Daimler: Maybach Brand To Make A ComebackThe Maybach brand is making a comeback, but will it be able to position itself to compete more effectively this time?
Soon after the release of the 57 and 62 models by Maybach, the name became synonymous with ultra-luxury in the automotive world and otherwise (see R&B music videos, etc.) very quickly. Reviews and news on the vehicles were placing the brand among the ranks of Bentley and Rolls Royce. However, despite the rising prominence of the brand in the media world, the Maybach cars never even came close to selling in quantities that would have been profitable for Daimler. In fact, it was calculated that the German automaker lost some $400,000 for every Maybach vehicle they sold. And after just 3,000 Maybach vehicles sold between 2002 and 2012, Daimler announced in November 2011; to finally cease production in December 2012.
The last generation of the Maybach was produced from 2002 until its demise in 2012.
Now however, Mercedes (under Daimler AG) is apparently reviving the defunct luxury brand. Reports indicate that by the end of 2014, we could see a renewed iteration of the Maybach, more closely linked to Mercedes, as it’s top of the line, long wheelbase S-Class. The vehicle would come in one tranche higher than it’s current top of the the line S-class; the S600 (powered by a twin-turbo V12). Personally, I was always a big fan of the Maybach (I always thought it was the best combination of luxury and technology) so I’m pretty thrilled to see the return of the brand. However, let’s just hope Mercedes has learned it’s lessons form the 57 and 62 series and are able to position the car more appropriately to at least be able to break even on this vehicles.
The new Maybach will be positioned above the S-Class & have a longer wheelbase than the S600.