’s on the table for Aston Martin and Maybach?
The proposed deal would see future Maybach saloons built in the UK, with Aston Martin handling production. In exchange, Aston Martin would gain access to Daimler’s powertrains and platforms, potentially underpinning its next generation of models. This would be a marked shift for the British manufacturer, which has traditionally relied on its own engineering or sourced from Ford, but now faces the need for greater investment in technology to keep pace with rivals.
Autocar reports that the two companies are also discussing a jointly developed concept car, possibly to be shown at the Frankfurt Motor Show in September 2011. This would give both brands a platform to showcase the technical and design direction of any future collaboration.
If talks fail: Maybach’s end?
Should negotiations with Aston Martin break down, Daimler is prepared to discontinue Maybach altogether. The brand’s relaunch in 2002 was intended to challenge Rolls-Royce and Bentley, but it has consistently struggled to match their sales or cachet. With volumes so low, the business case for a new generation without outside manufacturing and development support appears weak.
Rival luxury brands are already watching closely. Bentley, for example, is reportedly interested in attracting Maybach’s high-profile clientele if the marque disappears. The outcome of Daimler’s decision will affect not only Maybach’s future but also Aston Martin’s product plans and the wider ultra-luxury saloon market.
For more on Aston Martin’s current production and future plans, see our coverage of theAston Martin Rapide.
