High ranking Mercedes-Benz sources have confirmed that the under-performing Maybach brand will officially be killed off in 2013.
The decision to disband Mercedes-Benz’s upper luxury marque comes after lacklustre sales of the company’s existing 57 and 62 limousines and a recent decision from chairman Dieter Zetsche not to push ahead with the development of replacement models, the likes of which were tentatively due out in 2014.
Mercedes-Benz chief executive Dieter Zetsche confirmed the news to Germany’s Frankfurter Allgemeine Zeitung: “It would not be sensible to develop a successor model for the current Maybach. We have had full discussions within the company about which path in the luxury segment was the most promising. And we came to the clear conclusions that the sales chances for the Mercedes brand were better than Maybach’s.”
Moves to push Mercedes-Benz further upmarket into the segment follows an internal marketing study which came to the conclusion that it has more potential to succeed in the upper luxury segment against competition from the likes of Bentley and Rolls-Royce than Maybach, which despite being revered at home in Germany failed to gain traction in key world markets.