Official: Mercedes-Benz to Kill Maybach Brand in 2013

Industry News

That's it folks: Maybach to shut its doors by 2013.

In a not so surprising move, Mercedes-Benz chairman Dieter Zetsche has officially decided to shut down the uber luxury Maybach brand by 2013. After nearly a decade of slow sales of the Maybach 57 and 62 models, this decision makes complete sense. The brand was simply unable to define itself in the wake of such competitors like Rolls-Royce and Bentley. This decision comes after Zetsche pulled the plug on the development for the replacements of both models.

A company insider says that they've "come to the conclusion that it is better to cut our losses with Maybach than to continue into an uncertain future with a brand that has failed to live up to original sales expectations. Plans are already in place to fill the void left by 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." Back in 2002 when the brand was re-launched, Mercedes-Benz had hoped to have annual sales of 800 units per year. It's never even come close.

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Mercedes first took over the brand after they were unable to buy either Rolls-Royce or Bentley, which are now owned by BMW and Volkswagen, respectively. Earlier this year, as some may recall, there was a proposal involving Aston Martin to be involved in the development of future Maybachs. That plan is now obviously off the table. Photos displayed are of the 2011 Maybach 62 S.

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