Daimler may sell or discontinue its ultra-luxurious Maybach brand. While its chief competitors Rolls-Royce and Bentley are pushing out well over 1200 units per year, Maybach only sold 157 cars in 2010. The brand was resurrected in 2002 with the 57 and 62 models, positioned above the S-Class. Before then it had been produced from 1921 to 1945.
Things started off ok for the first year, but after that sales dipped quite low, to such an extent that in some countries, like South Africa, specialist Maybach staff were trimmed and absorbed into the greater Mercedes-Benz fold.
For now it seems Daimler is looking for a partner to produce the next-generation cars. Aston Martin has been touted as a possible production partner, but nothing formal has been announced yet.
Two of the brand’s main problems were lack of product, with only two versions of the same car on sale, as well as perhaps lack of heritage; people just didn’t know the Maybach name.
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