Mercedes-Benz is reportedly contemplating elevating its Maybach sub-brand into an even more premium category. This move aligns with the automaker’s previously outlined strategy to concentrate on vehicles with lower production volumes but higher profit margins.
According to an article from Car and Driver, which cites an unidentified senior source within the company, Maybach may offer bespoke and unique vehicles, including one-off and limited series of coachbuilt models.
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Overview of Bentley Bentayga
Currently, Maybach’s offerings are restricted to luxurious variants of the Mercedes-Benz S-Class, GLS-Class, and EQS SUV. A new SL-Class from Maybach was also confirmed last year. The brand aims to compete with established luxury automakers like Bentley and Rolls-Royce by introducing models that are distinct to the Maybach brand, as indicated by the insider.
The planned vehicles will be built in a coachbuilt style, marking a departure from unsuccessful ventures like the Maybach 57 and 62 sedans, which resulted in Mercedes-Benz discontinuing Maybach as an independent brand in 2012.
Mercedes-Benz Vision One-Eleven Concept
Among the reported proposals for new Maybach models are modern reinterpretations of iconic Mercedes-Benz vehicles, such as the 300SL Gullwing and roadster, the SEC coupe, a G-Class vehicle with a coupe-like design and a pickup truck rear, and even a supercar that draws inspiration from the recent Vision One-Eleven concept.
The Vision Maybach 6 Cabriolet concept, introduced in 2017, is also among the vehicles that appear to be prime candidates for production.
Mercedes-Benz had earlier alluded to a similar approach with its announcement about launching an exclusive series known as the Mythos series. Aimed at dedicated customers and collectors, these highly customized, limited-edition vehicles will likely be available by invitation only, akin to Ferrari’s competing Icona series. However, a timeline for the release of the inaugural Mythos series vehicle has yet to be disclosed.
Frequently Asked Questions (FAQs) about Maybach sub-brand strategy
What is the main focus of Mercedes-Benz’s new strategy for its Maybach sub-brand?
The main focus is to elevate the Maybach sub-brand into an even more premium category within the automotive market. This is in line with Mercedes-Benz’s previously announced strategy of concentrating on vehicles with lower production volumes but higher profit margins.
Who is Maybach aiming to compete with?
Maybach is aiming to compete with established ultra-luxury car manufacturers such as Bentley and Rolls-Royce by introducing models that are distinct to the Maybach brand.
What types of vehicles are being considered for the Maybach lineup?
Maybach is considering a range of custom-built vehicles including one-off and limited series of coachbuilt models. The brand is also exploring the possibility of modern reinterpretations of iconic Mercedes-Benz vehicles.
What is the Mythos series?
The Mythos series is a proposed lineup of highly customized, limited-edition vehicles from Mercedes-Benz. Aimed at dedicated customers and collectors, these vehicles will likely be available by invitation only and are similar to Ferrari’s Icona series.
When will the first Mythos series car be released?
A timeline for the release of the first vehicle in the Mythos series has not been announced.
Was Maybach ever a standalone brand?
Yes, Maybach was a standalone brand until 2012 when Mercedes-Benz discontinued it due to the lack of success of models like the Maybach 57 and 62 sedans. The brand has since been reintroduced as a sub-brand under Mercedes-Benz.
Are there any concept cars that may become part of Maybach’s future lineup?
Yes, vehicles like the Vision Maybach 6 Cabriolet concept from 2017 and a supercar inspired by the recent Vision One-Eleven concept are reported to be prime candidates for production under the Maybach brand.
More about Maybach sub-brand strategy
- Mercedes-Benz Official Website
- Maybach Luxury Cars
- Car and Driver Article on Maybach’s Strategy
- Overview of Bentley Bentayga
- Rolls-Royce Official Website
- Ferrari Icona Series
- Mercedes-Benz Vision One-Eleven Concept
- Maybach 57 and 62 Overview
- Mythos Series Announcement
10 comments
lower volume but higher margins, smart strategy for a luxury sub-brand. Keeps it exclusive and profitable.
Finally some good moves from Mercedes. Their Maybach line was kinda fading. Hope they pull this off and get it back on track.
Another brand pushing luxury over sustainability, just what the world needs… not!
Modern interpretations of the 300SL gullwing? And a supercar inspired by Vision One-Eleven? Sign me up!
Wow, Maybach is really stepping up their game, huh? aiming for the big leagues with Bentley and Rolls-Royce, no less! That’s gotta be interesting to watch unfold.
One-off models? invite only? Wow they are really going for the exclusive angle. wonder what the price tags will be like.
custom-built Maybachs? count me in! Also, very curious about this whole Mythos series.
a coupe-like G-Class with a pickup rear? now thats something i gotta see.
As a fan of the 300SL, the idea of a modern reinterpretation is really tempting but it has to be done right. dont mess it up Maybach!
Quite a shift in strategy but if it boosts their profit margins, it’s a win-win. Maybach is definitely targeting a niche but wealthy consumer base.