Report: Luxury brand Maybach faces wind down

By Mark Kleis - Posted March 16th 2010

A new report suggests that Mercedes-Benz may soon replace the Maybach brand with more upscale S-Class sedans. Daimler, parent company for both Maybach and Mercedes-Benz, is faced with dismal sales for the low volume automaker and sees more profitability in an upscale Mercedes than the stand-alone Maybach brand.

According to a report by Auto Express, several executives with inside knowledge have voiced their intentions to begin winding the brand down. The first hint at the coming demise of Maybach can be found in the lackluster updates for the next models – with nothing more than new grilles and LED lights across the lineup.

This retraction in funding for the brand comes as Mercedes-Benz is set to unveil what is expected to be a huge step forward for the S-Class in 2014. The next S-Class is rumored to receive significant upgrades to the vehicles’ technology, including the Human Machine Interface.

Another massive technology breakthrough expected for the next S-Class will be the addition of a plug-in hybrid, rumored to get as much as 70 mpg on the European cycle.

With Mercedes-Benz set to up the technology and luxury levels – and the price – of the next S-Class, the business case for retaining Maybach becomes too much to justify. Maybach currently offers five massive luxury sedans in the U.S. market, including the Landaulet which features a retractable rear roof.

References
1. ‘Maybach facing axe…’ view