Daimler CEO: Maybach on the bubble in 2012

[HighestOfHigh]

Daimler CEO Dieter Zetsche said this week at the 2011 Detroit Auto Show that the German automaker will decide by year-end whether or not to shutter its super-luxury Maybach division.

The line of cars, meant to compete against the likes of Bentley and Rolls-Royce, has seen its business wither during the economic downturn. "The success or failure of Maybach hardly shows up on our results, but it is something I want to have a decision on by year-end. And everything is on the table," said Zetsche. Killing it off? "Everything is on the table," Zetsche repeated.

The Financial Times reported last month that Daimler was in talks with Aston Martin about taking over the development of future Maybachs. Zetsche said that partnerships like that are also on the table to see if there is a viable business model for the business.

Maybachs, which start at $366,000 have been popular with some pro athletes and hip hop moguls. Jay-Z and Russell Simmons are among owners. Jay Leno owns one as well. Golfing great Nick Faldo has been among the brand pitchmen.

The current lineup of Maybachs includes the Maybach 57 and 57S, Maybach 62 and 62S, and the Landaulet. Maybach first hit the boulevards in 1919, but was discontinued when World War Two broke out. Daimler-Benz bought what was left of the company in 1960.

The current-day Maybach made its debut at the 1997 Tokyo Auto Show at the height of the dot-com economy, and went on sale globally shortly thereafter. Last year, Maybach sold 63 cars in the U.S.

- Daimler CEO: Maybach on the bubble in 2012 — Autoblog

 

[63Bonneville]

I've posted this in another thread here, but, I feel that it belongs here, as well:

Now, according to this report, the Daimler, at the Detroit Auto Show/NAIAS, states that Maybach is essentially on the bubble in 2012, where he wants a decision reached by year end, of the brand will survive or die. Zetsche states, "The success or failure of Maybach hardly shows up on our results, but it is something I want to have a decision on by year-end. And everything is on the table". Regarding the recent news of Aston-Martin/Lagonda partnering with Daimler, pursuing future Maybach development, Zetsche said that partnerships like that are also on the table to see if there is a viable business model for the business, according to this report.

Here are potential scenarios that I see:

• New-generation of Maybachs and line-up expansion, courtesy of Aston-Martin/Lagonda (the hopeful arrangement)
• Maybach reaching the end of the line after life-cycle ends, and next-generation Mercedes-Benz S-Class (larger) variants taking it's place, and what was to be developed as some Maybachs to become Lagondas instead.

 

[Mr. Mercedes]

Statements like this would hardly instill confidence in potential buyers of these cars.

Rather than harping on about making a decision they need to shut up and actually make one, one way or the other.

I vote MERCEDES MAYBACH!

 

[Merc1]

Yeah it doesn't look good. I bet decision hinges on whether or not they can make a sound deal with Aston-Martin.

Mercedes challenged and beat Rolls and Bentley before with cars like the 600 so they can do it again, under the Mercedes-Benz name with the proper car. What that would be nowadays I don't know, but Maybach isn't needed if they aren't going to go all out with it.


M

 

[Wolfgang]

an update.

Maybach successor - Expect decision by year end 2011

Daimler will decide by year end whether there will be a new model of the Maybach, and thus if the luxury brand has a future.

"We have to do it soon because the model cycle is not endless," Daimler chief Dieter Zetsche told auto motor und sport. The decision is open, even though the Maybach models are profitable. "I wish for a positive decision if we can create the conditions," said Zetsche.

Emission requirements are a problem

"We have a lot of money invested in the brand, in the past. On the other hand, we now sell every car with a very attractive margin."

Zetsche sees problems in particular if Maybach can comply with EU emission requirements. "We have to face the new emission requirements and think about the future of the Maybach."

http://www.auto-motor-und-sport.de/...lger-entscheidung-in-diesem-jahr-3527086.html