Daimler AG will shut down the super-luxury Maybach brand to end almost a decade of losses from an auto that sells for more than $350,000 when a revamped version of the flagship Mercedes-Benz S-Class comes to market in 2013.
“It would not make sense to develop a successor model,” Chief Executive Officer Dieter Zetsche said in remarks confirmed by Daimler spokesman Marc Binder. “The coming S-Class is in such a way a superior vehicle that it can replace the Maybach.”
Daimler hasn’t made a profit on the Maybach after deciding to reintroduce the 1930s-era marque in 2002, Zetsche said.
The upcoming S-class wouldn’t have to be that much superior, given Jack Baruth’s dismissal of the current Maybach:
It seemed like such a wonderful idea: build a car that combined the styling of the Hyundai XG300, albeit without some of the more tasteful details of that model, and the interior of the thoroughly-reviled W220 S-Class, albeit with carved-wood buttons. Drop a twin-turbo V-12 and some retractable curtains in it. Paint it in two-tone schemes that wouldn’t have passed muster of a ’78 d’Elegance, and charge three hundred grand for it. Oh yeah, name it after a car nobody remembers, just to make absolutely certain there’s no brand equity.
Come to think of it, who in the world actually bought a Maybach? Besides Rush Limbaugh, I mean.