Daimler Confirms Maybach Brand to End in 2013
Daimler will discontinue Maybach production in 2013 after persistent low sales, shifting focus to expanded high-end Mercedes S-Class variants to fill the gap.
Daimler AG will wind down its Maybach ultra-luxury brand in 2013, following years of disappointing sales and a failed partnership attempt with Aston Martin. The move ends the marque’s second run, which began in 2002 as a challenger to Rolls-Royce and Bentley. Despite high hopes, Maybach struggled to capture the market share Daimler envisioned.
Daimler to Discontinue Maybach Brand in 2013
Background: Maybach's Revival and Ambitions
The Maybach name was revived in 2002, aiming to reestablish itself as a top-tier luxury brand. Daimler targeted annual sales of 2,000 units, expecting half of those from the United States. The brand’s relaunch was intended to position it alongside established luxury names such as Rolls-Royce and Bentley, leveraging Daimler's engineering and luxury credentials. However, Maybach faced challenges from the outset, struggling to gain traction in a market dominated by long-standing rivals.
Sales Performance and Market Response
Actual sales figures never matched Daimler’s ambitions. In 2010, only about 200 Maybachs were sold worldwide, with 63 of those in the US. This was a small fraction of Daimler’s overall vehicle sales, which reached 1.27 million that year. In response to weak demand, the company reduced its US dealer network from 71 to 42 by 2007. The low sales volume persisted throughout the brand’s second life, and the high price tag did little to boost demand.
The Maybach 57 and 62, the brand’s core models, were named for their lengths in decimetres: 5,735 mm and 6,170 mm, respectively. Prices for these vehicles were substantial, with the base 57 starting at $344,000 in 2011 and the 62 at $394,000. The Maybach 57 S and 62 S commanded even higher prices, and the Landaulet semi-convertible was priced at over $1 million. Special Zeppelin editions pushed prices further, up to €473,200. Despite their exclusivity and luxury features, these models did not achieve the expected sales volumes.
Challenges in the Ultra-Luxury Segment
Maybach’s position in the market proved difficult. It was positioned between Mercedes-Benz and the established British luxury marques, but buyers often gravitated towards Rolls-Royce and Bentley. The exclusivity of the Maybach badge was not enough to sway customers in significant numbers, and the brand struggled to define its identity separate from Mercedes-Benz.
Abandoned Aston Martin Partnership
At one stage, Daimler considered a partnership with Aston Martin to develop a new Maybach ultraluxury sedan. The potential deal would have seen Aston Martin design and build the car, while benefiting from Daimler engines and platforms for its own future models. However, talks ended without agreement, and the collaboration did not proceed. This left Daimler to decide the fate of Maybach independently.
Mercedes S-Class to Fill the Gap
With the decision to discontinue Maybach, Daimler will expand the Mercedes S-Class range to address the gap in its luxury line-up. The next-generation S-Class, due in 2013, will be offered in up to six variants, including three wheelbase options and body styles such as the S600 Pullman. This strategy aims to attract high-end buyers by leveraging the established reputation and global reach of the Mercedes-Benz brand.
Daimler CEO Dieter Zetsche confirmed that the company had not made a profit on Maybach since its relaunch. The decision to focus on the S-Class reflects Daimler’s conclusion that its main luxury brand offers stronger prospects in the top segment than Maybach could achieve.
Maybach's Legacy and Aftermath
Once existing orders are fulfilled in 2013, the Maybach badge will disappear from new-car showrooms. Owners of Maybach vehicles will continue to receive aftersales support, but Daimler’s focus is now on consolidating its luxury offering under the Mercedes-Benz marque. The expanded S-Class is expected to compete directly with the top models from Bentley and Rolls-Royce, using the strength of the Mercedes brand and its extensive dealer network.
| Maybach 57 | 5,735 mm length, base price $344,000 |
|---|---|
| Maybach 62 | 6,170 mm length, base price $394,000 |
| Maybach 57 S | Base price $381,000 |
| Maybach 62 S | Base price $430,000 |
| Maybach Landaulet | Over $1 million |
| Maybach 57 Zeppelin | €406,000 ($580,000) |
| Maybach 62 Zeppelin | €473,200 ($677,000) |
