Daimler relaunched the Maybach nameplate in 2002 after a 62-year slumber, hoping the brand would steal sales from more established marques like Bentley and Rolls-Royce. However, the brand failed to live up to expectations, and just 157 Maybach vehicles were sold worldwide last year. Daimler originally targeted 1,500 sales per year.
"We held extensive discussions internally about which way would promise the greatest success in the luxury segment, and we came to the conclusion that the sales chances for the Mercedes brand were better than that of Maybach," Chief Executive Dieter Zetsche said.
To make up for the loss of Maybach, Mercedes will double the number of S-Class variants from three to six. That model expansion could boost S-Class sales to 80,000 units annually.
No word on when Maybach will officially be put down, but Mercedes' first super high-end S-Class models are expected to arrive in 2013.
References
1.'Daimler pulls plug...' view
