Daimler to shut down Maybach brand in 2013 image

Daimler AG will cease production on Maybach Super-Luxury models in 2013. The German automaker will offer more versions of its next high-end Mercedes S class model.

Last time, Daimler’s CEO Dieter Zetsche said is in talks with Aston Martin over a potential partnership that would see the British luxury carmaker design and build a new Maybach ultraluxury sedan for the German automaker.

As part of the deal, Aston would reportedly benefit from the use of Daimler engines and platforms for AM future models – possibly signaling an end to its own in-house engine development.

However, the deal ended and now Daimler decided to pull the plugs off and to offer the next generation S Class in up to six variants when the model will be unveiled in 2013.

“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.”

“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 the Frankfurter Allgemeine Zeitung interview, whose contents Daimler confirmed.

Daimler hasn’t made a profit on the Maybach after deciding to reintroduce the 1930s-era marque in 2002, Zetsche said.

Low sales – the reason
Initially, Daimler-Chrysler predicted annual sales of 2,000 global units with 50% coming from the United States; however, such lofty sales expectations never materialized.

The car, only managed sales of around 200 in 2010 (63 in the United States), out of the 1.27 million chalked up by the company as a whole.

In 2007 Mercedes bought back 29 US dealers, reducing the total from 71 to 42.

High price for the high luxury brand
The 57 and 62 are named after their respective lengths of 5735 mm (225.8 inches) and 6170 mm (242.9 inches).

The base price of a 2011 Maybach 57 is $344,000; the Maybach 57 S, $381,000; the Maybach 62, $394,000; the Maybach 62 S, $430,000, and the Maybach Landaulet semi convertible costs just over 1 million. The Maybach 57 Zeppelin is priced at €406,000 ($580,000) and the 62 Zeppelin at €473,200 ($677,000).