Report: Maybach Brand faces wind down

[Mr. Mercedes]

I think it will survive. And if it dies, they will move upmarket with Mercedes. There's no way they're leaving it to Rolls and Bentley.

 

[Bartek S.]

The future of the ailing Maybach brand will be decided, according to reports, until the end of July. Up until now, the German firm’s parent company, Daimler, was faced with two options: either axe the brand entirely, or work with another carmaker, preferably Aston Martin, to share the development and manufacturing costs to the successors of to its not-so-well received uber-sedans.
Now, according to Automotive News, it seems that a third option is on the table: that Maybach will become a sub-brand of Mercedes-Benz.

Following the example of AMG, which is responsible for the sportiest versions of Mercedes’ models, the Maybach label may be applied to the more luxurious versions of the brand’s premium models such as the S-Class, the CL and the GL.

If the brand is not killed off and either of the two aforementioned proposals is chosen, it is possible that we will see a concept model as early as the Frankfurt Auto Show in September.

Daimler Puts a Third Option on the Table: Turn Maybach into a Sub-Brand for Mercedes

 

[EnI]

As it was planned in the very first beginning ... The Concept was premiered as Mercedes-Benz Maybach back then in 1997, and planned to be pinnacle of MB cars. But somehow bosses decided to revive Maybach as an independent brand. Fail!

 

[wookieecrisp]

I would rather Maybach stay as its own brand... there is something so exotic about its image and cars. It is really too bad that Daimler failed to keep them updated throughout this decade; I really hope that they can do something better with Aston!

 

[Merc1]

The fact that they don't know what to do with the brand or what to do about it and that its future is at stake, kills the prestige for a buyer's point of view in this segment IMO. Buyers in this class know that Bentley and Rolls-Royce aren't ever going anywhere now since they're under German ownership. They need to sort this out internally and keep the thought process out of the press. Make a decision, execute it brilliantly (if possible) and be done with it. The Maybach and Aston tie up sounds good to me, though I still think Aston would benefit more than Maybach would IMO. All they need to do is let Aston style car and make it look completely different from current Astons and Mercedes, both inside and out.


M

 

[LaArtist]

Haah they took my advice..ive been crying about this since the MM came out..
It should be what AMG is for MB but in terms of luxury

 

[K-A]

Yeah, they need to stop "revealing" this info to the Press. If I'm buying anything, especially a $300+K car, then I don't want the headlines of the cars name bringing up things like "Mercedes don't know what to do with the dead weight that is Maybach, should they kill it? Should somebody else build it?", etc. Just very demeaning to the brand.

At this point it is widely known and admitted that Maybach is a fail and is in dire need of resuscitation, which makes it interesting as to how they can sell a car of that price with a straight face.

 

[Mr. Mercedes]

The fact that they don't know what to do with the brand or what to do about it and that its future is at stake, kills the prestige for a buyer's point of view in this segment IMO. Buyers in this class know that Bentley and Rolls-Royce aren't ever going anywhere now since they're under German ownership. They need to sort this out internally and keep the thought process out of the press. Make a decision, execute it brilliantly (if possible) and be done with it. The Maybach and Aston tie up sounds good to me, though I still think Aston would benefit more than Maybach would IMO. All they need to do is let Aston style car and make it look completely different from current Astons and Mercedes, both inside and out.


M

I agree. I said the exact same thing a while back either in this thread or another. Who wants to spend 300K+ on a car when you don't even know if it's going to be around in 6 months. It's quite stupid of MB execs to continually blab about this issue to the press. Decide on something already and execute it well!

I'm for a combination of two of the three options. Cooperate with Aston and call the new vehicles Mercedes- Maybach or Maybach by Mercedes Benz. It makes perfect sense.

 

[K-A]

I vote for making it a "Mercedes Maybach", and ixnaying the Aston cooperation (don't think it would be a good thing if Aston puts its hands on the Mercedes brand). Mercedes has WAY more cachet than the Maybach name, and with both working together, it will only benefit both greatly, and it'll be like twin forces joining.

At the same time, there goes the S-Class as the Mercedes flagship, which may be a bad move (don't F with the S-Class legacy, it has a stronghold on the market, and no reason to devalue and tinker with it.....).

 

[Merc1]

I really don't know what they can do at this point. A Maybach by Mercedes? Sounds good, but what should it look like? An ultra Mercedes or something totally different? If it looks totally different then it shouldn't have the Mercedes name or look like one. Its all too much now, very confusing. I just don't get the feeling they really want to do anything with Maybach other than let it die slowly, building a few cars just to eek out a profit per unit as they do now. Must be really frustrating for Mercedes which can't seem to run any other brand, but their core brand correctly. Smart and Maybach, no. BMW and VW have perfected the art of managing other brands.


M

 

[Monster]

It is very surprising to see how a company like Mercedes can miss managed a sub brand so badly, there was no planning, no foresight. The market is clearly there, yet MB is just sitting there, waiting for god knows what while both BMW and VW are laughing their way to the bank with the tidy earnings from RR and Bentley. MB should not give up on the Maybach brand, especially now that there is a template to follow. MB has the ability to offer the market something absolutely stunning, the Ocean drive concept was a positive sign, so what is taking them so long?

 

[Merc1]

Money and no ideas I think, a lack of both. Mercedes is much healthier now, but I don't think anyone knows what a modern Maybach is supposed to look like since the olders once look like Mercedes' with a different hood emblem. That clearly won't work in today's ultra-luxury car world. I think the original concept would have worked, back in 1997 but now a "Maybach by Mercedes" just doesn't sound right IMO now that I think about it. A Mercedes sedan on top of the S-Class? Doesn't sound quite right.



M

 

[Sovereign]

In my opinion Mercedes Benz is quite weak in brand building although they maybe the most powerful brand in automotive world. Mercedes Benz beacme the powerful brand through high quality engineering, pioneering efforts of the company and to some extent exclusivity. But its the result of over 100 years of the efforts and we have all seen how quickly their brand name was tarnished due to quality issues in early 2000. Lexus on the other hand build brand by a different strategy which gave them a quick foothold in the market and that is Lexus offered good quality product at lower prices. Innovation is not their cup of tea imo.

I think Maybach should be a seperate brand. Mercedes will make a big mistake by making it a sub brand now. Maybach will be considered as a failed attempt by Mercedes after Chrysler and then using the failed brand on a successful brand is not a good strategy imo. AMG was a whole different game. From its inception AMG was kind of a sub brand for Mercedes even when not owned by Mercedes. And Mercedes didnt develop this brand they instead purchased it. Maybach, if uses the next S class platform should hire a coach builder like Pinifarina to design and develop the external design and bodies.

Smart is another brand where Mercedes failed to take advantage of. Smart stared quite well with innovative concept but now its outdated interms of design and engineering. The bottom line is that brand is the result of what is desired by the customers. Maybach or Smart both lack what made Mercdes the most powerful brand in the world. Mercedes stands for constant innovation, engineering, quality, design language, comfort and they are the leader in these areas. BMW stands for handling. What does Maybach stands for? It offers nothing in uniqueness, even their panoramic sunroof is now available in SLK. At least give Maybach uniqueness through coachbuilding and seperate design language. Similarly Mercedes should give the A class to the Smart brand. Daimler must not dilute the Mercedes brand name by low priced A class and be brave to use Smart instead. A class will be the S class for Smart and give it the boost it requires badly.

 

[K-A]

Well put on that last part about diluting the Mercedes name with lowly models like the A-Class.

I wish Mercedes would cut the crap out of their brand, and move Mercedes closer to what they wanted Maybach to be. Mercedes has more cachet and a more powerful/luxurious name than Rolls Royce, Bentley, anything. They should keep the core models, and give them as much premium attention that they can.

It would be great if they can move the lower models into other sub-brands, however, I do understand why they can't/won't.... Because as they've found out (the hard way), building a brand from scratch and making it known to be "Owned By Mercedes Benz" is easier said than done, and doesn't really do much. People want the Star on the hood and the Mercedes name, so M-B builds these little cheapo embarrassments.

 

[Wolfgang]

Latest rumors. No end in sight for Maybach.

Google translated SZ article

PS. June 2011 USA sales:

WSJ data center

 

[HighestOfHigh]

^Yea I really hope Benz keeps Maybach around.

 

[LaArtist]

There should be a decision during july..cant wait

 

[Wolfgang]

The decision was delayed. Also, there won't be a Maybach concept at the IAA.
Daimler verzögert Entscheidung über Maybach - AUTOMOBIL PRODUKTION

 

[LaArtist]

Wtf i was just about to ask about that decision and now its delayed..

 

[Merc1]

Awww....they must really be trying hard to come up a way to save the brand. I would kill to be a fly on the wall in those meetings.


M